Robin Barnes
A few weeks ago I was one of a number of speakers taking part in seminar on various digital topics. My talk was largely about tablet computers in general, the iPad in particular and why publishers the world over are so in love with them.
Much of my argument was that tablet magazine apps match and then build on the benefits of print magazines - and in a way that has, as yet, never been equalled by digital editions or magazine websites. As I was standing in front of the audience (estate agents, by the way) I realised that I was making as strong a case for print magazines as iPad magazines.
This is significant as, in our industry, we get so carried away by the desire to measure everything in terms of ROI or brand perception that we frequently forget that some of the simplest qualities of magazines are their most powerful, and account for the continuing popularity of the medium.
So here is my personal list, for debate, agreement or otherwise, of the benefits of print magazines:
1. The complete package
Magazines bring together words and images through the use of design and layout. The result - highly engaging, readable publications that keep readers coming back for more - is greater than the sum of its parts.
2. Bounded content
Each issue of a magazine is finite. We enjoy it, finish it and then get on with something else (once we've bought a product from a weblink at the end of the article, of course). And then we have the next issue to look forward to!
3. Defined publishing schedule
Many magazine websites are open-ended and constantly updated, which means that you regularly have to find time to keep up to date with them. A schedule of discreet publishing dates is easier to manage and you aren't overwhelmed by continuous content.
4. Be where you customer is
Magazines can be taken anywhere by readers. They can be sent or distributed almost anywhere by publishers. And they don't need 3G or wifi.
5. Sharing
Sharing is the great joy of digital social media, but magazines went social first. A quick look at any NRS data shows that most magazines have a significant ‘pass-on' readership, where there are more readers than their audited circulations.
6. Stimulate response
Magazines get people talking, they start people thinking and they inspire people to do things - they've been doing that since Victorian times and they'll continue to do that for decades to come.
So there you go - six of the best reasons why magazines are such a powerful medium. Of course these aren't the only benefits and I'd be interested to hear whether you agree with these or not using the comments box below.