Business Strategies for Magazine Publishing explores tactics for creating financially sustainable publications in the 21st century. Mary Hogarth, media specialist, Senior Fellow (HEA) and lecturer in Journalism at Bournemouth University, analyses the historical development of the magazine industry, as well as current and future challenges for publishers, to illustrate different approaches to revenue generation and the maintenance of magazine brands.
The book examines the wide-ranging impact of digital technology on how magazine content is consumed, revealing the dramatic consequences for advertising, distribution and marketing strategies. Traditional business models are evaluated alongside new online approaches, and readers will be introduced to the Magazine Publishing Strategic Quadrant, a model created by the author as an alternative to the Business Canvas Model. In addition, in-depth interviews with high-profile industry figureheads and magazine editors, such as Jessica Strawser of Writer’s Digest and former Good Housekeeping Editorial Director Lindsay Nicholson, offer readers an insight into how to produce and monetise online content. These interviews appear alongside exercises and action plans that give readers the opportunity to put what they have learned into practice.
With real-world advice and practical activities and resources throughout the book, journalism students and young professionals will find this an essential guide to successfully building a career in the modern magazine industry.
Table of Contents
List of Figures, List of Tables, List of Contributors, Foreword, Acknowledgements, Introduction, 1 Lessons from the past 2 The value of market research 3 Audience engagement 4 A successful business model 5 Market sectors that pay – and those that don’t. . . 6 See your readers as stakeholders 7 The 360-degree approach to content 8 Monetizing online content by Steve Hill 9 An insight into advertising 10 A sustainable future? The last word with Alice Freeman, A to Z of industry resources, Index
Mary Hogarth is an experienced educator, media specialist and writer, who has previously led Features Journalism at Southampton Solent University, before joining Bournemouth University, UK. Mary also runs a consultancy practice, themagazineexpert Ltd, specialising in advising on new title launches, audience engagement, editorial development and developing sustainable magazine business strategies.
"Featuring interviews with high-profile magazine editors and publishers and in-depth case studies examining key lifestyle, B2B and specialist titles, the book illustrates changes in audience consumption and the wide-ranging impact of technological developments." --WNIP(Whats New In Publishing)