Magazine brands used to define who you were. They created tribes. They made the world smaller.
The web has made that relevancy largely redundant – the trust now lies in the peer group rather than the publisher.
The real problem magazine brands face now is one of irrelevance, which is due – purely – to a lack of innovation and empathy with user behaviour. The solution to this seems to be to embrace technology, but all this does is change the delivery method.
In reality, magazine brands need to redefine their value proposition, understand their users and find a definitive reason to exist.
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