Irrelevance

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.

Rob Boynes | Creative Consultant and Founder, F&W

____________________________________________________________________
Want another 99 magazine professionals telling their stories for just £5?
Every penny of the cover price goes to MagAid to put magazines into schools and help develop a love of reading in under privileged school children. Buy it here now.

____________________________________________________________________