A magazine has never been about the paper it was printed on.
Publishers may have organised their businesses around selling the stuff, but real magazine brands are more like exclusive clubs that anyone can join for the price of a bus ticket. To feel part of a family, to have the ideals of a title reflected onto the reader just by opening a page, that’s what’s really valuable.
I’m now happy to read just about everything on my phone, but when I want the world to see who I really am, I let them know I’m a New Yorker reader.
Andy Cowles | Editorial Development Director, Coverthink Media Ltd
What excites me most about magazine publishing is where digital can be taken by publishers. What annoys me most about magazine publishing is where publishers are being taken by digital.
The problem is the industry’s identikit tools and services, which operate on bluster, bravado and high bills. Print magazine replicas work, but never well. Interactive extravaganzas promise much, but they’re basically all mouth and no trousers.
Worst of all, nobody’s tackled making a digital magazine truly social. And that, in my rarely-humble opinion, is the biggest failing of all, because without social connections a digital magazine is only barely alive.
Keith Martin | Senior Lecturer, London College of Communication
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This is a hugely challenging time to be working with magazines, but I firmly believe if you’re open-minded about what a magazine is today and might become, you have a great opportunity to be a part of an exciting future.
I love the print tradition, and believe there’ll always be a role for the physical, analogue ‘thing’ alongside digital streams. But as a designer my real love is the way word and image can be combined in a magazine to reinforce the story.
In that respect I’m as excited about the potential of digital as I remain about print.
Jeremy Leslie | Creative Director, Magculture
I’m sick of hearing how terrible things are for magazines. They’re not – they’re bloody fantastic!
We’ve been given this GIFT of social media – massive engagement with brands, for free, that we could only have dreamt of twenty years ago. AND it’s measurable! Oh ‘Boo hoo’, now we’ve all actually got to prove effectiveness to advertisers – quit moaning and get busy.
And stop producing rubbish and expecting people to buy it. Crap design and lazy editorial – do us all a favour and stop bringing the reputation of other beautiful magazines down – income from OUR readers and advertisers depends on that reputation.