The Departed
On magazine death prognosticator site Magazinedeathpool.com, the producer, or Grim Reaper as he or she calls himself, has been predicting the termination of specific magazines since early last year.
Many magazines have passed on to its Death Pool Hall of Fame since launching. Even Business 2.0 and Fast Company are among the most recent business magazines that the Reaper predicts to get the axe. While there are many elements that can be attributed to a publication’s close, I want to call attention to a new study from Nielsen//Netratings and Mediamark Research Inc.
By linking data from NetView, Nielsen//NetRatings’ Internet audience measurement service, with corresponding data points from MRI’s Survey of the American Consumer, the data revealed that an average of 83 percent of the visitors to the Web sites of 23 large circulation monthly magazines access those magazines’ content solely online. And it seems as though age doesn’t play a part in which medium is accessed. Of people ages 18-44, 82 percent solely accessed content online and 82 percent of visitors over the age of 45 also only got their magazine content on the Web.
These statistics not only mark a change in innovation online, but it calls for data-driven cross media plans. As more activities go cross channel, how will marketers and advertisers plan for projects and budgets and how can they effectively track responses? Some of the best companies are still tracking convergence manually, not having enough resources or systems to adequately provide analysis.
While the publishing industry is a niche example, it’s still an indication of how business is evolving and converging. Are you prepared to make the necessary changes to keep up with this changing landscape? If not, are you willing to face the scythe?
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