Thursday, October 1, 2009

Print is the thing

Today on the blog we cover a couple of developments in the print media.

One of the problems with magazines has always been the long lead in time.
Rogers Publishing and Transcontinental Media recently announced the introduction of Pressexpress, a revamped ad-close schedule that will allow advertisers to submit creative up to two weeks prior to publication of the two companies’ monthly magazine titles.

Speaking of press, here's a interview with Sharon Waxman, who is with the Wrap, an entertainment and news site. She talks about the new age of journalism.
Sharon Waxman

Good news on the newspaper front, if there is any to be found. Cancellation of home papers has slowed down.

The cancellation rate for newspaper subscribers has plunged pretty incredibly, to 31.8% last year from 54.5% in 2000 and from 36.6% in 2006, according to new statistics out from the Newspaper Association of America. That's despite price increases for home delivery, which brought the average seven-day delivery price to $3.66 in 2007 from $3.37 in 2006.

How are newspapers -- frequently portrayed as the internet's latest victims -- pulling this off during the terrible economic times?

It was necessity: They couldn't keep running up paid circulation numbers at any cost and expecting advertisers to pay all the bills.

"The economic environment, meaning the tough advertising revenue environment, makes everybody stop and start thinking a bit more about profitability, and specifically circulation profitability," said John Murray, VP-circulation at the newspaper association. "The bottom line paid-circulation number that particularly the major metropolitan newspapers lived and died for, and went to extremes to achieve, is not really that relevant to the health and well-being of a newspaper in today's world."

As a result publishers got much smarter about the way they sell subscriptions, for one thing, de-emphasizing or even abandoning home delivery to areas that cost more to service but didn't mean much to advertisers.

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