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Is There a Publishing Identity Crisis?

Posted on Tuesday, November 29, 2016 at 10:55 PM

In the news: Are magazines focusing too much on digital at the expense of print?

Last week, Greg Dool of Foliomag.com discussed the magazine industry's (and, in particular, the MPA's) hyperfocus on digital, often at the expense of print. His piece revolves around a central question: "Given the multitude of independent verification that advertising in print outperforms campaigns on other media channels, why do brands and the agencies they retain continue to focus their spending around digital advertising?"

While Dool agrees that publishers need to explore digital opportunities to keep pace with industry evolution, he questions the wisdom of going all in on digital when print still outperforms it. "Perhaps it is the magazine industry itself that needs to be sold on the power of its printed products," he writes, "as much as the advertisers they increasingly struggle to court." Read the full article here.

Also Notable

Thomson Reuters' Grand Central Ad Campaign

Thomson Reuters is exploring new avenues to reach top business executives. This month, the news service is taking over Grand Central Station in New York with an extensive campaign that, according to Kate Maddox of AdAge.com, "includes billboards, videos, mobile and social." Perhaps most intriguing is how Thomson Reuters will tap into mobile devices and social media. Maddox reports that they've "'geofenced' the [Grand Central] terminal and the immediate area surrounding it and will send targeted content to mobile users via social." Read more about the campaign here.

Adweek's Magazines of the Year

AdWeek has rounded up its picks for the best magazines of 2016. The editors' choice for Hottest Magazine was New York magazine, while the readers' choice was Redbook. Other award categories include Hottest Thought Leader, Hottest Travel Magazine, and Hottest Reborn Magazine. Jeff Bezos won the award for Media Visionary, while David Carey and Michael Clinton of Hearst were named Executives of the Year. See the complete list of winners here.

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