Bauer, Future & Immediate Media Innovate To Drive Subscriber Growth

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Leading UK Magazine Publishers Drive Subscriber Growth from Referrals

After a difficult decade for the global magazine industry, beset by competition from abundant free content online and peer to peer sharing of copyrighted information, 2015  was predicted to be the year that digital revenue gains finally outweighed falling print revenue. So it is encouraging to see the UK, with its long and illustrious history of printed magazines and pamphlets, leading the way in adopting innovative solutions to drive subscriptions growth across print and digital, as seen in the recent PPA ABC Consumer Magazines Report in August 2015

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“Native advertising is evil”, unless…

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An extremely thought-provoking article appeared in The Guardian this week, written by the advertising analyst, Bob Garfield. Via a rather delicious Faustian metaphor, he accuses the publishing industry of selling its soul in its acceptance – possibly even its celebration – of native advertising: sponsored content which serves a brand agenda masquerading as editorially created copy. Or, as Fleet Street’s finest used to call it, advertorial.

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Turf war! Retail VS Publishing.

Turf war! Retail v publishing

The French word for shop is ‘magasin’. We reckon they’re onto something, the French (beyond the nice art and the poodles and stuff), because magazines and retail go together like snails and garlic butter.

Except it’s the wrong way round. Instead of publishers exerting their incredible influence and ready-made audiences to do something magical with retail, they’ve let the shopkeepers jump them gun on them and launch their own magazines.

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