There’s no question that print media have been profoundly impacted by the Internet. In fact, the medium’s failure to enter the 21st century and adapt quickly to the web caused the demise of many esteemed publications, while the business model built to support print-only publication became obsolete.
But the print medium hasn’t completely faded out. Quite the contrary.
In fact, Mediapost.com has reported that a total of 93 new print magazines launched in the first six months of 2014; many of those magazines were related to regional interests and business-to-business.
In addition, while some print outlets have ceased publication in favor of digital-only formats, others have found advantageous ways to work together. According to Digiday.com, today’s digital publishers are producing print magazines to enhance their websites, as well as distributing them with lower circulation for niche audiences.
Take for example, the revived Newsweek magazine, which ended its print edition in 2012 with a circulation of about 3.3 million. The returning hard copy’s circulation is a fraction of that at 70,000. In turn, they are offering premium content at a higher subscription cost in order to break even.
A Changing Tide At Home
The changing tide is also being felt here in South Florida, where print media is experiencing a kind of revival thanks in part to a growing economy and the many industries that fuel it. Recently, more B2B-focused publications with an online component have emerged with a mission to cater to the region’s thriving business scene.
Newly-launched publications like South Florida Executive Magazine and South Florida Business & Wealth Magazine have found ways to target this audience by covering news that appeals to decision-makers and entrepreneurs in the community. While the print version of each magazine is the primary vehicle delivering premium content, both publications plan to strategically use their online news site to give readers extra content, like breaking news or video interviews.
Meanwhile, the veteran business newspaper South Florida Business Journal has responded by restructuring reporter beats with the addition of four coverage areas: breaking ground, economic development, money and venture. It has also used its news site to supplement content on its print edition and provide additional news to its readers.
Pitching Today’s New/Old Media
In the end, the changes to print media haven’t completely altered the way public relations pros obtain hits; however, this new media environment has created opportunities that otherwise weren’t available.
In my experience, the changes have caused editors to be more inclined to post stories on their digital version before they consider them for print, mainly because of the lack of space.
Furthermore, editors seem to be more willing to accept articles from outside contributors and are also keen on posting news briefs and pictures of events than ever before.
Consider the changing tide an opportunity to truly wow editors with out of box thinking when pitching your client – the new/old media is certainly more open to it.
Have you noticed any other changes take place when pitching traditional media? Let us know in the comments.