As someone who plans to be a magazine editor in my next life and who is also an inveterate magazine junkie (18 subscriptions per month, at last count) I’m seriously concerned about the demise of print publishing. My morning newspaper is getting thinner and thinner. Chatelaine has cut back to bi-monthly and Macleans Magazine is now publishing monthly instead of weekly. I’ve lost my beloved MORE magazine which recognized and targeted our demographic, while Canadian Business, Flare and LouLou have stopped publishing altogether.
So, when I saw a familiar Canadian name associated with America’s mega publisher Hearst Communications Inc., I experienced a flutter of hope. After serving as editor of Good Housekeeping, former Chatelaine editor-in-chief Jane Francisco has been appointed editorial director of Hearst’s lifestyle group which includes Good Housekeeping, Redbook and Women’s Day. Former editor-in-chief of MORE Jane Seymour is launching an on-line publication called CoveyClub which I’ll be following for sure. While I do subscribe to a couple of on-line magazines including one from the U.K. (which I can get faster and cheaper on-line), I prefer to read newspapers and magazines in hard copy so I can rip articles or pictures out and put them in my inspiration files. I love the feel of the glossy pages and the deep pleasure that comes with sitting down with a newly arrived mag and a cup of tea.
Why the focus on millenials?
My major concern and one that traverses all business is the focus on millenials. What about boomers? We have more money than millenials and we’re a bigger demographic. I can see I’m going to have to BFF Jane Francisco and set her straight about a few things. Have they even once considered that the decline in subscriptions might have something to do with their target market and the content offered? Baby boomers are constantly bemoaning the lack of attention in the media given to fashion, wellness, relationship and other issues of interest to us. Not everyone who reads is having babies, taking mat leave, buying their first home or trying to get their post-baby bodies back in shape. American retailer Chico’s gets it and so does Eileen Fisher who targets boomers. However, Eileen Fisher’s prices are out of range for many and her casual designs are not everyone’s taste. Imagine the potential for business and retailers if they recognized and capitalized on our enormous buying power. Conversely, being a baby boomer does not mean I’m a natural market for denture adhesives, incontinence products, frumpy fashion or questionable pharmaceuticals.
I’m no financial expert nor do I have any knowledge of the business side of the publishing industry but I am a big fan and a customer with a strong interest in its future. While the bean counters are busy juggling overheads and measuring the pros and cons of shared revenue streams, have they ever considered asking us, the consumer what we want to spend our money on? Print advertising sales are down and I can’t help but wonder if the advertisers too are out of touch with what we want and can relate to. Very few of us are in the market for four thousand dollar handbags, expensive stiletto heels or kicky fashions designed for genetically mutant teens. Boomers want kicky fashion too but we need advertising we can relate to. Have print publications outlived their magic formula? Where’s the imagination and creativity? Where’s the reciprocal communication with readers?
While Canadian publications do not benefit from the economies of scale enjoyed in the United States which has ten times the population, there’s a huge discrepancy in pricing with Canadian subscriptions often costing four times what U.S. subscribers pay. In order to boost sales, American magazines frequently offer subscriptions for twelve dollars a year and even special promotions for five dollars a year can be found. Is this a bad time to bring up free trade? There must be a more workable solution than gradual annihilation. I’ve been waving this banner for years and have been ignored for years. Jane Francisco? Karine Ewart? Moses Znaimer, Mr. Hearst? Any other publishers and editors out there? Call me or email me. We want you to succeed and I’m here for you. Is anyone listening?
Here are links to blogs and websites (click on the link or “like” on Facebook) that baby boomer women can relate to (some are better than others, but judge for yourself):
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