Apr 12, 2010
We Surf the Internet. We swim in Magazines.
Take a look at this ad found in this month's Glamour regarding CE's first love - Magazines. Can you tell which letter in the above picture belongs to which magazine? If so, you love magazines as much as CE does...
The Internet is exhilarating. Magazine are enveloping. The Internet grabs you. Magazines embrace you. The Internet is impulsive. Magazines are immersive. And both media are growing.
Barely noticed amidst the thunderous Internet clamour is the simple fact that magazine readership has risen over the past give years. Even in the age of the Internet, even among the groups one would assume are most singularly hooked on digital media, the appeal of magazines is growing.
Think of it this way: during the 12 year life of Google, magazine readership actually increased 11 percent.
What it proves, once again, is that the new medium doesn't necessarily displace an existing one. Just as movies didn't kill radio. Just as TV didn't kill movies. An established medium can continue to flourish so long as it continues to offer a unique experience. And, as reader loyalty and growth demonstrate, magazines do.
Which is why people aren't giving up swimming, just because they also enjoy surfing.
Here's the Breakdown on the Image:
"M" from Time, "A" from Vanity Fair, "G" from Rolling Stone, "A" from Entertainment Weekly, "Z" from Harper's Bazaar, "I" from Marie Claire, "N" from Fortune, and "ES" from Esquire.