Magazine Publishing in Transition: Unique Challenges for Multi-Media Platforms

In this article, the author discusses opportunities and challenges facing the magazine industry as it migrates from print to digital distribution models. While the industry can achieve outsized returns in the digital realm based on the unique content and brand equity developed in its traditional business, multiple hurdles confront publishing industry executives in the process. The changing landscape of data access, consumer engagement, production workflows and magazine industry business models are all discussed. An analogy to the television industry’s efforts to address new technology is used. The author argues that long-term industry value is dependent on making the right decisions in the early stages of market development today.