Monday, October 26, 2009

Marketing: Saying Goodbye to Publications

I've noticed in the past few months that I've been saying goodbye to a lot of publications and as a reader and a marketer that makes me sad. Here is a short list of just a few that we've lost:

  • San Jose Magazine - I subscribed when I first moved to the Bay Area - I didn't feel it was really my taste since it focused on the more luxury market but it was a great magazine to learn more about what was going on in this area.
  • Pink Magazine - Pink did a great job celebrating women leaders - ABI was mentioned in it in an article about Helen Greiner. The editors were nice enough to send me a file copy when I couldn't get it in the stores here. Distribution is a major thing and a women's business magazine didn't seem to fly. The Magazine also did a great Best Companies for Women to work for listing.
  • Memories - my crazy little scrapbooking/card making magazine. I loved reading it for ideas of things to make. Since I did actually subscribe I found their method for fulfilling my subscription - giving me access to some other magazine online was very frustrating since they never send reminders that the new issue is available.
  • - who've covered ABI several times. They sent a lovely note to their online subscribers and directed us to other online newsletters. It's just sad to see some great people losing their jobs.

What do they all have in common? All 4 are niche magazines? Will niche pubs survive? Perhaps not. Online and print magazines face the same thing - shrinking advertising budgets, shrinking subscribers.

So what does this all mean? In hard times some companies survive and others don't and the same is true for the media. I know that personally I have taken a very long hard look at all the magazines that come into my house - and there are quite a few. I have taken note of what I read right away and what linger in piles for weeks and months before being read. The ones that linger are not being renewed, the ones that I consume immediately are getting my dollars. So what magazines are you cutting out of your mailbox and what have you noticed disappearing?

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