Open Letter to the Magazine Industry: The game has changed…

By Jonathan Shaun

I grew up on Thrasher and various BMX publications. These magazines communicated products, athletes, and the life surrounding the industries authentically. They definitely entertained me and truly inspired my actions. Part of this is because, back in the day, the advertisements were more about telling a brand story than selling a product. Many of the interviews and photography inside these magazines were plastered on my bedroom walls as artwork. Needless to say, those magazines had lasting affects on my childhood and beyond.

It’s still a good feeling to hold a solid-bound object full with imagery, rich information, and the sense that you are reading and seeing something fresh. Many innovations have been procreated through this form of media. As a thoughtful individual, it’s a personal eco-sin of mine. However, it may be the best damn way to capture compelling content…period.

That said, the 21^st century has been moving forward quite rapidly through digital media. The time has come to wake up and innovate through a holistic approach using new methodologies mixed with traditional models of print.

Here are a few points to consider…

1. It’s not a secret that generation X, Y, and Z is more digitally minded than past generations. Apple has developed products that are not only iconic to these generations, but also vital to their existence. The iPad, iPhone, and iPod Touch is changing the way media is distributed and utilized. The industry must develop digital solutions that are conscious, authentic, entertaining, educating, and of course profitable without comprising the user experience.

2. Industry leaders need to develop a fluid experience that is absolutely interactive. They have to utilize both digital and analog communications so that your digital efforts need to complement the hard copy print. They are both vital to survival and to secure future market share. This is truly an amazing period and there are groundbreaking revenue generators just waiting to be explored.

3. The industry needs to develop Applications foriPad, iPhone, and iPod Touch. These elements will have ROI through a monthly subscription-based process through iTunes in the Apple Application Store. Again, there are individuals that will turn away from print due to their environmental stance. This is perfectly fine. In fact, this is an opportunity to connect with a diverse crowd, save money, and preserve natural resources.

4. You can charge the same amount or close to it on a subscription-based model without physically creating excess hard copy product. Remember, we are communicating a holistic brand communication process that will be a touch point for individuals on a global level. We haven’t hit on it yet, however, think about what you can offer your advertising partners and vital accounts that support the industries. You will be able to offer vast digital and print solutions that will be more effective than the singular pursuit of either digital or print. This method is an interactive multi-channel campaign that will enhance your brand IQ for both business-to-business and business-to-customer relations.

The digital elements can really bring together a potent look and feel. All the imagery and content can be rich and full of life. Moreover, you have the technology to embed hyperlinks, social media technologies, video, music, and commerce built into these creative aspects. It’s all in the delivery though. You need to create these interactive channels with entertainment and purpose. If you are just trying to sell the user something every time they scroll or click you will lose them forever. It’s about blended value and trust.

With digital, you can utilize this form of media as a testing ground for future printed themes. Utilize the crowd through idea hunting. Ask your Facebook fans and Twitter followers what they want to see and hear from you. Getting your readership and business partners involved in the creative direction will develop a stronger following and build viral networks.

If an individual is a paid subscriber to either your print or digital experience they should be offered the other one for free. Offering the holistic brand experience will enhance your DNA. You can get really creative on this one. There are many artists willing to distribute their media exclusively through these channels. You could be the first to preview videos and music with a “buy now” button at the end of a clip. There’s a massive revenue generator in this concept. You share the profits with various video production houses and you would help solve another industry issue. From a business-to-business perspective, this is a great way to build a stronger relationship. As for the end user, they are entertained and can buy full- length media from one device, which will work on their mobile, laptop, and desktop machines.

We just scratched the surface here. If you would like to explore more provided solutions to holistic brand experience and your digital IQ – feel free to connect. Again, thank you Doug for inspiring us to look deeper into the future of magazines and not the death of them.

Jonathan Shaun is founder of 3.ZERO, a Digital + Branding Studio. 3.ZERO develops innovative digital solutions for forward thinking businesses. Shaun can be reached at Shaun@3pointZero.org. Visit 3pointZero.org for more information.