Don't mention magazines
I wrote today’s Media Voices newsletter (you should sign up here if you don’t already get it) and the lead story was a look at how Britain’s magazine industry has changed over the last 20 years. There’s lots of interesting stuff in there about trends in advertising revenue, circulation and newsstand sales. And there’s the inevitable evidence of the print-digital transition. It’s well worth a read.
But the thing that got me most about it was an incidental paragraph about how, although it is still common to talk of a magazine industry, many of the successful larger players no longer see themselves that way. The biggest change in the UK magazine business seems to have been finding new ways to talk about itself without mentioning the word magazine.
As I’ve written elsewhere, I get it - it’s tough to do print profitably at scale. But leaning into the ‘magazines are dying’ narrative helps no one. That 90% of PPA members told a 2021 survey that “magazine” was not the best word to describe their organisations is depressing. Apparently they would rather be known as passion businesses, hobby businesses or audience businesses. 🤷🏼♂️
With all this burning in my brain, I decided to dedicate this issue of The Magazine Diaries newsletter to things that still work best in print. Not because I’m a page-sniffing zealot that thinks a print magazine is the only true magazine, but because I’m tired of our industry denying it’s past.
Highlight a hero
What goes together better than pens and paper? Maybe fish and chips or whisky and ginger, but not much. This ‘Highlight the Remarkable’ ad from German pen-maker Stabilo puts the communications industry’s dynamic duo front and centre in a campaign highlighting the gender equality debate.
The neon-highlighted lady in the ad is First Lady Edith Wilson who stepped in to cover many of her husband’s Presidential duties after he had a stroke. I knew nothing of Edith Wilson before I saw this ad, but now I know.
The campaign, based on a series of historic black and white photographs populated overwhelmingly by men, used a simple highlighter pen stroke to shift the emphasis to the remarkable women hidden in each frame.
The interesting thing is I first saw this ad online, proving that clever print content can go viral too.
Big-up your barcodes
I remember the first time I saw a barcode that had been messed with. The most excellent Brad Merret had turned the Prog stock-control label into Battersea power station complete with flying pig for a Pink Floyd special and it blew my mind.
It turns out that lots of people sex up their bar codes - there are 192 examples behind that that headline link - and I absolutely love them.
I’m sure there are rules on what you can and can’t do with barcodes, but as long as you follow them, this kind of attention to detail tucked away in the corner of your cover is the magazine equivalent of a gamer’s Easter Egg. Big up your barcodes and delight your readers.
VIP Covers
I stole this image from the International Magazine Centre newsletter that Heather Pownall guest-edited this week. She subscribes to Empire and loves that her subscriber cover is different from the newsstand edition… it makes her feel valued.
Heather said, “I love when the idea of print is pushed and played with to try new things and see how else to engage with your audience.” Empire has been doing that for a long time, from a whole series of multiple covers to the limited edition video cover they did for Fantastic Beasts (now selling on eBay for £35).
You don’t need to go as far as Empire, but rewarding your loyal subscribers with something special will make them feel like VIPs.
You knew it had to make an appearance... The J. Geils Band with one of the cheesiest sing-alongs in magazine-music history. But did you know the legendary Lester Bangs appeared on stage with them to write a literally live review.
What’s your favourite magazine song? Just reply to this email to get it added to the Magazine Songs playlist.
WIN a VIP ticket to the Magazine Street
Nikki Simpson over at the International Magazine Centre is giving away a free VIP ticket to the Magazine Street conference in Edinburgh on 29th September. The lucky winner gets to have dinner with the speakers at the end of the day - yes that’s right, dinner with me! Follow the headline link over to Twitter and LIKE and RETWEET for a chance to win.
Thanks for reading
Please remember to send me any magazine publishing ideas that you think are worth stealing for future issues. And remember, if you would like any help finding ideas for your business, let's arrange a chat.