'The web is dying' schadenfreude

High-value print and real-world events could be a lifeline

Hello Magazine Makers,

I took a day off from writing ‘Inside the print revival’ this week to go to the PPA Festival in London. Good move, me.

The super swanky Brewery venue was jammed - 600 publishing types, I’m told. And I have to confess it brought a tear to my cynical eye to think there are still that many smart people interested in this business.

From PPA CEO Saj Merali’s rousing opening call to “Connect. Collaborate. Campaign.” it felt like this was a day focused on making things better… very different from some of the back-slapping industry circle jerks I’ve been to in the past (is that even physically possible?)

The first session for the day was the best for me, with Enders Analysis CEO Douglas McCabe introducing Rewriting the media playbook, a research project his team ran with the PPA.

My top takeaways:

• To beat the algorithms you need to double down on specialisation, personalisation and community

• Aligning content and formats is the key to convincing audiences of the value you provide (hello premium print 👋🏻)

• Blending formats, brand identity and trust is crucial in the fight to compete

• Print retains a role, but not competing directly with digital

My favourite finding from the report is ‘the website is dying’. For a person that has had to listen to the ‘print is dead’ trope for 25 years, this was sweet, sweet schadenfreude.

Of course that doesn’t mean digital is dying, just the bit of digital controlled by Google and also the idea that cutting-and-pasting your articles into your website is going to work.

The website itself is no longer the primary destination for consumers as it struggles to meet expectations, while AI erodes publisher monetisation.

But as you lose visibility amid the tsunami of crap fired out by AI, your high-value-add publications and real-world events could be a ‘potential lifeline’ to capitalise on your communities and reputations.

Elsewhere it was fantastic to see DEI very firmly fixed on the agenda (FDT). Unlocking Billions was a masterclass in bringing together real-world research and a real-world publishing case study.

Lydia Amoah’s Black Pound report brilliantly highlighted the ‘untapped potential and profitability’ of Black, Asian and Multi-Ethnic consumer spending power. Cosmopolitan UK's Keeks reid explained exactly how the magazine’s Black Beauty Hub was tapping into that potential. Both blew up the myth of ‘normal’ audiences.

And alongside the AI, Big Tech, data and engagement chat there were sessions on the climate economy and re-engaging with young men to remind publishers that they have important jobs to do beyond subscriptions growth.

All in all, an excellent day. My one complaint? An echo of a comment made by Gareth Ward at Print Business, who wrote: “nothing in the agenda talks about the impact that print and paper can have on audiences, perceptions, brand building and revenues.”

To be fair, print was mentioned a fair bit from various stages, but Gareth is absolutely right that there were no specifically print sessions scheduled. Why? My PPA buddy Aisling told me that print hasn’t featured in recent attendee feedback.

I’m hoping that might change as more publishers wake up to the idea that the web is dying and start to see the opportunities inherent in premium print. If it does, I’m here for you, PPA if you want any help putting together a print-positive agenda.

Until then, you could come to our Publisher Print Summit in June.

Slàinte Mhath

Peter

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Is your Grub Street collection complete?

We’ve published four editions of The Grub Street Journal.

• The Don Quixote issue: What kind of idiots still make magazines?

• The Jerry Maguire issue: Show me the money in magazines

• The Walking Dead issue: Why won’t print just lie down and die?

• The Next Generation issue: Finding the future’s readers and leaders

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Magazine Songs

This week, I’m going with a song that’s all about the attitude you need to get by, Saj Merali’s walk-on music. Enjoy ‘Buffalo Stance’ from Neneh Cherry.

I’m off to have a think about what my walk on music would be. What’s yours?