New Media FIPP Blog

This is the communal blog of New Media's Rose Cohen (@rose_cohen), Kamiel Ebrahim and Lucrezia Wolfaardt (@12Lucz), nominated as most deserving by their peers to attend the 38th FIPP World Magazine Congress being held for the first time in New Delhi, India, 10-12 October 2011.
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[2011 FIPP Congress] Magazines: the medium of the future

13 Oct 2011 10:39:00
Rose Cohen: Despite the drive towards digital media, worldwide research consistently demonstrates that magazines are still the medium consumers trust the most and are inspired by. Nicholas Coleridge, VP of Condé Nast International, UK made this message abundantly clear in his presentation to delegates on the second day of the 38th annual FIPP World Magazine Congress in New Delhi, India, this week.

‘Magazines are not in decline,’ says Coleridge, ‘and there is still plenty of room for growth among well-established vintage brands.’ Condé Nast is launching a number of its titles under licence in Italy, Russia and India over the next four months.

Take a long-term view

When it comes to growth, Coleridge suggests that publishers take a long-term view. Tatler UK is the oldest magazine title in Europe - it was launched in 1709. ‘And it took 208 years to break even,’ jokes Coleridge, reminding delegates of Condé Nast’s long history of growing strong brands.

GQ France, which was launched four years ago, has grown steadily by 10 000 copies each year and Vogue India’s creative issue, currently on sale at traffic lights in downtown Delhi, is a whopping 570 pages.

‘We’re on Zinio ([he digital magazine subscription site],’ says Coleridge. ‘We have apps, we’re tweeting, we’re blogging, we’re even opening a college of fashion, but print remains at the heart of what we are doing. We must never forget that. The pleasure of print can’t be replicated. The experience of a glossy is irreplaceable.’

So why are magazines so enduring?

Status symbol

They’re tactile and versatile. They are seen as a status symbol and they’re more robust than we give them credit for.

‘If my 18-year-old son were to ask me whether I think a career in magazines is worth pursuing, I would say yes. The industry is more thrilling and solid than ever. We ain’t seen nothing yet,’ concludes Coleridge*.

*Quotes have been summarised and paraphrased.

[13 Oct 2011 10:39]

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