I have to hand it to the magazine industry; at least they eat their own dog food. The magazine industry is spending $90 million on an ad campaign to convince the world of “The Power of Print.” They claim that both the internet and magazines are growing.

The “Power of Print” campaign states:

“What it proves, once again, is that a new medium doesn’t necessarily displace an existing one. Just as movies didn’t kill radio. Just as TV didn’t kill movies. An established medium can continue to flourish so long as it continues to offer a unique experience.

Movies didn’t kill radio, but movies with sound killed silent movies.TV didn’t kill movies, but color TV killed black and white TV. The internet isn’t going to kill magazines, but it will force their evolution into something very different.

Fighting evolution is a bad idea. How will magazines evolve? I don’t know, but it most likely won’t involve cutting down trees, running paper through printing presses, loading tons of that paper on trucks and delivering generic content to millions of doorsteps. If the magazine folks want to avoid the fate of the Sears Catalog, they need to put down the quill, cut out the silly ad campaigns and innovate.

For more levity, check out the “Power of Print” YouTube video. Of course, they disabled the comments so feel free to leave your comments below.

Comments

  1. “If the magazine folks want to avoid the fate of the Sears Catalog, they need to put down the quill, cut out the silly ad campaigns and innovate.”

    How should they innovate?

    TylerB
    02/22/11 at 10:27 pm
  2. Thanks for the comment Tyler. That’s the kagillion dollar question that I wish I knew the answer to. I don’t know exactly how the magazine industry should evolve but I don’t think that it involves spending $90 million on print ads to convince people that magazines are still awesome.

    admin
    02/23/11 at 3:17 pm

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