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29.4.06

The repositioning of magazines 

Markoos, in his comment to an earlier post I made, got me thinking about in the age of the , and now, .
   I had wondered about this myself. In 2000, when I discussed doing Lucire as a title, the prevailing pre--bust wisdom was that print was a retrograde step. In 2006, with the print on an upward trend, there seems to be enough of a for it.
    have not replaced all , but where have they reached in most? Answer: . and magazines which we do not covet, but throw away after a very short time. Hence, some newspapers this year decided to make an edition some would buy, not because they needed it, but because they were made to think it was special beyond the other daily editions. They did so with , not in the service of or the , but in the interest of sales.
   In an age of , why waste all that paper if we can recycle electrons instead, especially for media which we would never covet? Get the information like a , and move on to the next site.
   My belief is that magazines need to bridge the gap between everyday media and the . , when he began Black & White (a photography magazine whose early editions, at least in my memory, had an awful lot of ), bridged that— titillation with artistic merit. With The Robb Report wanting to find a new home after so many successes, there is clearly a — for the magazine (which was the purpose of my post).
   However, niches are just that: niches. When filled, you had better find another means of or , two of ’s tasks. My view has been that must reflect a sense of , so people would buy it as an , a magazine which they would keep. It needs to look good on but be more affordable than an . (Fairfax’s Cuisine does this successfully.) Yet positioning it in a too-rich niche would be silly, because you would never reach a mainstream audience. Hence, Lucire has to cover affordable things, too, so it builds —another branding task—and deliver what I say is necessary in the mid-2000s: attainable luxury.
   This is a trend with so many premium , anyway: 1-series, Emporio , and the like. And mainstream is trying to be premium: to wit, the . Yet few seem to cover this segment. tries, and probably succeeds because it is Vogue and its has created for so many over 116 years. But the approach I take, to me, makes sense. Since I was born on the day died, I like to think my approach may well be the right one in this sector for this century.

Del.icio.us tags: magazine media Lucire Vogue positioning brand disposable media mainstream premium attainable luxury market niche marketing marketing branding newspaper
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Comments:
Do you have subscribers in the states? I want a subscription :).  
Hi Randy: we do for the print title, but not as many as here in New Zealand, because overseas postage is a killer. The magazines aren’t expensive—around $6 of your dollars—but by the time we add on postage, they’re over US$20 each. Here’s a subscription link (ignore the warning box that comes up). I hope we can launch a US edition soon—we have some plans, but we’re open to suggestions and contacts.  
Jack, is there anyway to digitize the publication for subscription download?  
Hi Randy: for a while a company we collaborated with on a US edition did get us into Zinio but as far as I know, they have not received the last few issues. Maybe we can arrange for something off-list? We do have the entire magazine as a low-resolution PDF that we give to our staff if that interests you.  
I'm probably the only person who got confused by the fact that this blog wasn't talking about Disposable Media, the online PDF magazine, that just released it's fourht issue.

www.disposablemedia.co.uk  
Quite a coincidence—I imagine it shows that the term has passed into the vernacular.  
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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