This course module looks at the effects of mass media on our everyday lives, how we personally consume media, and provides an introduction to visual communications. In last week’s Moodle session we briefly chatted about print versus online media. Some spoke to the convenience of reading on their mobile devices while others, like myself, still preferred the traditional, page turning, magazine or novel. So, while I use online media on a daily basis it will never replace my love of a magazine or novel. Nor will it ever replace going to the movies or theatre or watching a live concert.
The Association of Magazine Media (MPA) launched an impressive campaign in 2010 to highlight magazine advertising. The campaign, called “Magazines, The Power of Print”, seeks to dispel the myth that the magazine business is a dying industry; that magazine advertising continues to be valued for its outstanding recall and cultural impact. The campaign launched in April with ads in nearly 100 magazines, reaching 112 million readers per month. The campaign promotes not just the enduring strengths of the medium but also spotlights consumer commitment to magazines.
In a press release issued by MPA the association stresses the importance of the Power of Print campaign. It says, “The campaign targets advertisers, shareholders and industry influencers, and seeks to reshape the broader conversation about magazines, challenge misperceptions about the medium’s relevancy and longevity, and reinforce magazines’ important cultural role.” Given our discussions about media and how it shapes us personally, professionally, and culturally, I think this particular quote emphasizes the importance of recognizing that media such as print cannot simply be replaced by interactive technologies. People continue to rely on print publications to provide them with the latest news. Whether the “news” is today’s stock prices or how to defy your age through skin care, statistics show that consumers depend on magazines and newspapers to get their news.
Recently, the MPA conducted a social media study to explore the impact of social media among traditional print and digital magazine readers (age 18-34) who are social media users. Their key finding: social media is enhancing magazine reading among 18-34 year olds.
- 56% of total Twitter users and 65% of avid readers ‘follow’ a magazine editor or columnist on Twitter.
- 51% of respondents have re-tweeted to a magazine editor’s Twitter and 42% chat with friends on Facebook while reading a magazine and share what they’re reading.
The Association doesn’t ignore the fact that avid magazine readers are also using social media rather, they engage with readers on sites such as Twitter and Facebook. Readers are connecting directly with magazines, editors and columnists on social media. They’re sharing, re-tweeting and expressing their views. The MPA stands by their claim that the Internet will not destroy magazine advertising or readership. Here’s a link to a video that the MPA included in their campaign. It provides some insight and analysis on print advertising in today’s online world: The Power of Magazines. What rang true to me the most: “People find room in their lives for the new media alongside the media they already love.” Charles Townsend, President and CEO of Conde Naste, continues to say, “As long as those media continue to evolve and provide an irreplaceable value.” I encourage you to watch the video and look forward to your feedback.
The Association of Magazine Media. Retrieved March 29, 2014 from http://www.magazine.org/.