Digital DNA

Magazines ruled the 80s and early 90s. High quality magazines were produced for almost every specialist subject, and until the Internet came along, they were frequently the only source of content and entertainment for specialist hobbies and subjects.

The Internet has changed all that. You can now find out more about any subject online than anywhere else – the web is the ultimate source of specialist information. And even though you cannot replace the tactile nature of quality design and paper online (yet!), many magazines are finding that this feature is not enough to keep copy sales from declining and advertising revenue from going online.

The majority of publishers are struggling with the idea of protecting their current business models and making the most of the online opportunity. A growing number, however, are really starting to think beyond this idea that the web is just an additional channel for their content or brand.

Here are some of the most recent examples of magazine reinvention:
- Time Inc reforming Life as a photo portal,
- Meredith closing the print version of Child and absorbing it as a channel within its parenting portal,
- Hachette closing down the print versions of Premiere and Elle Girl in favour of online-only versions.

I will look for more examples and add top this list over the coming weeks.