Ben Shepherd writes: The new AdNews came across my desk today and had me thinking – why do these magazines bother with print runs?
Most of the news contained within is old. The News In Brief section is lifted almost entirely from the daily updates the website publishes. The job ads could easily be transferred online (which would lead to less turnaround time, less cost for both advertiser and publisher, quicker responses). The features and opinion pieces could easily be placed online.
Creative Choice is sometimes interesting – but again, easily transferred online. The ‘special reports’ we could probably do about – advertorial around POS and promotional companies.
What possible reason could they have to want to keep printing this magazine? why not transition it online and make it free or partially free with premium content available only to subscribers?
I’d imagine it’d be a better experience for the reader – information, opinion and news available in real time. It could really open up what these 2 publications could be in a digital world. They could incorporate blogs – ask for comments and opinions – encourage a two-way dialogue.
Lower cost for AdNews and B&T too I am sure. Lower costs in terms of layout, printing, distribution, cuts to newsagents, postage fees etc … plus a chance to really challenge the web, where most media professionals go for their up to date information. It’d probably result in higher readership too I’d say.
These 2 magazines have some good content that would work well online. And they do break news well – trouble is they never break news in the magazine …
Tim Burrowes – ex B&T – has gone out and started Mumbrella … a great read and something B&T could take a close look at in terms of next steps.
So why hasn’t it happened? Maybe some of the ads that run within wouldn’t translate that well to online? Surely that couldn’t be the reason though …
Liam Walsh writes: Andrea your comments were elegantly written and explain the issue precisely.
The market which funds adnews is not ready for a shift to online. Hence it is not commercially viable to switch. Also a bunch of people still prefer print or use both.
For the sake of the trees it may be good when it is entirely digital, however barring that I can see no point why Adnews should move to digital only.