TheWayoftheWeb

I’ve got a hunch that might develop into a theory with a bit of love and attention, and though it was worth sharing.

We all know that print media is in decline - ranging from slight drops to terminal free fall depending on the market. But does this mean print will cease to exist?

Or will there always be a print market as a niche of the digital world, in the same way as vinyl still exists as a viable niche within the music industry?

Ignoring the fact that an ageing part of the population will prefer print for a few more years to come, are there ways to ensure that people under 30 engage with print in some way? After all many vinyl sales over recent years are not aimed at an ageing population, but at a young, cool, DJ market who choose it over mixing with MP3s and CDs even now.

In this way, vinyl becomes remarkable, a talking point, and a Purple Cow. It signifies you’re a DJ, with either skills that require vinyl, or retro taste, and that you’re willing to go further to obtain a particular song in the format you want - whether it’s a new record, or a collectible classic.

I’ve been thinking about how print could become remarkable again, having achieved it as a medium for spreading the news before the arrival of mass radio and TV, and as a home of great content. Why, even in the face of decline, is there not more experimentation? For instance, with the impact of the financial crisis, why wouldn’t a broadsheet try printing a 5 page version, with only financial news, and selling it for a far lower price? (Perhaps the costs of printing and distribution etc might be overcome by mass sales and the publicity?).

Perhaps more titles need to look at the sales of anthology editions of certain brands - for instance videogame magazines Edge and RetroGamer have both published anthology editions which can command high prices on ebay.

Or a hand-printed, collectible newspaper? The Manual was actually distributed a week or so ago as an attempt to reawake the idea of print as collectible and powerful.

Empire magazine has always had some interesting cover ideas (Disclosure I work for publishers Bauer Media), like the 100 different covers for their recent rundown of the 500 Greatest Movies of All Time. As well as the famous quotes on the spine of the magazine.

Some magazines have experiment with size, mostly going to A5 ‘handbag size’ for the female market. (Male mag Jack failed despite writing which echoed the days when Loaded magazine had articles worth reading). But as the market is changing so rapidly, maybe there’s something more that could be tried?

Or considering a brand like Moleskine evokes a sense of luxury and culture in notepads, perhaps small runs of magazines could appeal to that market?

It’s late and my memory is failing me, so I’ll ask if anyone has any more ideas and examples of the extraordinary and remarkable?

Disclosure: I work for Bauer Media, which has a large portfolio of magazines in the UK. Nothing here indicates any projects that I know of. Any original ideas written in the comments remain the property of the author - however, if someone does come up with an amazing idea, it’s likely you might get an email from me. If you’d rather express your idea in private, please do email me at thewayoftheweb at googlemail.com