Condé Nast announced last week that it will stop publishing a printed version of Self magazine, making the move to a digital dominant brand strategy. In their announcement, chief business officer and president of revenue for Condé Nast noted, “By re-imagining how Self creates content – and how we distribute it, we are uniquely positioned to give consumers more of what they love while creating innovative and engaging opportunities for our advertising partners.”
The publishing industry has been challenged by their consumers’ changing information-gathering habits, and how we consume news provides a clear example. In September, the Pew Research Center released findings regarding the current digital news landscape. Four out of ten Americans get their news from the web, with TV still serving as the leading source and print coming in last. Mobile is the preferred device to consume digital news, and individuals are willing to spend the time to read long articles on their phones. And, while social media is a popular source for news, it is not necessarily trusted.
Although Self is moving to a digital dominant content distribution model, the publisher understands the value of print. They have plans to offer special issues focused on topics such as health and wellness throughout the year. At Fresh Figs Marketing, we adhere to this multi-channel approach, understanding the need to reach out to your target market wherever they are active. While large national newspapers are struggling with their print circulation numbers, hyper-local publications are seeing healthy growth. Most notably, local businesses who advertise in those newspapers and magazines find success, particularly when paired with a robust digital and PR strategy.
All or nothing is usually not a wise tactic in crafting a successful marketing strategy. Understanding where your target market is looking for you, and being there with an appropriate message is key to achieving your goals. While it may be that all of your customers are turning to just digital sources for information, that would mean you are in the minority of businesses. It is more likely that adopting a multi-channel approach will allow you to reach more of your audience.
What marketing channels have brought you the most success? Let us know by leaving a comment below.
