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1、PassageOne:Non-newsisGoodNewsThethreatoftheinternethasforcedmagazinestogetsmarterJun9th2012
2、BERLIN,NEWYORKANDPARIS
3、fromtheprintedition“PRINTisdead”wasacommonrefrainacoupleofyearsago.Thecostlyprintadvertisementsthatkeptmagazinesandnewspapersaliveweremi
4、gratingtotheweb,wheretheyearnedonlypenniesonthedollar.Topublishers,itfeltasifahurricanewasflatteningtheirbusiness.Butasthestormhascleared,anewpublishinglandscapehasemerged.Whatwasonceafairlyuniformbusiness—identifyagroupofpeopleunitedbysomesharedident
5、ityorpassion,writestoriesforthemtoreadandselladvertisingnexttothestories—hassplitintoseveraldifferentkinds.Hardnewsisperhapsthehardesttomakeprofitable.Itisincreasinglyinstant,constantandcommoditised(aswithoilorrice,consumersdonotcarewhereitcamefrom).W
6、ithrareexceptions,makingmoneyinnewsmeanspublishingeitherthecheapkindthatattractsaverylargeaudience,andmakingmoneyfromads,ortheexpensivekindthatiscriticaltoasmallaudience,andmakingmoneyfromsubscriptions.Botharecut-throatbusinesses;inrichcountries,manyp
7、apersareclosing.Butamongmagazinesthereisanewsenseofoptimism.InNorthAmerica,wheretherecessionbitdeepest(seechart),morenewmagazineswerelaunchedthanclosedin2011forthesecondyearinarow.TheAssociationofMagazineMedia(MPA)reportsthatmagazineaudiencesaregrowin
8、gfasterthanthoseforTVornewspapers,especiallyamongtheyoung.Unlikenewspapers,mostmagazinesdidn’thavelargeclassified-adsectionstolosetotheinternet,andtheirmaterialhasalongershelf-life.Aboveall,saysDavidCarey,thebossofHearstMagazines,abigAmericanpublisher
9、,theyrepresentaspirations:“theydoaverygoodjobofinspiringyourdreams.”Peopleidentifycloselywiththemagazinestheyread,andadvertisersthereforelovethem:magazines,saysPaul-BernhardKallen,thechairmanofHubertBurdaMedia,alargeGermanpublisher,remainessentialforb
10、rand-building.Whichiswhyluxurymagazinesaredoingparticularlywell,asarethoseinemergingmarkets,whereafast-growingmiddleclassiscomingintothoseadvertisers’sights.InBrazil,forexample,theAbrilGrouphasmadeMinhaCasa,ahome-improvementmagazine,theleadero
