In circulation: Mags rally around the digital flag
Challenges mounted in the world of magazine and newspaper publishing over the course of the year, thanks to both the economic decline and the increasing popularity of the Internet as a news destination.
Smart publishers embraced the Internet fully, not halfheartedly. So, Web sites — including those of the Financial Times and The Wall Street Journal — were revamped; social networks were added; and videos, podcasts, e-newsletters and digital editions popped up everywhere. Many publishers reached out to new constituencies in an attempt to keep up flagging print circ numbers. The US Spanishspeaking population proved a hot market for many — particularly family-oriented brands like Disney and Meredith.
Publishers also pumped up loyalty and engagement efforts to hold on to existing readers. Some even allowed those readers to take control with “DIY” editions and “citizen reporters.”
Of course, for cost-conscious companies, cutbacks were inevitable. Layoffs were rampant, with publishers sometimes letting go of entire marketing and editorial departments — and in some cases, entire publications.