Mediabids is the ”newspaper and magazine advertising marketplace” but you can be forgiven for thinking we only work with newspapers. Admittedly, here and in other forums, we do talk about newsprint a lot. Over 80% of our revenue from performance-based ad placements comes from newspapers, so we may have a bias. However, a growing portion of our ad placements and response is from magazines. So far in 2016, in fact, response from magazines is up about 15% versus the same period in 2015.
Arguably, digital media and mobile devices have disrupted the magazine industry as substantially (or more) than newspapers. The conventional wisdom, also similar to newspapers, is that magazines are terminally ill and will go the way of the dinosaurs before too long. But magazines are proving to be very resilient and increasingly well positioned to capitalize on several important trends.
The who, what and how of the present and future superstructure of marketing includes data analytics, content marketing and mobile distribution channels. Magazine publishers would be the first to say they know their readers very well, they are expert content creators and marketers and they are increasingly adroit at exploiting the promise of mobile devices.
Through 2019 magazine ad revenue is projected to be up slightly but more importantly, digital ad revenue is expected to grow at a pace that exceeds any losses in print ad revenue; and this will be true for consumer and trade magazines alike.
Post by Jim Jinks.