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Monday, March 1, 2010

Magazine Publishers Compare the Internet to 'Instant Coffee'

Posted By on Mon, Mar 1, 2010 at 12:45 PM

click to enlarge I am going to get offline right now and buy a magazine.
  • I am going to get offline right now and buy a magazine.

Imagine that you are the head of a American magazine publishing company. You publish  Vogue, or Sports Illustrated, or National Geographic. Your ad revenue has plummeted. You  have recently shuttered several magazines. The Web sites of your publications are clunky and underdeveloped (most of them use a similar dull template). You know that you need to do something drastic, something that will turn around your business and inspire a new generation of readers.

And so, on a gray Monday morning in San Francisco, you and your fellow magazine-publishing cohorts join together to launch a collaborative effort to save the American magazine -- "Magazines, The Power of Print.

Yes -- you are not going to struggle alone. You are going to bring together the best minds in the business to create a $90 million print advertising campaign. You are going to advertise in your own magazines about how people should keep reading magazines!

To do this, you need a really killer slogan. Something that will galvanize your readers. That will show just how cutting-edge and relevant you are.

"Will the Internet Kill Magazines? Did Instant Coffee Kill Coffee?"


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Lois Beckett


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