On the Paper and the Tablet. Changes in the US Magazine Sector
Alicja Jaskiernia
Pełny tekst artykułuThe US magazine sector was and still is, despite the crisis of 2008-2009, in a better position than the daily press. However, certain problems are discernible even in the most well-known titles such as Newsweek and U.S. News & World Report, which closed its paper version after sixty years of presence in the market. Nevertheless, magazines continue to develop in terms of both the offer and the number of titles published. New ones are constantly created while, simultaneously, other disappear from the market or begin their ‘second life’ on the Internet. A clear end of the recession in the USA does not give, however, any special sense of optimism and obliges magazine publishers to take realities into consideration. Most of them have already made efforts to change the business model. Advertisers have many more opportunities than ever to place advertisements exactly as readers to find the desired content. Journals have to find the way to them through new communication formulas – also through new carriers of information – offering separate content, independent of the hard copy magazine. Proper adaptation of the offer and convincing readers to want to pay for it will be the challenge of the coming years.
KEYWORDS
USA, magazines, information weeklies, niche journals, Internet, tablet