Media Outlook 2001: Magazines

Jack Kilger
Hachette Filipacchi Magazines

Despite all predictions that new media would displace 'old' in the very near future, magazines continue to hold their own. Why? Because at their best, magazines still provide readers with an experience they cannot get from any other medium today: rich, compelling, and credible content that's conveniently packaged and entirely controlled by the user.

What's more, magazines still offer advertisers a confluence of benefits unmatched by the Internet, television, radio, or newspapers:

  1. Targeted audiences that are willing to pay for information they trust; 
  2. Environments rich with color, dramatic photography, and graphics that enhance the advertising placed in them;
  3. Prospects that are receptive to advertisers' messages.

With these inherent strengths, the long-term outlook for magazines is excellent, but there are speed bumps ahead. Not only will we publishers need to learn new business models, we will also need to demonstrate to our advertisers why magazines are essential.