The problem with magazines

Australian magazine publishers are struggling to break through with media agencies in the digital age – but according to industry experts, the future can still be bright if publishers are willing to make some changes.

Magazine publishers need to change the language they are using when speaking to agencies and advertisers or risk losing even greater share of the marketing pie.

"My greatest fear is that the language some of the publishers use isn't strong enough to make us (agencies) change our mind - to move our money away from Facebook, YouTube and all these frustrating places where we're now putting it," said Virginia Hy

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