In a new article on his blog, publishing consultant William Dunkerley has laid out his strategy for helping magazines out of the recession. The article describes the present as a “time of opportunity”
Though the article focuses on magazines that have been in a slump, it also cautions thriving magazines to reassess their business plans. According to Dunkerley, two things have changed since the recession began: reader and advertiser preferences. The tough economic times and countless publication closures have driven many readers online; therefore, many advertisers have also developed a preference for online advertising.
Dunkerley’s article emphasizes the importance of assessing the preferences of both reader and advertiser in order to develop strategies that will serve both. Those advertisers concerned with image and brand promotion will require a print presence; those advertisers seeking more direct response will need an online presence.
Overall, Dunkerley asserts, the time has come for magazine publishers to stage their comeback from the publishing crisis and recession. This will require not only new strategies, but also a deep understanding of the changing media landscape.
To read Dunkerley’s article, visit http://publishinghelp.com/
