Bill Curtis knows a thing or two about media brands. As CEO of the Robb Report, he has seen his brand evolve from a print magazine publisher to a multi-media company.
“I’m confident that Robb Report will be in print form for my lifetime, but I’m also aware that our growth mostly comes from other sides of the company—digital, club memberships, events and now 15 international editions,” Curtis notes in this article in Folio:.
While he addresses the challenges with the current newsstand model (calling it “crumbling”) and sees a lot of magazines that, in his words, “should no longer be in print,” he is keenly aware that print is evolving in ways that may surprise its naysayers.
“Today, what matters is the position, the voice, the authority, the entertainment and the inspiration that comes with our media brands,” Curtis notes. “Now, more than ever, we have learned that we must allow our target audience to decide how and where they want to interact with our brands.”
For example, Curtis notes, if they want quick info, they should be able to access it online “with amazing interactivity and no obligation.” Longer content should be accessible via tablet, while video should be available for those less inclined to read. And live events can be huge outreach vehicles for brands.
Still, at the end of the day, your print material has power.
“Print is still a powerful tool in a media plan and those audiences are often the most powerful for a brand,” he asserts. “It’s all part of the new face of media, but here’s the rub: Many are surprised that print is still a vibrant part of media, and it’s having a bit of a resurgence.”
That resurgence is especially powerful when combined with a comprehensive multi-channel approach that gives your audience true access in the places and ways they need it.
“Don’t count print out—just understand how powerful it can be within our companies as a whole,” he concludes.
Good advice from a guy who knows.