How Magazines Have Turned Over a New Leaf

anewleaf-nymagSpend 30 years in the magazine media business and you’ll tend to learn a thing or two. Tom Bureau of Immediate Media isn’t shy about laying it out as he sees it.

“Yes, magazine media brands are seeing print circulations decline, although the latest numbers show stabilisation. But magazine media are increasingly brand development hubs with high-quality content at their heart,” Bureau writes in Campaign UK.

Bureau, as part of the creative force behind, among other brands, Radio Times, the best-selling quality magazine in the U.K, should know. He sees the strong growth of that brand as just one example of how “the business of magazine media is transforming rapidly.”

“[Magazine media brands are] growing digital audiences at pace, offering new opportunities to commercial partners and opening up new and diversified revenue streams from the unique relationship they have with their engaged communities,” Bureau explains.

“Technology has turned most media business models on their head,” he continues. “Now it’s not enough for media owners to just be brilliant at creating content. We also need to be world-class at building and deploying technology platforms, and understanding the content and distribution ecosystems of our markets and brands.”

Right in the thick of this multi-platform environment, Bureau is clear on where print fits in.

“We see print as one of our key platforms – alongside web and mobile, digital editions and apps, e-commerce and transactions, data and ad tech. This is a key cultural shift for the business,” he stresses.

“Magazine media create some of the strongest engagement of any medium. You can build a powerful business out of that kind of engagement.”