Читать книгу Secrets of Advertising to Gen Y Consumers - Aiden Livingston - Страница 9

Closely akin to the dilemma facing most newspapers, most magazines are slowly losing readership and are having trouble staying profitable against online sources that spend nothing on printing and distribution. Printing is especially problematic for most magazines because of the extra cost of the colorful, glossy pages as opposed to inexpensive newspaper print. Magazines have been slowly seeking to niche themselves, in order to maintain readership, and to make them more targeted for marketers trying to reach a specific audience.

Yet once again in the face of online competition that has no printing expenses, and can distribute specialized content to readers worldwide at no added distribution cost, magazines will continue to struggle into the future. They will especially struggle amongst the Gen Y community, because when it comes to paying $8 for a magazine, I find myself thinking, no way because I can get it for free online. It is this mind-set that will be the undoing of much of the printed world. It will be just too hard to compete with digital counterparts that have fewer expenses and can still make money from selling ad space. The more efficient model has and always will dominate, given a long enough timeframe.