Condé Nast, Hearst, Meredith, Time Inc. and Wenner Media with the support of Magazine Publishers of America and Bonnier Corp.; National Geographic; ESPN; and New York Media, have reported they will place front-of-book advertisement placements to answer tough questions about their relevancy. In all, close to 100 titles are planning to give up prominent space in their issues for an industry ad campaign that aims to promote magazines as vital.
The community is ferociously determined to correct the misconceptions that have been swirling around the advertising industry. The primary objective is to confirm that printed magazines are still exciting, Mobile, and will still be a strong presence for all to read 'the printed word'. The publications will also educate the public on how, long term, electronic media will devalue its product by offering its content for free online.
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Although one could argue, the demand for paper on a global basis is forecast to increase, with other parts of the world increasing in population and paper consumption.
The worldwide paper industry has, in fact, expanded capacity, while America has decreased capacity to meet an ever declining demand. North American producers will have to re define themselves and produce other products and technologies, or learn how to efficiently export for survival.
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