Article | 08/15/2019 05:18:52

Comm Paper. New digital-to-print models are shaping the publishing industry

Print is both extremely profitable and effective in reaching target demographics. Publishers have also embraced the differentiation that multichannel publishing brings.

Where publishers once used to make print content online, they now take digital content and repurpose it print form. Recent examples of reverse publishing include Grow, the first print magazine from Facebook, Porter from fashion brand Net-a-Porter, Allrecipes from American publishing house Meredith and Giallo Zafferano food magazine from Italy’s largest publisher Mondadori.

James Wildman is president and CEO of Hearst Magazines UK, which publishes 23 brands including ELLE, Harper’s Bazaar and Good Housekeeping. He credits the success of the company to understanding that consumers will always value quality and engaging content. “The fact that several of our magazines are increasing their readership in print highlights the extraordinary quality and continuing appeal of our print products.”

An example of reverse publishing within the company is Hearst Magazines’ collaboration with Airbnb. The Airbnbmag aims to bring readers an insider’s view of global destinations that resonate with the soul of the online rental community.

“The magazine continues our strategy of forging valuable partnerships with culturally significant and successful companies, personalities and brands.”

Ellie Cawthorne, a staff writer at BBC History magazine, was honoured by global media trade association FIPP and UPM with the Rising Star Award, a distinction given to future stars of the media industry. She says print remains important for traditional consumers while digital helps reach other audiences.

“We’re using 360-degree commissioning to drive efficiency in the creation of content across channels and platforms,” she explains, while “making sure different platforms give a fuller experience for audiences using them all.”

 

Text: Geni Raitisoja