From the preface:
"Every Medium has got its game face on for 2006. Even the traditional media that find themselves facing competition on multiple fronts are upbeat about the new year ..."
'Even' the traditional Media? What does it mean? e.g. for magazines?
According to Stephanie D. Smith:
"Publishers in 2005 scrambled out of holes they had dug during the recession and spent much of the year revamping mature magazines, launching new ones and making sweeping corporate changes—all with an eye toward laying the groundwork to better compete in a fast-changing media environment.
[...] in 2006, industry observers are placing bets on a shakeout (on celebrity magazines)
[...] publishers expect a steady stream of launches next year particularly in the lifestyle category
[...] On the advertising front, publishers will struggle for market share as Madison Avenue continues to be seduced by television and the Internet [...] publishers are expected to be even more aggressive in offering integrated packages that incorporate print buys with online or television offerings.
[...] circulation will remain a challenge [...] To overcome ... obstacles, publishers are using their Web sites to acquire subs, while others are launching digital editions that are delivered to readers’ desktops [...]" More ...
It must be a boring year for magazine publishers, existing and potential new readers!
You want to read Mediaweek’s 2006 predictions for all media categories?
Mediaweek PDF, 13 pg.