Dienstag, Mai 27, 2008

Brands Follow Men Online and Exit Mass Mag

US ad pages (consumer magazines) are down 5,5 % for the first half of 2008 (vs. 2007)

Nat Ives writes on Advertising Age:

Quote 1.
"Some magazine publishers hoped that this year would see marketers shake off their exuberance for digital media. Perhaps, amid a sober reassessment of the actual results from so much digital experimentation, print could even recapture some of the ad spending lost to the internet. Fat Chance ..."

Quote 2:
"And you can see it when you visit individual fronts in the battle, such as the young men's video site Heavy -- which is now playing a bawdy music video it created to promote the JVC El Kameleon car stereo. JVC has pulled out of titles such as Playboy and Forbes this year to concentrate on digital marketing, outdoor advertising and events such as the Crue Fest 2008 tour. FHM has gone away, and Stuff magazine has gone away, ..."

more

I don't think, this is gender related. There is no "all-clear" message around the corner and the danger for print magazines is here to stay!