In his session titled ‘10 Themes for 2015 : Key trends arising in this omni-media world and how the magazine media industry is adapting’, Chris Llewellyn, President & CEO, FIPP presented 10 themes in a very interesting and humorous manner. His presentation was one of the highlights of the second day of the Indian National Congress.
Llewellyn starting off by emphatically stating ‘Magazines are not dying’ yes we do need to look at them as lot more than just print, and the digital and social mediums of the magazines are also going to be the bigger traffic drivers.
Millennials use 18 hours of media according to statistics shared by Llewellyn, which is why they form a very part of the audiences that magazines need to capture effectively .
Years ago the magazine owners and publishers put distribution or their brand at the core of what they did. Today this has been replaced by the audience and all the other factors such as content, distribution revolve around the audience. The faster magazines recognise and adapt to this shift, the better it is.
He further urged that content is the trump card and it is not be confused with the medium.
The reason why magazines have to be social, mobile and visual is because that is what the millennials are and if magazines want their content read by this audience they need to be quick to adapt to them, in fact he also urged magazines to bring millennials on board as they understand the pulse of the audience. To listen to them and empower them will only help magazines connect to their audiences better.
Social media strategies are very important; he observed they drive 15% and more of track of magazine site via referrals .
This is a time wherein audiences watch first, read second. Magazines must move from text to visual, in the same vein. In order to keep up with their audiences magazines must have a video division, according to Chris Llewellyn.
Llewellyn also shared that native advertising can be challenge, but if done well can be a win – win for all concerned, the readers, the magazine and the advertisers. The magazine must keep the same tonality for branded content as it does for the rest of the editorial and make it as interesting without compromising on its editorial integrity in the least.
He ended his session on a powerful note saying,“ Just because we are obsessed with our digital future, let’s not forget print is important too.”
Chris Llewellyn’s 10 Themes for 2015
• Magazines are just not print
• Think millennial
• Audiences dictate distribution
• Content is your trump card
• Authenticity ; and the role of the brand
• We are mobile, social and visual
• Key advertising trends
• Diversifying revenue streams
• A word about print
• Organisational DNA