Day 2 of the 38th FIPP World Magazine Congress delved into the challenges that are being faced in a 360-degree environment. Experts shared their views on how editorial challenges are being faced in present scenario, and discussed the future strategy to come over from challenges Print will get from Digital.
Recalling a lesson from a professor in collage, Chris John, Editor in Chief, National Geographic, USA, stated, “A brand is a promise kept. And, in National Geographic, it is about making world a better place to live, and building and nurturing a global community which care for the planet.” John said that their entire team work towards delivering these promises to their readers.
Sharing views on how Print and Digital challenges were being tackled, Mathias Plica, Managing Director, CHIP Xonio Online, Germany said, “We are one brand and two media – Print and Online. While the print medium is paid and about premium content; Chiponline provides free content, but driven by advertisers.”
Content wise CHIP group has made both the products different. While in printed magazine, there is an in depth analysis, on digital, they give short and relevant content. The revenue for the group’s Print section was USD $ 28 million per annum, while for Online it was USD $ 22 million. “For both the companies, we have common brand strategy, but different product strategy,” said Plica.
He added, “Separate oraganisations and editorial teams have helped us in a big way. In future, managing Print and Digital investment is going to be a big challenge.”
Jim Jacovides, VP-International, Time Inc, USA noted that Sports Illustrated came on tablet in 2009. In their organistaion, Print and iPad work flow is different. For print, while it is only layout, photo and articles; for iPad it is also videos, podcast and links. He also announced that Time’s all titles will be on tablet by 2012.
Meanwhile, the last session of the day titled ‘The 360-degree Opportunity: View from the top’ was moderated by Aroon Purie, Chairman & Editor-in-Chief, India Today.
When asked by Purie about his inclination towards digital medium, Rupert Heseltine, Chairman, Haymarket, UK, said that while digital will go along, they will launch magazines where it is required. “In coming years, Print may remain static, digital will surely grow,” said he.
In the same lines, Pierre Lamuniere, Chairman & Group Publisher, Edipresse, Switzerland, stated, “We believe that digital is the future, but we will continue to invest in Print.” Maurizio Costa, Deputy Chairman and CEO, Arnoldo Mondadori, Italy invests 60 per cent in print right now. In future, he believes, it will be challenging to invest in Print and Digital both.
Meanwhile, Phil Scott, MD, ACP Magazines, Australia also said while they will be launching magazine apps and tablet formats, “We will continue to invest in Print. However, in future, money is more likely to come from ad revenue than subscription.”
The two day 38th FIPP World Magazine Congress was culminated in national capita with an announcement of 39th Congress which is going to be held in Rome, in 2013.