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The changing face of glossy magazines,[object Object],1897,[object Object],2009,[object Object],1942,[object Object],By: Santino Filoso,[object Object]
Outline,[object Object],This slideshow is a brief look at the current state of glossy magazines and where they are headed,[object Object],By framing my approach and examining if the medium is still the message one can begin to understand the relationship between glossy magazines and new interactive media,[object Object]
Future,[object Object],In the future all glossy’s will either exist entirely online or be extremely dependant on their websites for influencing of content, etc.,[object Object],Never will totally disappear, and those that do remain will undergo radical changes (on flights, etc.),[object Object],Therefore the medium still is the message,[object Object]
Why the shift?,[object Object],5 billion less revenue, 27% less ads,[object Object],51 magazines folded in 2009, many re-launched online, then make a comeback as a quarterly publishing (Vibes),[object Object],90% of magazine revenue comes from ads, there if two million people a day log onto a site and browse it, that is much more appealing to an ad company than a magazine bought one time by only a few hundred thousand,[object Object]
Why they will stick around,[object Object],Always exist in some form,[object Object],Seen as cheap treat in tough economic times,[object Object],Things such as innovate design can help to spur sales,[object Object],The design/layout/format of a glossy magazine is the border between the medium and the message and this border is constantly being pushed, and defined. A good design can enrich the medium and facilitates people's reading, therefore strengthening the message.,[object Object]
Learning to read…again,[object Object],Google is making us stupid,[object Object],The way people read has changed; concentration often starts to drift after two or three pages. They get fidgety, lose the thread, begin looking for something else to do,[object Object],As the media theorist Marshall McLuhan said, media are not just passive channels of information. They supply the stuff of thought, but they also shape the process of thought.,[object Object],The internet is chipping away our capacity for concentration and contemplation,[object Object],Users “power browse”,[object Object]
What does it mean?,[object Object],When it comes to the old model of making glossy magazines, it is clear that it must change in accordance with the times,[object Object],If media companies can't earn money, and everyone has internet access, it follows that "amateurs" will be part of a "decentralized" media,[object Object],Interactivity must be had!,[object Object]
Peer Production,[object Object],[object Object]
 relies on self-organizing communities of individuals who come together to produce a shared outcome (by Wikipedia)
 Wikipedia as an example of peer production
 term used by professor Yochai Benkler(TED Video)
 kind of passion,[object Object]
Active Audience,[object Object],Treating audience as active readers and not passive recipients,[object Object],Active audience theory argue that media cannot tell people what to think or how to behave in any direct way.  (Croteau&Hoynes, Chapter 8),[object Object],Glossy magazines must tap into this concept going forward in order to remain relevant,[object Object]
Cold hard facts,[object Object],Glossys are not losing money because people are losing interest, but rather because they’re reading it online and not the physical manifestation of it,[object Object],Between 14 million and 22 million read nytimes.com every month; the print circulation of the weekday Times is just one million. In all, on any day, 32 million Americans read their news online,[object Object]
Digital Age,[object Object],Glossy’s will need to cope,[object Object],Offer creative products online, either in lieu or in addition to the normal magazine,[object Object],Signs of change:e-subscriptions, or sites you have to pay to browse,[object Object]
Example of change,[object Object],College Humor was a popular humor magazine from the 1920s to the 1940s. ,[object Object],Now the name is more famous for the website CollegeHumor.com,[object Object]
Glossy 2.0,[object Object],User generated,[object Object],More pictures, videos,[object Object],Longer Interviews,[object Object],Forums,[object Object],Online Communities,[object Object],All of these allow magazines to see what’s popular (What gets most hits),[object Object]
What the future will look like,[object Object],Interlink cross media (tv channels, podcasts, etc.),[object Object],Readers say they want is to be able to post their own content on sites of media companies.,[object Object],Readers want to communicate with each and have a sense of community, potential to link in social networking sites,[object Object]
Final Pitch
How to bring about change,[object Object],Using surveys,[object Object],Look at the top markets,[object Object],Poll readers in target audience,[object Object],Females aged 14-45,[object Object]

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Final Pitch

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  • 9. relies on self-organizing communities of individuals who come together to produce a shared outcome (by Wikipedia)
  • 10. Wikipedia as an example of peer production
  • 11. term used by professor Yochai Benkler(TED Video)
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