The future for print is electronic
"I would love to be able to stand up here and say print will be with us forever. But the future of print depends on the future of reading," said Correa bluntly.
He said despite all the predictions and research, consumers decide for themselves... "The mobile phone was a case in point. None of us could have predicted the rise of its versatility and multi-media usage," said Correa.
In explaining where the future of magazines and newspapers were headed, Correa outlined three scenarios:
1. What's going on today?
2. Some thoughts about the future of magazines
Or be very inexpensive to cater for low income readers who do not have ready access to technology. Editing and publishing will continue, and printing on paper will continue - but with a different set of challenges.
3. Challenges for printers, publishers and editors
The positive news for the print industry is that magazines will be around for some time, and change will be slow. But, Correa says, people are getting used to searching for their needs on the web to meet their needs. Can magazines do this in the future?
"I have a vision for the magazine and newspaper readers of the future: 'print-a-porter'... readers will choose what they want to read online; readers will get a magazine with only what they want to read; readers will be able to buy a combination of print and online. They will choose what they want to read in print and will get news and services in print."
The rise of the "MYgazine" to enable choice and cut through the insane clutter of the communications media and growing entertainment options, should be available to consumers to ensure continued reader support, Correa explained.
It will present an enormous challenge to editors, he said.
What to expect - the issues of the future
Publishers and editors will have to urgently consider the following in the future:
On the road to this future, magazines and newspapers must realize that what was once a frightening enemy - alternative technological media options - is now a powerful ally, said Correa.
About Louise Marsland
Louise Burgers (previously Marsland) is Founder/Content Director: SOURCE Content Marketing Agency. Louise is a Writer, Publisher, Editor, Content Strategist, Content/Media Trainer. She has written about consumer trends, brands, branding, media, marketing and the advertising communications industry in SA and across Africa, for over 20 years, notably, as previous Africa Editor: Bizcommunity.com; Editor: Bizcommunity Media/Marketing SA; Editor-in-Chief: AdVantage magazine; Editor: Marketing Mix magazine; Editor: Progressive Retailing magazine; Editor: BusinessBrief magazine; Editor: FMCG Files newsletter. Web: www.sourceagency.co.za.Related
