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DEALING WITH YOUR CHALLENGES

September 25, 2013

I used to read Time Magazine every week. But like many of you, I stopped subscribing to it a decade ago. Now, I am one of the “lobby readers” trying to find it when I am in various waiting rooms. With the failure of US News and World Report as a print and then as a digital magazine, I was wondering what is happening with Time?

It looks like it is still growing. Nancy Gibbs was just named the magazine’s new managing editor. She is a long-time veteran of the magazine, joining as a fact checker back in 1985. In various media interviews Gibbs has revealed that Time’s total readership is bigger than at any point in its history as a result of digital readership. Gibbs recently told Ad Age she doesn’t foresee the title going digital-only.

The question remains; however, who will pay for Time Magazine, since advertisers continue to ditch print. This is the core question facing every magazine and newspaper in the next 12-months. Can a business model be developed that allows digital and print to survive as partners? What challenges are you facing in the next 12 months? Are you dealing with them?

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