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TIME MAGAZINE AND OTHER CHALLENGES

October 7, 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 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 is paying for it, as 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? I just got back from Portland and the Oregonian has launched one of the most innovative approaches by eliminating home delivery on selected days and trying to move more people online.

This week ask yourself what challenges are you facing in the next 12-months and what plans do you have to solve them?

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