Magazines Joining the Conversation

8 07 2010

So far it appears as though social media can be a tool that either makes or breaks traditional media and this is no different with magazines. It’s no secret that magazines have been hit hard by the recession and low circulation, but some magazines are turning to new media for help. Among such magazines are Lapham’s Quarterly and Seventeen.

Take one look at Lapham’s Quarterly website and it will not take long to realize they have embraced social media. The magazine uses Twitter, Facebook, and podcasts to keep this historically themed magazine in tact with current conversations. Check out their Twitter page and you can see how they join in on conversations by taking historical events or dates and appropriately put them into modern context. Their Facebook page allows them to post relevant articles and hear what people are saying about them. Since Lapham’s Quarterly is only published 4 times a year (obviously), the magazine uses social media to keep their audience engaged between magazines and to cost-effectively market subscriptions.

Other than selling subscriptions, Seventeen Magazine has been utilizing social media to incorporate advertisers and tap into their audience’s conversations in an effort to improve content. The magazine allows advertisers to pay to jump in on their conversations but Seventeen makes it clear to advertisers that they are granted this opportunity to build their brand, not to sell a product. The magazine uses Facebook to listen in on their audience and hear what they want from the magazine. Sometimes they will ask questions, offer exclusive subscription rates, or just see what people are talking about. Their Youtube channel gives the magazine video content that even further engages their audience. Whatever the case, magazines like Seventeen can enjoy some benefits by conversing online through new media.

With magazine readership and circulation rates on the decline, social media offers a whole new platform for experiencing magazines. New media allows participants to share content with their friends and indirectly promote the magazine by retweeting or posting links, but will this be enough to save the magazine industry? Do you think magazines will soon only be offered in an online format? If so, when? Are you subscribed to a magazine that offers online content? If so, what do you think about it?

(Here is where I was going to embed a youtube video from Seventeen’s channel but I realized they are not relevant and there is no point in making you suffer through one of those videos!)