Reaching Young Readers
A new initiative by MPA gives free digital editions of magazines to college students hoping to convert them into magazine readers and to test the viability and popularity of digital delivery. Five publishers are participating in this initiative. Read more

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World's First Mag
The Gentleman's Magazine was the first general-interest magazine. It was founded in London by Edward Cave in January, 1731. The original complete title was The Gentleman's Magazine: or, Trader's monthly intelligencer. More>>

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Merrill Lynch report on the state of the newspaper industry does not see online representing over 50% of total newspaper ad revenues until more than 30 years from now.More>>

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    Why Magpie? Because I like observing these sleek birds with a tapering tail. And like Magpies, I live with the burden of being a 'chatter', even though I believe that I am rather shy, reserved and unobtrusive :).

    Tuesday, February 03, 2009

    Ediorial: Esquire Feb 2009 cover-Innovation or a Threat to Editorial Integrity?

    The February issue of Esquire blurs the boundary between advertising and editorial in new ways: right in the middle (see on Obama's shoulder) of the cover is a window, or peel-back flap with an invitation to “Open here”.

    Opening the window reveals quotations from articles inside the issue and an advertisement for “One Way Out,” a new series on the Discovery Channel cable network. Those who leave the window unopened do not see the ad or the quotations.

    New York Times reports that the concept was the brainchild of the editor-in-chief of Esquire, David Granger. “Everybody keeps talking about how print is an old medium. It is an old medium, but it doesn’t mean it’s a wrung-out medium or a tired medium,” Mr. Granger said to NYT.

    However, the 'flap' cover issue has sparked much debate and is being viewed as being in contravention of guidelines put forth by the American Society of Magazine Editors (ASME). ASME has invited David Granger to justify himself before his peers at a member's lunch (Feb 24) where the proposed topics of discussion is: "Is the cover window on the Obama issue of Esquire an exciting print innovation -- or a threat to editorial integrity"



    Anonymous Designguru said...

    Print will have to innovate to survive in a tug of war with internet and TV for its share of ad pie. Otherwise it will become extinct. Business Week and other magazines are planning to cut on costs by concentrating more on analysis and less reporting. The economical formula is the one pioneered by The Economist. Instead of spending heavily on reporting, its best better to have photo essays and analyses which are less expensive.

    6:45 PM  

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