The Future of Magazine: The Economist
บทความชิ้นนี้ออกมานานแล้ว พูดถึงกรณีศึกษาของ The Economist ว่าเอาตัวรอดได้อย่างไรในช่วงที่อุตสาหกรรมสิ่งพิมพ์ตกต่ำ
คีย์หลักคือเรื่องแบรนด์ ให้คนรู้สึกว่าอ่านแล้ว “ฉลาด”
the brand officers at The Economist and the advertising firm BBDO have devised a marketing strategy that makes people think reading the magazine will make them smarter and more sophisticated.
“Once upon a time, there was an ambitious young man who didn’t read The Economist. The End,” – 2004
“I never read The Economist — Management Trainee. Age 42.” – 1988
“Look forward to class reunions.” – 2001
อย่างไรก็ตาม ยอดขายก็ลดลงกว่าช่วงที่เคยพีค แต่ก็ไม่ถึงกับแย่นัก
When The Economist began reporting figures to the Audit Bureau of Circulations in 1982, it printed about 80,000 copies and sold fewer than 8,300 on the newsstand each week. As of its last accounting, for the first half of 2010, the magazine sold an average of about 52,000 on the newsstand each week and had a total weekly circulation of just under 823,000. Newsstand sales, however, are off 9 percent from more than 57,200 in the last six months of 2009, and the number of short-term subscribers is high.
The Economist may be one of the biggest success stories among news magazines in the United States in the last 25 years, but its trajectory has slowed lately. Newsstand sales, an important indicator of a magazine’s success and a big profit center, have been in sharp decline in recent years — falling 27 percent from more than 71,000 in 2008.
And 45 percent of Economist subscribers are customers for six months or less, according to the latest circulation figures.
เทียบกับยอดขายของคู่แข่งอย่าง Newsweek และ Time
Newsweek, which was sold last week to a 92-year-old stereo equipment tycoon for virtually nothing after The Washington Post Company said it could no longer afford to keep losing money on the magazine, has slashed its circulation to 1.6 million from about 3.1 million in 2000. Time’s circulation has been cut to about 3.3 million from 4.1 million in 2000.