OK, here’s the idea: US magazine publishers are promoting five titles to college students by offering a free subscription to a digital version.
– Five magazines have been matched to five colleges: Premiere with USC’s school of cinema and television, and Elle to the Parsons School of Design, for example.
– Digital formats are powered by Zinio and sponsored by the Magazine Publishers of America.
– Email subscriptions work better for student’s transient lifestyles (so says the MPA) but the idea is also to test the viability of digital delivery and reach a younger audience.
– President and CE Nina Link said the students could be “converted” into print subscribers once they settle down: “We firmly believe one doesn’t replace the other.”
And here’s my problem: Firmly believe – why? Frankly the MPA just doesn’t get it. Shouldn’t the MPA be working out how to adapt and market their brands on MySpace and Facebook if they want to attract younger readers? That aside, I don’t know anyone that reads digital editions – aren’t they just designed for people too scared to read websites?
This article originally appeared in MediaGuardian.
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