So we need to figure out the best way for magazines to reach their specific audience. It's a major challenge. The odds of remaining in business after 10 years are 1 out of 10. It's fortune that's been elusive. When the economy has a downturn, all media that depend on advertising will suffer.
Magazines are no different.
We've had bad years before, but magazines always weather the storm and come back. Still, as long as magazines continue to depend on advertising, it means there's a variable they can't control. That's why the mentality has to change. Publishers need to look really hard at whether they really want give their magazine away, or if they should start charging more. Oprah Winfrey and Martha Stewart have inspired magazines.