PPA CONFERENCE: Publishers told to harness net

Publishers were told that electronic media lay at the heart of the magazine industry’s future at this week’s Magazines ’99 conference.

Publishers were told that electronic media lay at the heart of the

magazine industry’s future at this week’s Magazines ’99 conference.



Delegates heard that not only was the magazine industry perfectly poised

to take advantage of the online explosion, but that its future depended

on the medium.



Julian Treasure, the chairman of the publishing group, TPD, and of the

PPA’s newly launched new-media arm, the PPAI, told the conference that

the internet represented a huge opportunity for the industry. ’There is

a tidal wave of content about to hit,’ he said. ’People are going to be

reaching out for things they are familiar with - the brands.



Magazines have an incredible opportunity to leverage their brands. If we

don’t take this outstanding opportunity, someone else will.’



But Rupert Miles, director of the BBC’s commercial online venture,

beeb.com, warned that traditional publishers had yet to master the

online medium.



’The mixture of concept, community and commerce will drive the

successful use of new media,’ he said. ’Magazines understand how to do

it on paper but have to learn online. You cannot avoid this medium any

longer.’



Joe Cappo, editor-in-chief of the US trade magazine, Advertising Age,

added that all traditional media owners were threatened by the internet.

’Research shows that the internet has started draining audiences from

television viewing. Adults who use the internet watch 23 per cent less

television than those who do not,’ he argued.



’Each of you is an expert in your field,’ he added. ’You should know

your readers and your advertisers better than anyone else. But you can’t

expect them to stay with you as times change, as technology changes, as

they change.’



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