Hay todavía algún Mercado sin explorar del periodismo impreso
A few months ago, staff at The Minneapolis Star Tribune did something journalists don't always have the time to do: think way ahead.
One year in advance, staff photographers shot images of the Minnesota winter for next winter's StarTribune Magazine. The quarterly magazine debuted Sunday, marking a new product for a newsroom that's worked hard over the last year to become more digital.
But that new product is in print.
It's all been a bit of a gamble, said Sue Campbell, assistant managing editor for features and the magazine's editor. The magazine, which comes to the Star Tribune's more than 225,000 Sunday print subscribers and is available on newsstands, isn't free.
Single copies cost $4.99. Print subscribers who don't opt-out pay an extra $1.99 for each issue. The Star Tribune figured about 30,000 subscribers would opt out (they were informed of the charge and sent postcards noting the change.) So far, only 13,000 have.
"We took a bet that our readers would value it and that our advertisers would value it," Campbell said.
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StarTribune Magazine isn't a traditional city magazine with long lists of best-ofs. They've taken an intentional approach to creating an experience for print that builds off instincts they've developed online.
And they're not the only local publications taking a second look at paper. In North Carolina, the mobile-first startup Charlotte Agenda is planning a printed visitor's guide. In Pennsylvania, LNP Media Group launched a new weekly print-only publication focused on state politics.
"The economics make sense," said Ted Williams, Charlotte Agenda's cofounder and publisher. "Web text is a great way to build a brand, but impossible to scale in local media. Print is a viable way to make money and has a clear sales proposition in which you're not competing head on against Facebook and Google (whose ad products are incredible)."
In Minneapolis, there's also already a strong market for the Sunday newspaper, said Poynter's Rick Edmonds.
The Star Tribune is gearing up to make the most of its 150th anniversary, he said, "another potential big money-maker and a sign that Star Tribune execs are paying attention to what works elsewhere and capitalizing on opportunities."
The Caucus is truly a product you can only hold in our hands. The web and social media presences are run purely for marketing. StarTribune Magazine started off as only a product for Sunday print subscribers, but its staff eventually decided to use some of the content online throughout the following week.
And it's not just a throwback to the good old days of print. They've learned a few things from their digital efforts that are reshaping their ink-and-paper products.
The mobile web has reminded journalists of the value of visuals, Williams said. And while the internet has made getting information easy, it's not always the best place for all the information.
"Most media should be consumed on the internet," he said. "But print is still the best way to deliver information that can be referenced. For example, we're using print for a Newcomer's Guide that has a shelf life of at least a year."
That experience is something StarTribune Magazine went after, too. Each issue offers a deep dive into a local or regional story, a photo essay, a rotating local feature, something from the archives and a piece on state secrets. There's even a local crossword puzzle.
"It turns out in St. Paul, Minnesota, there's a crossword puzzle consortium," Campbell said.
Designers worked to move readers from one page to the next, pacing the rhythm of the magazine. Their work online has taught them how important it is to hold the readers' attention, Campbell said. And everyone knows they have to use their words carefully.
"I think there's something about turning a page, going left and feeling like, 'OK, here are the parts that are short, here's the beautiful picture, and now here's the thing I sink into,'" she said.
For now, StarTribune Magazine's first four issues are something of a test. Does the audience want this? Are advertisers biting?
"And so far with issue one, we're feeling like, yep, people are ready to see this again."
La cadena Hearst va a producir un magazine para viajeros
Airbnb is partnering with Hearst to produce Airbnbmag, a new magazine scheduled to hit newsstands May 23. The magazine was first teased by Hearst Magazines chief content officer Joanna Coles last November.
Airbnbmag is part guidebook/part travel magazine; it is targeted to adventurous travelers, rather than luxury-focused editorial common with popular travel publications.
This approach is more likely to attract fans of Airbnb, a company and Web site founded in 2008. It connects people looking for accommodation with hosts that have anything from a couch to crash on to an empty home, as well as a few castles and treehouses.
The aim is for every Airbnb host to have the magazine on their coffee tables. Airbnbmag is also a way for Airbnb to market its new Trips feature, which provides travelers with a range of experiences, tours and activities. The company produces listings in more than 65,000 cities and 191 countries.
The first issue of the print-only publication, kicks off with a guaranteed circulation of 350,000. It includes 45 pages of advertising from destinations, airlines, credit cards, technology and beauty. A second issue is slated for release in September. If the pub clicks with advertisers and readers, it will increase its publishing schedule in 2018.
Priced at $3.99, it will be available at Barnes & Noble locations, supermarkets, mass retail stores, airports and train terminals and newsstands across the U.S. and Canada.
A Hearst spokesperson told Publishers Daily that Airbnb and Hearst Magazines will work side by side on the development, creation and production of the magazine. Both companies have a team of editors, writers, designers and marketers to work on Airbnbmag, overseen by Coles, Michael Clinton, president of marketing and publishing director, and Airbnb’s CEO and head of community Brian Chesky.
The first issue spotlights Havana, Austin, Australia, Bali, Cuba, London, Malibu, Savannah and Seattle.
Airbnbmag will have four sections: “The Local,” which gives advice on how to eat, play and shop from a local’s perspective; “Stay,” which features Airbnb properties, as well as tips and hacks on how to feel at home while traveling; “Roam,” featuring stories and destinations to inspire readers to plan their next trip; and “Belong,” which spotlights real-life adventures.
The magazine also has a column called “Not Yet Trending,” which profiles a location that has recently spiked in popularity according to Airbnb data, but isn’t yet a mainstream travel destination.
“Airbnb is changing the way we travel, the way we connect, and the way we see the world,” stated Coles. “People want to be adventurers, explorers and locals, not tourists. Airbnb is at the leading edge of travel and Airbnbmag is the future of travel media.”
This isn’t Airbnb’s first magazine.
The New York Times continua experimentando con su edicion dominical ahora con una seccion especial para niños
“We do so many amazing things digitally with things like 360 video and VR and interactives and animation. The idea with this was to do something for print that felt equally special.”
By RICARDO BILTON @rbilton May 11, 2017, 2:08 p.m.
With the print newspaper facing an uncertain future, what’s the role of the Sunday New York Times? The paper has some ideas.
Along with its May 14 edition this Sunday, The New York Times will publish a special print-only section devoted to young readers. The magazine-inspired section, which will feature articles, illustrations, and photography, will cover topics including sports, art, food, and science. There will be a focus on how-to, teaching kids how to make their own slime, how to design a superhero, and even how to write a newspaper article. (Another notable feature of the section is a kids-focused adaptation of the Times’ “Truth is Hard” campaign.)
The feature is the third special print-only section of the Times, which started experimenting last August when it published a excerpt from Colson Whitehead’s novel The Underground Railroad. The Times followed up on that effort a few months later with a crossword puzzle-themed section of its December 16th paper. (The section featured the largest crossword puzzle The New York Times has ever published.) The Times plans to publish more special print sections throughout the year.
The Times has experimented with the print paper in other ways, redesigning its A2 and A3 pages as magazine-like news roundups that include journalists’ tweetstorms and, in one case, publishing a one-word article.
News of the special kids section come just a few days after NPR announced Wow in the World, its first-ever kids-focused podcast.
For The New York Times, these special print sections are part of an ongoing effort to find new ways to “create delightful print-only gifts” for its readers, explained Caitlin Roper, special projects editor at the Times. “As an organization we do so many amazing things digitally with things like 360 video and VR and interactives and animation. The idea with this was to do something for print that felt equally special.”
While the section’s articles are written largely by freelancers, Roper brought in Times staffers like food editor Margaux Laskey and magazine editor Aaron Retica, who helped out with the food and opinion sections of the paper, respectively. Roper said the team built the feature around evergreen content because publishing simplified versions of new stories “didn’t seem right for the Times.”
While there’s an understandable temptation to analyze the kids section (which at this point is a one-off effort) as a strategic offshoot of the Times’ audience development efforts on, say, Snapchat, the reality was more simple, said Roper. “I would love to say that it was part of some bigger strategy, but truly the idea was just to do something really fun.”