Rogers's Pelley intent on using magazines as feedstock for its other media

Pelley

The National Post feature on the weekend largely focussed on Keith Pelley's strategy for Rogers Communications' magazine division. The outcome will probably be to treat the magazine division as a content farm for Rogers' other media -- radio, television and various sports assets.

“I am focusing more on publishing, because a lot of our strong brands, and the opportunities, lie there ....You’re selling it as more than just as a print magazine. You want to move it towards selling it as a contented, branded company,” Mr. Pelley says, adding that that “in the coming months” Chatelaine will move into merchandise through an association with The Shopping Channel (another Rogers Media property).[As it turned out, Chatelaine launched its own organic coffee brand today.]

Pelley also says that, if he has his way (and it seems clear he intends to) he wouldn't hire someone to write for a Rogers magazine if he couldn't put them on radio and television, too.

He wants the public to encounter Rogers’ brands at every turn and the magazine division offers a wealth of source material for that endeavor.

[Note to Rogers magaziners: Brush up your multimedia presentation skills.]

[photo: Peter J. Thompson, National Post]

Magazines Canada to develop research program for the industry

Magazines Canada intends to develop a research centre for Canada's magazine media, to better meet industry's data needs and explore original research. It is one of the priorities for the next three years in a framework approved by the organization's board on November 28, following an 8-month review. The strategic plan covers the years 2012-2015.

Some of the framework is necessitated because of changing circumstances in the industry (for instance, the need for more affordable, accessible training); some because money is tight. Part of the plan is a reiteration of existing activities in circulation services, advocacy, professional development and communications. Reflecting the increasing importance of digital media, the adopted mission of the organization says, in part:

"Magazines Canada works to foster an environment where new magazines are nurtured, established magazines are supported and skills are developed. Its originating and continuing purpose is to promote the value of the sector wherever, whenever and however Canadian content is consumed." [emphasis added]

Readers feel squeezed, but so far sticking with high-end glossies

While a pessimistic pall seems to hang over the magazine industry in some quarters, there is a view that one of the things that will save some magazines in times of tight money and advertiser skittishness is the tight relationship they have with their readers. An article in the Observer, from Britain, suggests that not only are magazines good value, but that readers will be reluctant to give them up even in harder times. Glossy magazines so far seem to be riding out the storm.

'Monthlies are in a good place because they are hugely good value,' [says media Alan Brydon, head of press communications for Media Planning Group] Women are not going to sever the special emotional connection that they have with glossy magazines, even if they are feeling the pinch, 'for the sake of £3'.

The magazine Elle surveyed 4,000 readers and found that they were determined to keep shopping, therefore determined to seek out things like beauty products that are featured in magazines. It showed that 33 per cent of respondents' clothes-shopping habits remained unaffected by the crunch and 42% said they would sacrifice a night out in favour of shopping.

'But they are being a lot more elegant in the way they buy. The huge flurry of instant gratification shopping in the lunch hour - I don't think they are going to be doing that anymore,' [editor-in-chief Lorraine] Candy says.

High-end advertisers are not being quick to give up their positions at the front of high-end magazines, so far.

To do so could mean that they lose their slots for months, if not years. 'It is almost like a nuclear deterrent. You can't be the first to blink,' says Brydon.

Nicholas Coleridge, the managing director of Condé Nast in Britain, says he expects next year to be "challenging", but the company is forging ahead with plans to launch not one, but two high-end magazines.

'A lot of it is about dreaming,' says Jeremy Langmead, editor of upmarket men's title Esquire, who predicts magazines will provide more of that next year. I am not going to rent Richard Branson's house on Necker Island, but for 10 minutes I am going to imagine I am lying on that beach.'