Print Is Not Dead! Thank You, Advertising!

Finally, magazine companies have found a way to be somewhat successful by using unique advertising techniques to make their issues seem special and rare. In a recent article in the New York Times, http://www.nytimes.com/2009/10/12/business/media/12adco.html?_r=1&scp=1&sq=espn%20body%20issue&st=cse, ESPN the magazine is featured. It's no secret that print journalism has been suffering lately, so workers at ESPN took it upon themselves to come up with a new technique to attract more readers. They were quite successful when they stumbled upon critiquing their Body Issue by having the athletes pose in the nude. Although nudity can be known as an attention grabber, it wasn't the only surprise the body issue had in store for us readers. It also featured athletes who had been injured and close up shots of their injured body parts. Disgusting? For some. But seemingly interesting, refreshingly different, and 'awesome' for stereotypical male ESPN Body Issue readers. This issue was a success, and the company claims that it's just another ordinary issue with some added bonuses, and that advertisers should know that every magazine could get this circulation as well. Good try, but we all know that the October Body Issue is the most popular issue of the year, and advertisement agencies aren't stupid...they know that this issue receives more attention than a regular issue. My advice to ESPN: don't push away the only thing thing that is helping you stay afloat right now by trying to fool them. And my advice to advertisement agencies: keep promoting magazines that you feel have an opportunity to be successful, because I think we're underestimating the print industry. I don't think it's going down without a fight.