Un lungo, interessantissimo articolo di Diana Bagnall, che già abbiamo inserito in Timone, ma che visto l’argomento è importante riportare anche qui.
Dopo dieci anni di assenza, o giù di lì, Bagnall torna a occuparsi di riviste ed è costretta a una full-immersion per imparare cos’è cambiato nella gestione, costruzione, pubblicazione delle riviste oggi. Un argomento che – va da sé – ci tocca da vicino.
It wasn’t just the internet that kneecapped traditional magazine businesses; it was the smartphone and Facebook. It’s a chicken-and-egg thing, but the huge uptake of smartphones triggered a stampede towards social media with its myriad communities. Until then, people had found and demarcated their tribes in all sorts of different ways, but magazines were an important one. People gravitated towards magazines as much to endorse their idea of themselves as for information and entertainment, as ex–British Vogue editor Alexandra Shulman wrote on Business of Fashion. “You chose to be seen with Vogue instead of Cosmopolitan, with World of Interiors instead of House Beautiful, with Grazia rather than Hello. Or vice versa.” Now, through Facebook groups, Instagram, Twitter feeds and the like, there are easier and cheaper ways of achieving many of the ends that magazines once served. The consumer magazine market is “reaching an existential threshold” and publishers “face a crisis of purpose,” London-based media research group Enders Analysis warns.