Condé Nast on Magazines

Found this interesting message in the March 2011 edition of Wired. Condé Nast is rallying the troops with this little declaration. And not just the internal troops (the writers, editors, photographers, and other employees that contribute to a magazines production) but also the external troops (those diligent people who are still buying magazines in either physical or digital form).

I can’t decide if this sounds inspiring  or naive. Waht do you think?

Go ahead, dive in.

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We surf the Internet.
We swim in magazines.

The Internet is exhilarating. Magazines are enveloping. The internet grabs you. Magazines embrace you. The Internet is impulsive. Magazine are immersive. And both media are growing.

Barely noticed amidst the thunderous Internet clamor is the simple fact that magazine readership has risen over the past five years. Even in the age of the Internet, even among the groups one would assume are most singularly hooked on digital media, the appeal of magazines is growing.

Think of it this way: during the 12-year life of Google, magazine readership actually increased 11 percent.

What it proves, once again, is that a new medium doesn’t necessarily displace an existing one. Just as movies didn’t kill radio. Just as TV didn’t kill movies. An established medium can continue to flourish so long as it continues to offer a unique experience. And, as reader loyalty and growth demonstrate, magazines do.

Which is why people aren’t giving up swimming, just because they also enjoy surfing.

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