In this very special live episode of Media Voices the team discuss the future of free media in front of an audience at Magfest ’18, the UK’s premiere magazine-focused event. On stage in the far-flung city of Edinburgh, the team are joined by Mike Soutar, chairman of ShortList Media Limited, and Radio Times Editor Mark Frith to discuss the fate of free magazines.
The flip side of the publishing sector’s ‘pivot to paid content’ is the threat to free media.
With distribution costs cut to zero, digital media growth has been driven by aggressive, ad-funded business models for decades. But the last couple of years have brought serious questions around the sustainability of content paid for by advertising. Increasingly interruptive formats, insidious ad targeting and data breaches are turning consumers off, while publishers have to tackle ad fraud, poor viewability and display revenues stalled under the thumb of the duopoly.
So, are the days of free media numbered?
We’d like to extend our thanks to Magfest for inviting us to speak – for the three of us it was validation of Media Voices’ journey to this point, and hearing from the other fantastic guests has given us plenty of ideas for future episodes! Visit www.magfest.co.uk for more information.
And we’re off with @mediavoicespod live podcast at #MagFest18 “Is there a future for ad funded media? Yes, having widely accessible media is important (for society)” | “but 300k is the minimum you need for a free print audience” says @MikeSoutar #podcast pic.twitter.com/iqnbN6vGzJ
— What’s New in Publishing (@wnip) September 21, 2018
“It’s not free to do free,” says Peter Houston. @mediavoicespod #magfest18
— paul f cockburn (@paulfcockburn) September 21, 2018
It’s @mediavoicespod LIVE at #Magfest18. Whoop whoop. pic.twitter.com/09EAYW6YSf
— Eric Campbell (@tfiviking) September 21, 2018
Are free magazines from non-publishing brands (like supermarkets) blocking the rise of other “freemium” titles? @mediavoicespod #magfest18
— paul f cockburn (@paulfcockburn) September 21, 2018
“Chasing scale can be a mug’s game,” says Mike Soutar. Quality audiences could support free digital brands. @mediavoicespod #magfest18
— paul f cockburn (@paulfcockburn) September 21, 2018
Content, audience and revenue—still the three-legged stool of publishing. You need all-three to support each other. @mediavoicespod #magfest18
— paul f cockburn (@paulfcockburn) September 21, 2018
And now for some @RadioTimes goodness with Mark Frith. (Yes, I have inadvertently become the completely unofficial @mediavoicespod livetweeter at #MagFest18) pic.twitter.com/PW4TnzhOED
— Paul Makin (@PaulXMakin) September 21, 2018
.@MikeSoutar joins the gang impromptu “there are still lots of digital opportunities…and you don’t need to chase scale either…it’s all about quality of audience and creating a valuable community with multiple touchpoints” #digitalpublishing #podcast @mediavoicespod #magfest18 pic.twitter.com/0RNqXLJzwt
— What’s New in Publishing (@wnip) September 21, 2018
“The idea of free information is extremely dangerous; if you want good information, pay good money for it.” @mediavoicespod #magfest18
— paul f cockburn (@paulfcockburn) September 21, 2018
Quote of the day so far at #MagFest18 comes from @chrismsutcliffe ‘playing devil’s avocado’, heard it, loved it, definitely going to use it 🥑 @MagazineFest pic.twitter.com/JVYHjmsfCV
— Kerri Logan (@_kerrielisabeth) September 21, 2018
Thanks so much to our guests/hostages @MikeSoutar and Mark Frith for appearing on our live #Magfest18 episode! pic.twitter.com/ZGoDnANPPs
— Media Voices Podcast (@mediavoicespod) September 21, 2018
Special media voices treats for people at our live podcast and our upcoming workshop! #Magfest18 pic.twitter.com/etTt5MrJUW
— Media Voices Podcast (@mediavoicespod) September 21, 2018
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