times they are a changin’
Published January 5, 2009 | 
So here’s an interesting article in the New York Times showing how magazines are quickly losing advertisers as the new year begins. One has to wonder if this same trend will affect the paddling media and if so, with what repercussions? What do you think? Will all the mags survive 2009? Will companies advertise less? Sponsor less paddlers? What changes do you think we’ll see in the paddling industry this year?
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4 Responses to times they are a changin’
They’ll survive 2009, but they’re on a long, downhill slide. I’m an expatriate from the newspaper industry, which has been brutally victimized by the same trends. As a newbie paddler, I haven’t subscribed to any niche print magazines, which is what I would have done 3 or 5 years ago when launching a new obsession. Most of my information — and decisions on product purchases — have come from online sources. Paddling.net is a key one. Blogs like yours are another. I also go directly to the advertiser (i.e. QCC Kayaks, NRS, Seal cockpit covers) via Google searches.
I don’t think companies will advertise less, but they’ll advertise differently, often at much lower cost. If they’re smart, they can now create advertising that costs them only when they get leads rather than the shotgun blasts that traditional media enable. There’s an old saw that goes: “Half of my advertising dollars are wasted. I just don’t know which half.” Interactive advertising changes that dramatically, allowing savvy advertisers to track the results they get for each dollar they spend. That’s watershed, but it will take several years for advertisers to fully leverage it. Consumers already are …
Interesting side note: Your post caught my eye because I actually bought a print copy of the New York Times yesterday and saw this. It’s the first time in months I’ve purchased a print copy of anything other than the local paper, and this is from someone who spent the first 20+ years of his career working at newspapers.
Good thoughts. I read all my news these days online as well. It’s been almost a year I’d guess since I bought a physical newspaper. I also don’t read paddling magazines as I once did. I used to have subscriptions to a few but that’s cut way down simply as you mention, because there are so many other sources these days.
Glad you found your way here. . and thanks for commenting!
Although I do cruise around online to a variety of favourite paddling sites, until they make a splashproof computer that I can take into the bathtub with me, the kayaking mags are in my house to stay
I’m told that at the latest trade shows, paddling is considered recession-proof by the industry. That may be true, but what about depression-proof? I still buy Sea Kayaker Magazine, but few others. SKM has plenty of meat in it!
There are a lot of fine people in the paddler’s world, and those I know I like. I’d hate to see them suffer.
Susan, use less bubble bath (or bath alone!!) and you’ll be fine!
MarcP