Überlegungen zum Zeitschriftenmarkt

Nico —  6.11.2006

A Tale of Three Communities zeigt ganz gut auf, was auf Zeitschriften und ihre Verleger zukommt:

The magazine business was built on scarcity and inequality. The editors guarded the gates of the printing press to make sure that only the best ideas got in. They had to – there was only so much paper.

But online, there’s a scarcity of scarcity. Web pages, unlike paper, scroll to be as long as they need to be. The gatekeepers have no mandate here. And, as a result, we’ve seen a flowering of authentic media the likes of which the world has never seen.

The online world has created a culture of creation among ordinary people. Meanwhile, magazines are still partying like it’s 1899. Writers write, readers read, and never the twain shall meet.

Simply put, this can’t last.

Magazines need to open their doors to their readers. Instead of thinking of writers and readers as two separate communities, magazines need to realize that they really only have one community: the people who give a shit about their magazine.

Ich lese keine Zeitungen mehr und Zeitschriften eigentlich kaum noch. Mein Leseverhalten hat sich in den letzten Jahren komplett verändert, ohne URL geht nichts mehr. Die Artikel in den Zeitschriften erscheinen oft steinalt oder nur oberflächlich, von einigen Print-Erzeugnissen wie Wired oder Brandeins mal abgesehen.

Der Zeitschriftenmarkt hat noch eine ziemliche Disruption vor sich, das wird ein Spaß. Für die Leser.

[ via: Hugo E. Martin on Media, Marketing & Internet: Die Mär von den 3 Communities in Social Media ]