Titi Ogunbayo- Finale

When something looks glossy and fun it is sometimes hard to imagine the hard work that goes into producing and sustaining such things. The visit to Hearst really opened up my eyes to the challenges and opportunities the Magazine Industry face. When I flipped through magazines back in the day, all I saw was the editorial effort but hearing Carol Smith talk about the business side was a highlight for me. Her vision and drive have made Harper's Bazaar what it is today and it is rather inspiring to see a woman take hold of something and leave her legacy all over it.

 

I was surprised to hear that the demise of magazines all depends on the type of magazine, the audience and the alternatives/competitors. To hear the media talk about magazines, one would think the whole industry was being read its final rights.

I wasn't too surprised to hear about magazines becoming brands in order to survive, particularly in the fashion industry where the likes of Vogue are worshipped by every "fashionista" out there. People don't just buy any fashion magazine, they buy the status or the recognition that comes with being seen holding a copy of Vogue, Elle or Harper's Bazaar.

 

But to hear about Harper's branching out and differentiating itself from other magazine brands by integrating its magazine with a Harper's website was wonderful. And I was also shocked to hear that brands that appear on the Harper's website are enjoying a "branding opportunity" and not necessarily a "selling opportunity." I also love that the magazine pushes boundaries by going to places where high-end fashion magazines never venture- Coachella-who would have thought? This actually makes me want to go to a music festival in the summer.

 

However, the most eye-opening thing I learnt was that the Publishing Industry single handedly killed their subscription stream. With all their tactics to attract subscribers in order to charge advertisers more, they ended up sabotaging themselves.

I no longer read magazines but it think becoming mobile and interactive, not just online but in places where readers wouldn't expect certain magazine brands to be is the way to enhance the prominence of any magazine.

 

The semester is over and even though I am sad that Steve is leaving, I am very grateful to have been taught by him- ugh, this is so hard!

But the Evolving Industries class has taught me not to underestimate any facet of the Communications industry. There were certain companies I was sure I wouldn't be caught dead working in and now, my thinking has changed. I have also learnt to challenge myself; things may not come easy at first but its okay to try and stumble, as long as I learn along the way.

Another amazing this is I am no longer a hypocrite, advertising, both online and offline, no longer annoy me. I now watch ads with the patience of a saint and I think its because I now appreciate the amount of work people actually put into making those ads and it's ok to give them a 15-30 second chance to appeal to my wallet.

Thanks, Steve!