Marina Go Reveals What Could Be The Death Of Print

Marina Go Reveals What Could Be The Death Of Print
SHARE
THIS



Yesterday, Marina Go, general manager of Hearst Australia brands ELLE, Harper’s BAZAAR and COSMOPOLITAN, told B&T about her time at Bauer and hopes for her successor. In part two of our exclusive chat with Go, she revealed the tricks to keeping print alive in the digital age.

In our interview, Go strongly agreed with the sentiment, “If magazines don’t take risks, they’ll die”, adding that it was about the balance between constant evolution and maintaining brand consistency.

“I love print, but everything has a time and a place now,” she explained. “People that buy magazines are digitally-savvy, and they love it in the context of a magazine.

“But I do think we have to stop this thinking that we’re creating a magazine, and if it’s good enough people will find it. Because you know what? They won’t.

“The mantra now is if the content is good enough it’ll find me. That’s what millennials say. And Facebook has done that to us. Millennials expect that content will come to them, so it’s completely at odds with them that they would go seeking out something, unless we tell them to or give them a good enough reason to. Therefore, it’s up to us to reach them.”

Go said she hopes this will be enough to keep the print product alive.

“I believe in magazines; I believe in the fact that they add value to a person’s life. There is a time in your day or in your week or in your month, depending on how you read magazines and what you use them for, when magazines have meaning.

we have to keep in mind, what is the place of magazines?

“And we’ve spent the last few years finding that meaning, and really focusing on what a magazine means to readers now in the context of everything else that they’re dealing with in the news cycle and in their day. They’re constantly being interrupted by all sorts of media. But we have to keep in mind, what is the place of magazines?

“I don’t think the struggle is that magazines are suddenly irrelevant. I feel like the way we market to readers has to change and maybe the way we distribute them has to change.”

Go is currently working on two media-related projects, which she says will keep her involved in the industry while she pursues her new role. Something she says is “very dear” to her is a mentoring program she has developed with a friend that helps young women in their career, which is called Breakthrough Blueprint.

The second project is a geo-location, push notification retail app called Daily Siren, that aims to drive more foot traffic into stores.

Speaking about the latter, Go said she hopes this kind of technology might help keep the physical print product of magazines alive for longer.

“I’m hoping that this has application for magazines, because one of the challenges I’ve noticed in the time I’ve been working here, is that the consumers that buy our magazines absolutely love them, but the marketing is so fragmented now and consumers by nature – certainly the millennial generation – are not necessarily going to the places where we sell magazines.

“So in some ways, there’s no more stumbling over a magazine and being delighted by a cover when you find it. I feel like the casual readers are not there anymore.

“What I’m hoping is that we can use something like this push notification app to remind people that magazines are on sale when they’re near a newsagent or supermarket. Then hopefully the ones who say they love it but don’t know when it’s on sale will actually go into the store and buy it.

we have to stop this thinking that we’re creating a magazine, and if it’s good enough people will find it. Because you know what? They won’t.

“Think about it – how do we remind people that a magazine is on sale? When I was a magazine editor years ago, consumers were all on the same cycle, which was a monthly cycle. As a magazine reader and as a magazine editor, we were all working to the same on-sale date.

“Now, our consumers are on a 24/7 news cycle – some of them don’t know what month it is – they certainly don’t know when the magazine is on sale next.

“Whereas when I read Dolly as a teenager I would be the first one at the newsagent on the Monday morning because I knew that the new one was coming out. Our readers don’t know anymore; they don’t even know if they’ve missed one.

“And as publishers, the opportunity to market to them is so fragmented now, it’s really difficult to reach them unless you reach them via phone. Which is why I feel like the [Daily Siren] app could be a good opportunity.

Quizzed on what looks to be the most promising trend for 2017 in the print world, Go said it’s still all about mobile.

“I still think that whatever happens next, it’s the smartphone that we have to completely remain across, and think very carefully how to use this to our advantage so that we remain at least in some relationship with the consumer on a personal level. Otherwise the consumer takes full control and we could be cut out,” Go warned.

there’s no more stumbling over a magazine and being delighted by a cover when you find it. I feel like the casual readers are not there anymore.

“The smartphone is the only way to reach people on a personal level. I don’t think we’ve yet exhausted the whole need for personalisation in terms of consumers wanting to feel like things have been specifically created for them.

“And I think that’s one of the benefits of a magazine, actually. The most personal form of media has always been a magazine, because it’s created for a specific audience. Whereas in the digital world, there’s a lot of content and you’ve got to filter it.

“I think the greatest challenges have always been understanding the customer; making sure you never sit comfortably and assume that customer behaviour is always going to be consistent. Staying one step ahead or at least in line with changing customer behaviour us the most challenging thing.

“You have to be reminded that your readers have different lives to people working in publishing, and the things we think really matter don’t always matter as much to them, but something else might matter more to them.

“So just making sure we always remain in touch with our consumer is, to me, the most important thing.”

 

Please login with linkedin to comment

Advertising Standards Bureau Hearst Bauer Brands hearst publishing The Edge

Latest News

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]

IPG Unveils “Remarkable” 15% Q3 Growth
  • Advertising
  • Media

IPG Unveils “Remarkable” 15% Q3 Growth

With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.

by B&T Magazine

B&T Magazine
Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]