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Are B2B Magazines Dead?

Date posted: May 19, 2009

Rick Short, marcomm director at Indium Corporation, recently asked the B2B Marcom group on LinkedIn if they thought print magazines were dead. His question generated a lively discussion.

I responded to Rick by saying, "When I first started writing for B2B print publications in 1989, there was talk of the magazine industry's demise. At the time, reports of its death were greatly exaggerated (apologies to Twain).

"Today, however, I think we're closer to the end of print than the beginning. Clearly, new media will prevail in the long run, but how long is that run–5, 10, 20 years?

"I expect that I'll be contributing to print publications for years to come; however, many years ago, I made a concerted effort to embrace new media and become adept at its nuances. I did so in an effort to make myself 'bullet proof' from print's demise. I hope that magazines will continue to be produced for many years, but, like many in the B2B media industry, I'm excited about the possibilities that the new media holds. For those who understand how to write for the Web (and exploit its goodness), this is the Golden Age."

What do you think?