At least once a week, I find myself wandering into Magma, the Northern Quarter bookshop. A small store in the midst of Manchester’s creative hub packed with an artfully curated selection of books and magazines. It's the love of print that drives me there, or more specifically the love of printed media. I could spend hours and hundreds when I get in, much to the amazement of many around me. By now, it's an old debate – why buy magazines when you can find all the same content online?
As a lover of print, it is an argument I often find hard to win. That’s why I was comforted this week after reading The Guardian’s interview with Anna Jones, CEO of British Magazine Empire Hearst. Jones believes that the future of magazines lie in both print and digital – not just one or the other. For her, it’s a matter of catering for consumers and giving them what they want.
Sitting firmly on the print side of the fence, it was not only good to hear but also surprising. With so many companies thinking with their digital first, it was refreshing to hear about an audience led approach.
I agree that different audiences will always require different things and, as with the type of magazines we choose, the medium comes down to personal taste but for me nothing will ever beat a printed publication, whether that is a magazine or a book. It makes me sad to see bookshops and libraries closing down and people sat on the train staring at a screen instead of engrossed in a paperback.
For me it's the interaction with a physical magazine. I look forward to getting home and opening the fresh pages, being able to fold down the corners, circle things I like, and, go with me on this one, I like the smell of the print. I like feeling the pages, I like the way my stack of Vogue’s look on my dressing table and my stack of home magazines sitting under my coffee table.
For those who tore out our favourite pop stars and stuck them on their bedroom wall, for those who always buy a magazine to read on the plane, for those who like curling up on a Sunday afternoon with the glossies from the Sunday papers, the experience of magazines can never be replaced.
Amid all the change, the one constant and important element is that magazines know their audiences and serve them with relevant, useful and compelling content whatever format they prefer. It’s just that for me, that format must always be printed.