“PRINT is dead” has been a heat refrain recent year since the raise of digital devices and online media. Using tablet has become the major trend that urges the publisher to develop new things to fit the market trend. In the past, magazine industry has proven remarkably resilient in challenges posed by television and radio. As of now, the industry is expected to overcome the threat again. In the followings part, we will discuss how the magazine industry against and adept the threat and opportunity bought by digital and online media. Two magazines, Vogue and Harper’s Bazaar, will be analyzed. For over a century, Vogue is known as the best fashion magazine and an expression of culture. With the raise of digital media, Vogue remains its dominant position in the market with a noteworthy readership of over 1.3 million. However, any magazine publisher should have aware and preparing for the impact that digital media bought to the market. However, with the increase competition of readers with digital magazine, Vogue seems hesitate about launching the digital versions immediately. The reason behind might because of Vogue is trying to figure out the impact and effect that bought by digital media toward the advertisement and print editions. …show more content…
The revenue gained from advertisement typically more than 70% of the magazine profit. It can be understand that why Vogue do not want to launch an online version earlier as they afraid the digital version will affect the profit from advertisements. Still in order to pursue the of growth revenue of digital media, the magazine industry must find a suitable business model in digital age. Conde Nast, the publisher of Vogue magazine, spent around $500 million to invest in digital media. They are targeting the new business that could sell services to advertisers in areas like e-commerce, social media and lead