John P. Loughlin, EVP and GM of Hearst Magazines, kicked off DMA's Circulation Marketing Day at the Time Inc. Conference Center in New York City as keynote speaker.
Loughlin called attention to four drivers vital for magazine companies to focus on: traditional direct marketing techniques; tablets and other technology; databases and data mining; and e-commerce. He also closed the debate on "print vs. digital," and for magazine publishing, "The only way it works is to embrace the possibility of ‘and'."
According to Loughlin, the days of consumer magazines relying on advertising pages as 70-80 percent of their revenue is over, and magazines "must deepen relationships with consumers...and get them to spend more dollars" across both print and digital, as opposed to choosing print or digital editions. In order to survive, magazine companies will have to sell products to consumers, relying on advertisers less and innovation and creation more.