By Daniel Brogan
Editor & Publisher
Let’s be honest: New Year’s predictions tend toward wishful thinking. So while I’m as tempted as the next guy to forecast an improved economy and rejuvenated marketing budgets (or at least come up with something funny), I’ll instead go with something I can say with far more certainty: For better or worse, 2010 will be the year that magazines seal their fate.
The year ahead is likely to see a variety of shiny new gadgets, all promising to provide new publishing platforms that are well suited to what magazines do best. The question is what we’ll do with them.
If we follow the example set in the last decade by newspapers, blindly following every trend that came down the digital pike (Free content! Podcasts! Blogs! Citizen journalism! Facebook! Twitter!) without giving any real thought to sustainable business models, we will surely slide into irrelevance, just as they have.
On the other hand, if we give careful attention to re-inventing ourselves in ways that truly serve readers and advertisers alike – you may have already seen this example, but a far more thoughtful exploration is here – we stand a real chance of thriving in this new decade.