In today's market to be successful you must build a real relationship with your audience that which you pour out your passion and enthusiasm for the central theme of the magazine in order to build and strengthen your voice.
"When television came onto the scene, theaters didn't die; books didn't die, nor did radio. Therefore digital did not or will not kill print and vice versa. There is room enough on our audience's page for both…"
Here are some key take aways from Mr. Magazine Samir A. Husni. A leading expert on the magazine industry inspires people to think outside the box and spark creativity to ingrate new energy in magazines.
- You must engage your audience/customers. We design, create, plan, inform, entertain for one thing and one thing only…our audience. We must never forget to put the audience first, not advertiser or our own interest. Not for mentions or awards although it's nice to be recognized. Creating content with the mindset of the audience first is what will hook the reader and keep them coming back for more then they'll share with others.
- Know your passion and addiction, then create the content. Understand your magazines central theme and let your creativity and passion explode. Let your words bring life to the content. Use pictures, the larger, the better. We see the visual elements before reading. Learn color theory and use the right colors for your audience. Add videos and sound to your digital presence to complement the print magazine. All this translate into building the brand and bringing the audience to your obsession.
- Must have passion to build relationship with the audience. The audience can tell when you are creating content on autopilot. The love for what you write about can be measure by the way you engage your audience through your content. Let your obsession and addiction for health, racing, design, weddings, your city, business, etc. jump off the page loud and clear. "Addiction and obsession are both parts of real loving relationships…". Whether you realize it or not, you are in the relationship business.
- We must rewire our thinking from obsessing over digital and latest technology to engagement. We shouldn't put all our hope on tablets and mobile to save the industry but building relationship with the audience no matter the medium. Technology changes rapidly from tablets a few years ago to a focus on mobile, so who knows where technology will focus on in the next few years. So to capture your audience, no matter how they read your magazine, you must build long-lasting relationships and create your brand that relates to and engages the audience.
"… what we create in print is permanent, but digital is ever-changing… In print there is Value… Print is the bridge between yesterday and tomorrow. In digital there is no lasting value…"