Always on paper

Always on paper

: When Always On started, I snarked that it was a magazine from a company that couldn’t afford paper anymore. A big cruel, I’ll admit, but I liked the line.

Now it turns out to be true — and they can afford the paper. AlwaysOn is freeze-drying itself as a magazine.

Somebody (I forget who) said it was the first web site to become a magazine. Nope. Nerve beat ’em. And is a web site that became a paper. Ditto NorthwestVoice.

Are readers demanding to see all these sites on paper? No, I don’t think so. Ad sales people are. It’s still a lot easier to sell ads on paper than on screen. The ad industry just hasn’t caught up to the market.

But as soon as you try to make the switch and get the ambition to kill trees, watch out: Lots of risk and expenses — production, paper, ink, printing, distribution — follow. Print is hard.

: Rex Hammock, the boswell of slick print, chortles at all this:

So, just to bring us all up to speed regarding these vaporzines: The Red Herring is selling subscriptions to a weekly and Tony Perkins is selling subscriptions to a quarterly written by former Red Herring writers.

So does Rafat Ali.

  • And why is it easier to sell ads on paper? Because there are no click-through stats to make the execs realize just how worthless their ad money is.

  • Andy

    Bring back Industry Standard-! Ads galore and even they were intelligent and interesting.
    The problem today is that ads are boring. Too many spraying the same message. Use the medium and use the demographics to challenge and engage the viewer. Pablum looks like baby poop. Stop feeding us pablum. Speak to the highest denominator, assume the viewer is educated, curious, and aware.
    If the ad is predictable, why read it-?
    Is this it? Have we reached the limits of our imagination? No other forms of presentation? No other messages? No other ways to measure? BULL GARBAGE.
    We have reached the limits of THIS generation of rich and satisfied producers. As Julius Caesar mentioned; keep an eye on the lean and hungry among us.
    The 1990’s should have taught every business professional to examine assumptions, review precepts and stay close to the customer. This applies to advertising, journalism, home building, trucking, airlines, every segment of our world. The young are smarter, better educated, less hindered by baggage, hungry, viscious and charming. Their time approaches.