Publishing during a pandemic - Gearing up for a hybrid future as we move into a post-Covid world - FIPP
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Publishing during a pandemic Gearing up for a hybrid future as we move into a post-Covid world AUGUST 2020 UPDATE
Contents
01 Clocking in: a hybrid workplace / p04
02 Innovation: the only way out / p10
03 Content: words with purpose / p17
04 Networking: a virtual reality / p22
05 Revenue: evolution to revolution / p27
Writers: Piet van Niekerk; Pierre de Villiers
Editor: Sylkia J. Cartagena
Designer: Ian Crawford
© FIPP. All rights reserved
02
Introduction
Looking beyond
Covid-19
F
IPP’s first two ‘Publishing during a - publishers are starting to understand what informed predictions - including what
pandemic’ Covid-19 reports mapped the long-term impact of Covid-19 on their the new workplace may look like and
publishers’ initial response to the industry might be. While this third report - how we will now approach networking.
coronavirus pandemic. The first analysed the ‘Publishing during a pandemic: Gearing up
immediate impact of realities such as the for a hybrid future’ - continues to shed light By keeping track of the impact, response and,
loss of newsstands, a slump in ad spending on early lessons learnt, it’s main focus is on ultimately, our industry’s survival strategies,
and limitations on content creation. The how publishing might look in the future. FIPP is not only recording the process of
second report then looked at how the industry dealing with this crisis but also mapping a way
was standing up to the early challenges. Some chapters continue to make for grim to overcome future challenges. FIPP’s belief
reading (we cannot ignore the dismal remains that by sharing thoughts, experiences
With the benefit of hindsight - and with many facts), but there are also pleasant surprises and learnings during such a time enables the
knee-jerk responses having now played out and many examples of innovation and entire industry to learn, and survive, together.
03
Covid-19
Snapshot
01 Clocking in: a hybrid workplace
As lockdowns start to ease in many countries and publishers allow employees to slowly head back to the office, how much of
the new work practices adopted during the height of the Covid-19 pandemic should be retained?
W
hen the Covid-19 pandemic
Harry Cunningham
forced newspapers and
magazine workers to
head for home offices, publishers
hoped things would get back to
normal as soon as possible. However,
with companies increasingly finding
effective ways for their staff to work
remotely, many in the industry believe
it would be foolish not to hang on to
some of the new coronavirus work
practices as lockdowns start to ease.
“The question people are asking is -
are we now all going to be on a beach
04
Covid-19
Snapshot
in Tahiti or are we going back to the brought out the best in the company’s the product and news team were
offices?” said Jonathan Wright, Global workforce. “Our ability to get our working on some really good tools
Managing Director for Dow Jones, products to our customers has gone for the upcoming US election and we
speaking during a FIPP Insider Webinar without a blip and there have been repurposed some of them and have
hosted by FIPP President and CEO, enhancement and developments along brought them forward – like Q&A tools,
James Hewes. “From my perspective it the way,” he explained. “The first offices which are now running on the site.”
would be a shame if things went back to we had to close down were mainland
normal. We’ve got some great learnings China and Hong Kong and we saw it as At travel media content creators Ink, the
(during the lockdown) – in some this experiment of working from home Covid-19 outbreak has prompted a new
instances some of our processes and and how it would work.” way of producing in-flight magazines
approaches have actually improved. and online content for its large stable of
“It’s not just the bare basics of getting airline clients including American Airlines,
“I think we are going to take some very things working, but thinking smartly United Airlines and easyJet.
interesting things from this and apply and putting customers at the centre of
it to our future way of working. There what we are doing. You have to garner a “We are undergoing a restructure to
will be a hybrid approach where there huge base of expertise to make this run change the way we work – to be more
is an office somewhere where you go smoothly and that’s a testament to the collaborative and flexible,” said Kerstin
to collaborate rather than sit at the contingency planning we did.” Zumstein, the company’s Editorial
computer every day and I’m very excited Director. “We are streamlining our
to see how that works.” Part of the Dow Jones approach processes by encouraging each
during lockdown has been to reassign content creator to work across
Learning on the job resources. “We’ve looked at our coverage accounts and channels rather than just
According to Wright, operating during and how our newsroom operates,” focus on one title or medium. The key
lockdown has presented a “steep explained Wright. “We have repurposed here is tightening our communication
learning curve” - but one that has tools as well as resources. For instance, loops to ensure we stay nimble and
05
Covid-19
Snapshot
HIGH ANXIETY
Not everyone agrees that getting back to the office adaptable to meet our clients’ to be productive or because they have
will be as easy as anticipated. Industry players say changing content needs.” a purpose for it or they simply need to
getting out of the office was the easy bit. Going back have physical presence in the office,”
is the problem, with social distancing a speed limiter. Embracing remote working he told FIPP.
AdNews.com reported working in high rise buildings Most publishers have found
will present its own set of challenges because fewer during the past few months that In this hybrid office space, there
people will be allowed in lifts at any one time because remote work and flexible working will be an increased demand for
of coronavirus regulations. By the time everyone is arrangements can work, with privacy and a greater demand for video
at their desks, after waiting their turn to ascend, it’s some even attesting to the fact conferencing space.
time to leave the building. that staff have become more
productive. “We think that the need for the kind
Some media companies and agencies have staged of modular private spaces... will only
a part return, a day or two a week at the office, a According to Brian Chen, Co- increase in demand,” Chen added.
voluntary process to limit the number of people in a founder and CEO of workplace
building at any one time, ensuring everyone can stay design company ROOM, there For many, achieving a balance between
the recommended distance apart. will eventually be a migration working from home and working from
to a hybrid workplace, where a an office will be the best outcome – for
significant portion of the employee productivity and creativity. According
workforce is going to resume to a recent report in The Economist,
working from home because it’s several studies suggest the benefits
proven to be effective. of working from home only materialise
if employees can frequently check in
“There will be certain parts of the at an office in order to solve problems.
workforce that will go into the office “Vibrant public spheres foster
because that’s the best place for them creativity,” the publication suggested.
06
Covid-19
Snapshot
“Clear communication is vital to our success and nothing beats being face-to-face. When
brainstorming ideas, we riff off each other in a way video conferencing simply cannot facilitate”
Favouring face-to-face we riff off each other in a way company is open to a flexible work
Even though Ink embraced video conferencing simply environment in the future.
remote working while cannot facilitate.
weathering the Covid-19 “The extent to which Covid-19
storm, having staff back on “But I’m keen for the team to will accelerate the development
site will play a big part in the have at least one day a week towards more flexible work at Axel
company’s future success. to work from home: To focus on Springer is an ongoing process,” Jan
more singular tasks and have a Bauer, Junior PR Manager at Axel
“Clear communication is vital to break from commuting.” Springer, told FIPP. “Certainly, on-site
our success and nothing beats presence will become less important
being face-to-face,” said Kerstin A safe work environment for many of our employees.
Zumstein. “Being flexible and quick to In Germany, where the virus has been in
Kerstin Zumstein,
respond is one of Ink’s strengths so Editorial Director retreat, Axel Springer started returning “With the opening of the new Axel
we are introducing weekly stand-ups at Ink 50 per cent of its workforce to the office Springer building we will introduce new
to ensure we know who needs support from 1 June - with extensive protective working methods, which aim to achieve
with what.” measures put in place. more mobility and flexibility for the
individual employees: Flexibility with
“For this form of ‘live’ collaboration, it will While the publisher of newspapers regards to increased options to choose
be necessary to come together in the like Die Welt and Bild has invested your workplace within the new building;
office. Especially when brainstorming in new premises in Berlin that can and increased mobility by means of a
ideas, there’s a collective buzz and accommodate 3,500 employees, the more focused implementation of mobile
07
Covid-19
Snapshot
be essential for us to strike a balance then being able to move as quickly as
between the physical presence in our possible in an agile and adaptive manner,
buildings and the individual organisation is required.”
of working hours through mobile working.”
When it comes to employees, hybrid
A mental adjustment working seems to be an increasingly
In a recent report released by the World popular option. According to recent
Economic Forum, the Swiss-based study carried out by the Adecco
NGO stressed that a pivot to remote Group across eight countries, 77
working requires leaders to “embrace per cent of employees would prefer
organisational change management to hybrid working, whilst 79% thought
reimagine the future of their organisation it was important that their company
and how employees can work and implemented more flexibility in
working. In many of our departments, Axel Springer’s new collaborate”. how and where staff can work.
HQ in Berlin has space
this is already common practice, so
for 3,500 workers -
the discussion about new work at Axel although the publishers
“It requires an institutional mind-shift The findings also showed that, while
Springer – which due to the corona are looking to continue to a platform mentality, which involves employees would prefer an even split
crisis has recently gained traction in with a hybrid approach identifying what assets are critical and of working from home and in the office,
to office work
public discourse – has already been what are contextual,” added the report many felt their company would expect
anticipated to a certain extent. ” by Kristine Stewart, Head of Shaping them to work from the office more than
the Future of Media, Entertainment two thirds (66 per cent) of the time.
“Naturally, we are assessing which and Culture, and Anil Menon, Managing
learnings to deduce from our adaptation Director, World Economic Forum. “As the
to the corona crisis and which practices Covid-19 pandemic has demonstrated,
to retain. In the future it will continue to preparing for a variety of scenarios, and
08
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Covid-19
Snapshot
02 Innovation: the only way out
Whether it’s going online, becoming subscriber-based, closing down magazines or outsourcing your editorial services,
publishers have had to take some radical decisions to absorb the huge impact of the Covid-19 outbreak
C
ovid-19 does not respect brand names. From Publications that
have survived
iconic lifestyle magazines to award-winning
Covid-19 have had
newspapers and niche titles, the pandemic to find new ways
has not spared any publication, forcing the entire of putting
industry into survival mode over the last few months. editions
together
While some publications have survived by going online
or suspending their print run, there have been some
major casualties in the media’s ongoing battle against
the virus.
In late July, Bauer Media made the shock announcement
that revered music magazine Q would close down after
34 years as the publisher failed to find a new buyer. The
final issue was published on 28 July.
10Covid-19
Snapshot
Press Gazette reported that Bauer to help keep our head above water in almost seven decades and adopt a new
is also closing car magazine Modern an extremely challenging print market. ‘digital-first’ approach.
Classics on 29 July while it has sold Covid-19 wiped all that out.”
the magazines and websites of Sea While the Covid-19 outbreak sped
Angler, Car Mechanics and Your In June, Bauer brought the curtain down up the publisher’s decision to go
Horse to Kelsey Media. The company on Planet Rock, “true-life” magazine digital, Playboy had already started
was unable to find equivalent new Simply You, and Practical Photography. It to increase its online presence
owners for Q and Modern Classics also closed the print and digital editions before the pandemic struck.
and decided to cease publication. of Mother and Baby to focus instead on
the brand’s flagship awards event, while “This past year, our focus has been on
“These tough decisions were made Golf World was lost as a standalone meeting audiences where they are,”
to help us recover and rebuild brand after more than 40 years as it Ben Kohn, CEO, Playboy Enterprises,
through the Covid-19 crisis,” said merged with Today’s Golfer magazine. explained in an open letter on Medium.
Bauer’s Chief Executive of UK “We gained over 4 million new Instagram
Publishing, Chris Duncan. Bauer said these titles were “unlikely to followers and saw over 50 per cent
be sustainable” after the Covid crisis growth in engagement on our social
Having greeted the bad news with and that the closures would “protect the channels in the past 6 months, grew our
the tweet: “The pandemic did for us long-term health” of the business. digital video subscriptions by almost 30
and there was nothing more to it than per cent year-over-year and acquired
that,” Q editor Ted Kessler said in his The allure of online a direct-to-consumer commerce
final editor’s letter the closure was As far back as March, Playboy operation that serves almost 1M active
“an eventuality that nobody could’ve Enterprises announced that, because of customers every month.”
predicted as recently as March. We’ve disruption of the coronavirus to content
been a lean operation for all of my production and the supply chain, it would Playboy’s move to digital follows a
tenure, employing a variety of ways stop printing its famous glossy after decision in 2019 to take its magazine
11Covid-19
Snapshot
“While the stories we produce and the artwork we showcase is enjoyed by millions of people on
digital platforms, our content in printed form reaches only a fraction of our fans”
from a monthly to a quarterly publication 2021, alongside our digital content points have both affected what we do,
- a change that further hastened its and consumer product launches, we’ll along with the understandable decision
online transition. bring back innovative print offerings in taken by supermarkets to prioritise the
a variety of formats - through special delivery of groceries,” the magazine
“We are immensely proud of our editions, partnerships with provocative said in a statement. “Equally, the idea
revamped quarterly magazine that is creators, timely collections and more,” of telling our audience to visit a shop
inarguably one of the most beautifully Kohn added. “Print is how we began and during a period of high contagion
designed print offerings on the market print will always be a part of who we are.” seems irresponsible. The widespread
today,” Kohn said in March. cancellation and/or postponement of
Rocked by the virus major festivals, tours and album releases
“But it’s no surprise that media Another celebrated title that’s been also means that we are unable to deliver
consumption habits have been rocked by the Covid-19 outbreak is key pieces of coverage in May and June.”
changing for some time - and while Kerrang! - a heavy metal bible since
the stories we produce and the artwork 1981. The magazine was forced to stop Kerrang! initially planned to return to
we showcase is enjoyed by millions printing in April because the national newsstands on 8 July but, with the
of people on digital platforms, our lockdown in the UK made it “virtually ongoing suspension of live gigs and
content in its printed form reaches the impossible” to distribute a weekly disruption at newsstands affecting
hands of only a fraction of our fans.” magazine effectively. circulation and advertising revenues, has
decided to not print for the foreseeable
The magazine’s move to digital doesn’t “The closure of several local newsagents future. Instead the music magazine
mean it’s turning its back on print. “In and the decrease of sales at travel has poured its resources into reaching
12Covid-19
Snapshot
THE SECOND WAVE
Despite its best efforts to retain staff, a number of media organisations have had to implement job cuts
SOME OF THOSE who stood strong as the first Digiday reported that days later Guardian 84 of the 115 employees it furloughed in April
wave of pay cuts, furloughs and layoffs crashed News & Media announced it would eliminate would now be laid off.
over media worldwide earlier this year, are now 180 jobs, 70 of them editorial, citing a $31
Newsrooms have lost over 11,000 jobs through
starting to succumb to continued pressure. million shortfall in revenue.
the first half of 2020, which is on pace to
In mid July, Vox Media sent a memo to The BBC announced it was trimming another smash the record 14,000 newsroom job
employees announcing it was laying off six per 70 jobs of its own, months after stating it was losses posted in 2008, according to research
cent of its staff, many of them staffers that laying off 450 people at regional newsrooms. conducted by outplacement firm Challenger,
had been furloughed earlier in the year. Then US publisher McClatchy announced that Gray and Christmas.
The empty office
chair has become a
sad reminder of the
challenges faced by
the world’s media
because of Covid-19
Laura Davidson
13Covid-19
Snapshot
rock fans through its website and market only re-opening on 1 July and
social channels. “Kerrang! has always Montreal on 8 July.
aimed to deliver the best rock music
coverage anywhere in the world,” the Finding new ways to connect with its
magazine said in a statement in July. readers, the Time Out Group announced
in June that it will be providing curated
“Throughout the severe disruption content to Apple Maps through a new
caused by Covid-19 we have continued feature on iPhone, iPad, and Mac later
to do that through kerrang.com, through this year. Apple Map users will be able to
our video programming, and across our tap into Time Out ‘custom collections’ of
social channels – meaning that we now recommended food, drink and cultural
reach over 40 million music fans around experiences in cities around the world.
the world each and every month.”
“We are excited to work with Apple to
A new connection launch Apple Maps curated Guides this
Publications that thrive on its readers fall, allowing us to expand exposure
tapping into the culture of bustling of our incredible content to an even
city centres have had to box clever larger engaged consumer group,”
as Covid-19 emptied streets across Time Out Group Chief Marketing
the world. Free magazines Time Out Officer, Sumindi Peiris said. “As cities
and Stylist both temporarily stopped Time Out is staying Because of “slowing” advertising reopen and people hope to go out
connected to its
their print editions – with the former revenues, Time Out was also forced again, we look forward to helping them
loyal readership with
rebranding itself as ‘Time In’ and going initiatives such as
to temporarily close all six of its food navigate and explore the new cultural
digital-only for the first time since it curated content for markets in Lisbon and North America landscape in this ‘phygital’ era.”
launched in London in 1968. Apple Maps in March with the Portuguese capital’s
14Covid-19
Snapshot
Home grown Grim last week of June, the government began
reading
While a resurgence of the virus in contacting applicants who responded to
Australia coincided with Bauer Media a funding offer by a federal government
Australia closing eight titles – including scheme to help media companies
Harper’s Bazaar, Elle, NW and OK! – the Since April, The Poynter Institute has listed deal with “catastrophic” declines in
outlook for its local media industry is the newsroom layoffs and closures caused advertising revenue.
not all bleak. AdNews reported in late by the coronavirus in the US. According
July that News Corp Australia is bringing to the latest list the LA Times and A total of 107 applicants, including
back three community newspapers as California Times closed three community 100 regional newspaper publishers,
demand from advertisers, particularly in newspapers and laid off 14 staff members; will share €50m ($60m) in funding
real estate, is rising. The New York Post cut 5% of its staff available for regional news services
and The New York Times cut 68 over the next 12 months.
Despite the resurgence of these three jobs, mostly in advertising.
print titles, News Corp’s overall focus is www.poynter.org How can we help?
the creation of local and regional digital Several countries are looking at ways
subscription titles. The company aims to to support their ailing news sectors,
launch more than 50 digital-only titles In the face of falling advertising particularly local press. Canada, as one
over the next three years with a focus on revenues, News Corp hopes to build as example, is now considering raising the
local and regional journalism. The move, much as 90 per cent of the new titles’ tax credit on digital news subscriptions
according to The Australian, comes revenue from subscriptions and the from 15 to 50 per cent in an effort to
weeks after the publisher said it would remainder from advertising. encourage more people to support
move the bulk of its community papers media outlets.
to online-only as a shrinking advertising The Australian government has also been
market made newspapers unsustainable. doing its bit to assist publishers. In the Meanwhile, French MPs have already
15Covid-19
Snapshot
“As cities reopen and people hope to go out again, we look forward to helping them navigate
and explore the new cultural landscape in this ‘phygital’ era”
voted to grant a tax credit to anyone in advertising revenues while obliged magazines, taking other newspaper
taking out a new subscription to a to continue paying fixed costs such as and magazine titles online only and
current affairs newspaper or magazine. office rents and staffing. outsourcing editorial production for
The vote came in response to an almost a dozen other magazine titles.
argument that the sector was “suffering Most have placed staff on furlough and
enormously” from the coronavirus crisis. many – particularly those that are not Referring to the “devastating” impact
part of a big group, have not developed of Covid-19, CEO Ishmet Davidson
Deputies voted to allow a one-off a strong digital business and are heavily announced in early July that five
deduction of up to €50 to households reliant on advertising and print – are magazines, two newspapers and a
subscribing for the first time – and for unlikely to survive or have already folded. selection of community newspapers
at least 12 months – to a newspaper, US newspapers are said to be facing an will close. DRUM magazine will
magazine or online news service which “extinction-level” crisis. become digital only while the Hearst
was “providing news of a general or portfolio of titles – Men’s Health,
political character”. In countries where there has been no Women’s Health, Bicycling, Runner’s
government assistance, even large World – are closing completely.
News publishers around the world have media conglomerates have succumbed
been hit hard by the crisis, hindered from to the pressure. In South Africa the
printing, distributing or selling paper country’s largest publisher, Media24,
copies and devastated by a collapse swung the scythe, closing several
16Covid-19
Snapshot
03 Content: words with purpose
The Covid-19 outbreak has changed what people want to read, prompting publishers to have a rethink about the content
they run - both now and in the future
T
he coronavirus crisis has not
just transformed the way people
work and socially interact, but
also how they consume magazines
and newspapers. Over the last few
months readers have depended on
the media to keep them informed
during the pandemic - with publishers
adjusting their content accordingly. advising readers how to protect Bustle Digital Group’s
websites Mic and
themselves from infection.
Inverse have become
The Bustle Digital Group’s “audience- a valuable resource
first” website Mic, and sister brand, Additionally, the two sites focused on during the Covid
Inverse, leaned into becoming a producing content that helped readers pandemic
resource, not a news source - whether escape the glut of Covid-19 coverage
it be understanding Covid-19 or that was everywhere.
17Covid-19
Snapshot
“There’s a real fatigue in seeing the horror that is there. [Audiences] are looking for a
take that isn’t just a big splashy headline”
“None of our sites were ever doing the news reporting of the politics - and Even before the special edition,
breaking news,” Nicole Dalessandro, how politicians coped with the virus - Money was a bright example of turning
Director of Content Operations told financial publications spotted numerous the Covid-19 and related lockdown into
Folio. “So figuring out how and where fresh opportunities. innovative content, with stories about
people were going in order to get ‘nap time’ advice for Zoomed-
away from that [content] really helped For their July edition, Money magazine out workers, tips on social distancing
our sites. teamed up with American financial when returning to work, the best
author, television personality and printers when working from home
“We recognised, much like our writers, motivational speaker David Bach for or how to prepare for the day when
there was a group of people looking a special edition: a guide to financial government Covid relief programmes
for something else. Awareness recovery during Covid-19. come to an end. It even ran a story
is more important than ever, but about the race by marketers to get
distraction is important for health With Bach stating that lockdown “can be company logos on face masks.
and well-being. There’s a real fatigue a time to survive or a time to thrive”, the
in seeing the horror that is there. guide speaks to issues such as cost- Covering all bases
[Audiences] are looking for a take that cutting, refinancing debt and looking According to Katie Vanneck-Smith,
isn’t just a big splashy headline.” into forbearance plans for mortgages, Co-founder of the ‘slow news’ start-up
rent, car payments and credit cards, Tortoise, they realised early during
Money matters building an emergency account and the outbreak that Covid-19 was not
Covering Covid became much more seeking out new financial opportunities going to be the great leveller. “It was
than a health story. Looking beyond across stocks, bonds and real estate. going to compound the inequalities
18Covid-19
Snapshot
we see in society,” she pointed out. lockdown, it didn’t stop the nation’s car
“So we have aimed to make our enthusiasts from wanting to keep up
journalism reflect as many voices as with the passion,” the company said.
possible. We have a wide and diverse “Auto Express, Evo and Octane all saw
membership base and we have their subscriber bases grow, and helped
brought in what we called the Unheard to keep that excitement alive while we
Voices – people whose experiences were all stuck indoors.”
are typically ignored - and Letters
from Lockdown written by members.” Stranger than fiction
In what is an example of thinking outside
Dennis Publishing, announcing a nine the box during the crisis, The New York
per cent increase in subscription rates Times Magazine, for the first time ever,
across all titles during the pandemic, turned its entire issue over to fiction in
said it implemented engagement order to make sense of reality.
campaigns to get new subscribers to the
titles, with huge success. For example, “When reality is surreal, only fiction can
subscriptions to Cycling magazine rose make sense of it,” explained the coverline
by 39 per cent since January, as people of the magazine’s 12 July edition.
focused on exercise as a way to manage
Taking a fresh approach
to the crisis, The New the quarantine. Other lifestyle titles, According to MediaPost the issue, which
York Times Magazine including Dennis’ automotive offerings, is sub-labelled “The Decameron Project,”
ran fictional stories in have also done very well. was inspired by Giovanni Bocaccio’s
its 12 July issue
The Decameron, which was written
“Although drivers were asked to use the as the plague ravaged Florence in
roads for only essential journeys during the 14th century.
19Covid-19
Snapshot
Could punk spirit The project features new short stories by “Plus the airlines’ responsibility to inform
29 authors including Margaret Atwood, their passengers about the current travel
signal rebirth of ‘small Tommy Orange, Edwidge Danticat, David etiquette has renewed the magazines’
hubs of excellence’ ? Mitchell and others. importance as an information tool.
Passengers need reassurance as they
Content innovation comes in many forms Flights of fancy start travelling again, so they look for
With an increasing number of airlines familiar experiences to normalise that
– and sometimes from unexpected places.
making use of coronavirus ‘air bridges’, process. Seeing the in-flight magazine
During the lockdown, a 10-year-old schoolboy from publishers who create in-flight in the seat pocket has been described
Bath, Arlo Lippiatt, launched a print magazine called magazines and online content for the by many as a welcome, comforting
Pint-Sized Punk, for which he secured aviation industry have been assessing distraction right now.”
interviews with Manic Street Preachers what kind of stories passengers want to
and Super Furry Animals. The story read in a post-Covid world. And while A matter of trust
was unearthed by Ben Lawrence, the tourism landscape has changed Whether it’s travel stories, health
commissioning editor at The Telegraph. dramatically over the last few months, articles or news features, it’s
He writes that he dreads the “death the desire for inspirational features has clear that the Covid-19 crisis has
of Britain’s magazines”, describing it not, according to Ink. caused a desire among readers
as potentially “a national tragedy”. for quality, trusted journalism.
“A good story is a good story - that
Pint-Sized Punk has received orders from as far
Bandcamp
will never change, regardless of format In May, American public relations and
as Australia, with bands already queuing up to or platform,” Kerstin Zumstein, Ink’s marketing consultancy firm Edelman
be interviewed. The cottage magazine industry, Editorial Director, told FIPP. “Right released its Trust Barometer Spring
said Lawrence, has a long history, and he hopes now, people are returning to expert Update which showed that a search
we will again see the “slow re-emergence advice for inspiration and well- for reliable information related to
of small hubs of creative excellence”. researched features on travel truths. the pandemic had driven trust in
20Covid-19
Snapshot
news sources to an all-time high. Dow Jones has seen subscriptions A new dawn?
Traditional media was up 7 points across the group increase by 10 The perpetual search for quality
and owned media 8 points. per cent while The Wall Street journalism and a renewed trust in media
Journal traffic is up an eye- could, many believe, herald a new purple
Conversely, people were worried catching 74 per cent. patch for publishing. “The corona crisis
about fake news, with 67 per has shown that users deeply care
cent of respondents saying While a proven track record for about the quality, truthfulness and
they were concerned about providing trustworthy content is reliability of the source their content
false and inaccurate information important when readers pick their comes from,” said Jan Bauer, Junior
being spread about the virus. news source, the way media groups PR manager at Axel Springer. “With
have made their reports available also regards to publishing, the crisis may end
“There is a lot of information out Jonathan Wright, plays an important role. up acting as an accelerant of existing
there from a lot of sources, but now Global Managing developments and catalyse innovations.”
Director, Dow Jones
more than ever you need accurate, “It’s not a decision all publishers have
balanced, ethically generated content made but The Wall Street Journal
from brands that put journalism at decided to make its coronavirus
the heart of what they do,” Jonathan coverage free,” Wright pointed out. “We
Wright, Global Managing Director at believe professional journalism is the
Dow Jones, told a recent FIPP Insider cornerstone of democracy and plays a
Webinar. “People are definitely more very important part in society. That fed
discerning about where they are into the decision to make the coverage
getting their information from and we free and front and centre. That has led
have seen a flight to quality news. It’s to more discovery of our content and
a trend we saw before Covid-19 but allowed us to engage with whole new
it has absolutely been accelerated.” audiences.”
21Covid-19
Snapshot
04 Networking: a virtual reality
While people were stuck at home unable to mingle, publishers came up with online solutions to event and networking
challenges that are so ingenious, they will outlive Covid-19 for decades to come
I
f a hybrid model for working from competitive for publishers to “break
home - and the office - is on the through the noise”. It forced media
cards post Covid-19, then it’s even companies to develop new personalised,
more true for events and networking. real-time engagement to grip audiences.
Events experts say many - and certainly
the best - of virtual engagement And while real life activities, such as
innovations are here to stay. events are now slowly coming back
into the mix, Lambert told Digiday, the
According to Joanna Lambert, Head virtual habits that were formed during
of Consumer at Verizon Media, the the pandemic will remain. Verizon Media,
online options for video and virtual for one, has been prioritising augmented
entertainment have become limitless reality development because it’s “well
in the relatively short time that suited to amplify shoppable video
people have been stuck at home. This content, journalism, virtual events,
is because it became much more concerts, classrooms and more”.
22Covid-19
Snapshot
Filling in the gaps visibility for sponsors and exhibitors.
This view is being echoed by Sadie Hale, Attendees can add information under
author of FIPP’s insight report ‘Virtual “Offer” and “Seek”, similar to how an “Ask
events: How to thrive in the new normal’. me about …” lanyard works in person.
She said while many people will argue
they value conferences more as an Democratising the workspace
opportunity to network than listening to Once people return to physical events,
speakers, several apps to mitigate the it would be wise to continue the best
loss of face-to-face networking have of these features, whether event
now been developed. participants are in the building or
Edie Lush, Executive Editor,
engaging from afar.
Savvy event organisers have started Hub Culture
to use apps such as OnAIR, Swapcard According to Edie Lush, podcast
and Deal Room. These digital aids not another congress goer. Other features host, communications trainer and
only fill in the gaps left by the lack include a business card scanner, real- Executive Editor at innovation-led social
of physical engagement, it actually time analytics, and the possibility networking service Hub Culture, online
creates fresh opportunities. for sponsors and exhibitors to record events have offered an exciting chance
interactions and sync data with their to democratise the events space. Visas
Swapcard, for instance, goes beyond CRM system. can be expensive and difficult to obtain
imitating event matchmaking, it if you don’t have the “right” passport, and
algorithmically analyses the profiles Deal Room is a similar platform, costly travel is off-limits for many people.
of attendees and exhibitors and then specialising in online networking,
suggests the most relevant people to offering a fast setup and features like Online events also lessen accessibility
‘meet’. It creates valuable hookups as one-on-one meetings, multi-speaker concerns for both organisers and
opposed to randomly bumping into streaming, online round tables, and attendees. Those with underlying
23Covid-19
Snapshot
“It’s almost like you’re producing the Academy Awards. You need to factor in the elegance of
the technology and getting the brand integration moments right”
health conditions, disabilities, or family restrictions, and has been designed to
commitments may welcome the transition to hybrid and enhance live
chance to gain access to expertise, events when the events industry gets
experiences, and information that back to business.
they otherwise couldn’t. For this
reason alone it will make sense to The app’s ability to manage hybrid
offer offline services to make it events was one of the reasons
possible for people to participate in FIPP chose it to manage this year’s
the physical events of the future. 43rd FIPP World Media Congress,
incorporating the Digital Innovators’
One app specifically developed for Summit, which will take place
hybrid events, is OnAIR, which won this online from 2 to 30 September.
year’s Gold Stevie Award in Innovation in New app OnAIR acts The app combines a management
Technology Development in Computer as a bridge between platform with data sets that contain Don’t lose the elegance
virtual events during
Industries. Developed almost overnight attendee, exhibitor, sponsor, and speaker But, those who think online events are
the Covid-19 pandemic
by events management specialists and live conferences data. This data and content are surfaced cheap to produce with higher income
EventsAIR, OnAIR delivers an online that will take place in in an online timeline, presenting a virtual potential are getting it wrong, warned
framework that empowers professional the future attendee user interface that can be used event experts. Group Nine CRO Geoff
event organisers to curate complex for virtual or hybrid events. The OnAIR Schiller says the cost of online events
content and deliver virtual and hybrid solution covers the short-term need for can pile up for publishers looking to go
events with ease. purely virtual events due to Covid-19 beyond a panel discussion.
24Covid-19
Snapshot
“We have to make sure we set How to replace the power the industry. Cross-pollination of ideas
expectations,” he told Digiday, adding of the schmooze happens when people schmooze and
that having a participatory event that’s Networking may be hard or near to make new career friends.”
able to integrate the brand’s products is impossible for an extended period of
a stronger selling point than pure scale. time due to Covid-19 and the increasing “We will see many changes in the near
use of Zoom meetings. If forecasters and far future due to the pandemic
Schiller said he and his team went into are correct, argues media veteran Bo effect on humans and on businesses. It
virtual events programming thinking Sacks, founder of the Precision Media is a cliché by now, but there will be a new
that it “would be higher margin, cheaper Group and publisher of America’s normal and by extension perhaps a new
and more cost effective,” like it is for longest running e-newsletter, Bo Sacks way to effectively network and, more
publishers “who do very straightforward, Media Intelligence, those industries that importantly, to schmooze.”
panel-like events”. can now work mostly from home will
continue to do so. That puts a strain on Sack’s concerns are being echoed by
Instead, his team found that the making new industry friends and makes Alex Simpson, Head of Programmatic
company’s virtual events costs were it harder to share industrial knowledge. (Advertising) Activation at News UK.
comparable to its offline ones. He told Digiday: “Chemistry is hard to
“In-person meetings and in-person establish with new people over video...
“There wasn’t a windfall of cost savings,” conferences may, in large part, be a if you’re presenting a deck to a full
said Schiller. “It’s almost like you’re thing of the past,” he said. “If that is so, it room it’s difficult to keep their attention.
producing the Academy Awards. You strikes a dagger in the ability to network. People mute, turn off the camera or
need to factor in the elegance of the The loss of networking is a loss to both check their emails, it’s much harder.”
technology and getting the brand the industry and our careers. There is no
integration moments right in a way that technical replacement for the power of Craving the personal touch
is commensurate to the white glove the schmooze. And that is a loss not only In some sectors, there will always be a
service that we promise our clients.” to each individual but to the totality of desire to congregate in person no matter
25Covid-19
Snapshot
how efficient new digital solutions are. In the The show goes on(line)
world of diplomacy, for instance, meeting
face-to-face is an essential part of the job The events app that FIPP has partnered
and has prompted the likes of Embassy - with to manage and host its first ever virtual
the London-based magazine and events World Media Congress in September this
company - to continue with socially- year, OnAIR, allows delegates to attend online
distanced physical events if/when allowed sessions hosted by worldwide media leaders
by the UK government while incorporating and network with one-on-one meetings.
new digital advances.
FIPP President and CEO James Hewes
(left) says one of the big lessons FIPP
“Diplomats attend our events, not only
has learnt this year while hosting
for the information they receive, but also
online events is that getting the
for the personal connections they make,
technology right is crucial. “There’s
because building relationships is so valuable
no right or wrong, but make
in international diplomacy,” said Elizabeth
sure it’s one that you trust and
Stewart, Editorial and Programme Director
is user-friendly, and corresponds
at Embassy.
to your business objectives.”
“But the safety of our community is our top FIPP teamed up with EventsAir because the
priority and confidence is key. So one option technology is scalable and secure and manages
is to host hybrid events, combining smaller, everything from mid-size meetings to global
shorter live events where people will feel events – all on one platform. It is used in over
it’s safe to attend, while migrating the large 50 countries, covering government congresses
plenaries, panel discussions and focused such as G20 APEC and ASEAN to sporting
breakout sessions online.” events, including the Olympic Games.
26Covid-19
Snapshot
05 Revenue: evolution to revolution
The need for publishers to diversify revenue streams was not brought about by Covid-19 – the digital disruption kick-started
this more than a decade ago. The pandemic simply acted as an accelerant and a crass catalyst to innovation
T
he big future,” said Axel Springer spend during a time when brands – and
CEO Mathias Döpfner in May, their budgets – battened down the
“lies in paid content and digital hatches for lockdown.
subscription, because more and more
people are realising how important it is Long before the onset of Covid-19,
to have trustworthy, truthful information.” the Reuters Institute for the Study of
Journalism (RISJ), found that 50 per
Predicting a “historical golden moment” cent of digital leaders identified reader
for digital journalism, Döpfner’s words revenue as their major income focus for
at beBETA – the digital conference for 2020. But no-one would have predicted
publishers of the BDZV (the association that they would need to fine tune this
for digital and newspaper publishers) focus as early as March.
– came at the height of the Covid
outbreak in Europe as concerns grew For print titles, the pandemic caused
about the decimation of advertising advertisers to drastically cut budgets,
27Covid-19
Snapshot
“We’re already seeing more flows into digital as it reduces costs. That’s set to continue
the more brands build up e-commerce”
putting further pressure on a shrinking Diving deeper into paywalls
print advertising market, which Within this environment, many
weakened even further as readers publications were forced to pitch their
moved online. titles as higher-priced, consumer-driven
products. Following this trend, Hearst
Even the strongest of the high-end Magazines started dabbling into diving
luxury titles have not been spared. In much deeper into paywall models. Over
June businessoffashion.com reported the past few months, the magazine
that high-end brands have slashed ad publisher has been testing membership
budgets by 30 to 80 per cent, according programmes and metered paywalls at
to digital-marketing agency Digital Digital subscription to continue the more brands build up some of its titles, with “the latest guinea
package Cosmo
Luxury Group. e-commerce and as they seek more pig” being Cosmopolitan, reported
Unlocked, which
launched in early July, direct return and measurable results the fashion-industry’s trade journal,
“Nobody knows if luxury brands will offers users plenty from media.” Women's Wear Daily (WWD).
go back to investing in print ads of perks
as much as before the pandemic,” Then there is also the move to The American monthly women fashion
Digital Luxury Group Chief Executive e-commerce impacting luxury and entertainment magazine, first
David Sadigh told Bloomberg. advertising, such as Swiss watchmaker published in 1886, launched Cosmo
Breitling’s shift away from glossy print Unlocked in early July. The digital
“We’re already seeing more flows into ads to focus on digital marketing subscription package includes unlimited
digital as it reduces costs. That’s set during the lockdown. digital access and an exclusive
28Covid-19
Snapshot
newsletter for $2 a month. The brand told year as well as consumer-revenue- same time, they implemented new
readers in a blurb on its website they focused titles – to Meredith Premium engagement campaigns to reach new
could get all website content, the printed Publications, a name which the company subscribers … with great success.
magazine and newsletter and various says “emphasises the unit’s focus and
other perks for $20 annually. Without the commitment to producing the highest- “The Week Junior has seen a large
digital subscription, readers will be able quality, premium magazines from a increase in subscribers with the
to access four free articles a month. content and packaging perspective.” circulation growing by 23 per cent
since the lockdown began in March,”
Meredith Corp’s Circulation growth spurt the statement continued. “The brand
Traditional Home The evidence that Meredith’s launched a new digital app so that
announced that from move makes sense is Dennis subscribers were able to access all
fall this year it will, once Publishing’s recent announcement the content even when Royal Mail
again, sell subscriptions. that subscription rates across was struggling to deliver the printed
Readers will have the all its titles have increased by magazine. It was downloaded over
option to purchase a nine per cent during the lockdown 20,000 times in the first month alone.”
$20 annual subscription and ongoing pandemic. It is being
to the quarterly magazine, interpreted as proof that an informed Responding to these trends, David
which carries a $12.99 good long read is gaining in popularity. Pilcher, Owner and President of Freeport
The Week and The
cover price at newsstands. Press in New Philadelphia, said publishers
Week Junior have raked
in subscribers since Dennis said in a statement it decided have learnt a lot in fast motion about
To “commemorate the shift”, reported the lockdown early on (during the pandemic) to unlock subscriptions during the Covid-19 crisis,
foliomag.com, Meredith is rebranding free digital access to all subscribers, to and readers are responding well.
its Special Interest Media division – ensure the mail delays – experienced
which produces numerous one-off during early lockdown – wouldn’t “This is especially true when the
special interest publications each cause readers to lose interest. At the publisher can pivot quickly to the
29Covid-19
Snapshot
TRUST FUNDS
As e-commerce grows in importance as a
revenue stream for publishers, product testing
changing needs of their readers this year. The company put this down
and accreditation will become a vital way of
and provide content that becomes to strong digital audience numbers
standing out as they build trust with audiences
essential to their life during helped by an increased consumer
and commercial partners, says Hearst UK. lockdown,” he said. shift to digital media during the
Covid-19 lockdown (alongside
Hearst UK is building a warehouse, and category- Mixed success “strong cost control” and the
huge testing facility – specific testing areas. No matter what form these new “acceleration of synergies” following
The Hearst Institute – in innovations take, some publishers its buyout of fellow magazine
The Covid crisis has delayed
London to enhance its have been more successful than publisher TI Media.
the launch of the Institute,
product testing and others when it comes to weathering
but it has been in the works
accreditation capabilities. the Covid-19 storm. The Spectator magazine and The
for a number of years and
Hearst’s Chief Financial, Blunt says the company Telegraph newspaper made similar
Operations and Data remains committed to Press Gazette reported that Future announcements in June, saying
Officer Claire Blunt told the “vital” facility. is on track for its 2020 financial strong subscription performances
What’s New In Publishing year to be towards the top end of had helped mitigate the financial
“The opportunities that expectations with adjusted earnings hit from the pandemic, which
that accreditation will
existed prior to Covid for the year ending 30 September of many more advertising-reliant
boost the e-commerce
continue to exist,” she said. between £86.3m and £91m. That’s a media businesses have faced.
side of business and
“The Good Housekeeping significant increase from last year’s They will both pay back money
enhance relationships with
Institute has been in earnings of £54.5m. they have received from the
commercial partners.
operation for a number government’s job retention scheme.
The 750m2 site will contain of years and has been a Future announced towards the
office workspaces, video success. It seemed eminently end of July that it will pay back its
production facilities, sensible to expand that to furlough money from the government
meeting rooms, a other brands.” because it expects to grow profits
30● What we do
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in the creation, publishing or sharing of quality content to audiences of interest. FIPP exists Connect with us:
to help its members develop better strategies and build better businesses by identifying and
communicating emerging trends, sharing knowledge, and improving skills, worldwide.
@FIPPWorld
James Hewes President and CEO
e: james@fipp.com
@fippworld
Cobus Heyl
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