Every time a media critic insists that print’s not dead, he or she inadvertently ends up making the opposite case. Just look at the latest cover feature for Port magazine, a London-based men’s lifestyle publication. In it, reporter Matt Haber rattles off some bleak stats about declining subscription rates and ad revenues, then arrives at this thesis: “Currently, magazines are enjoying something of a renaissance, not so much in advertising and circulation as in editorial vitality and cultural clout.” To which I say, in Internet-speak, O RLY?
Now, I love print magazines. I’ve spent most of my career editing them. But I am under no illusions: If print’s not dead, then it’s certainly in hospice care. A 2010 report by mediaIDEAS claims that “digital will go from representing 10 percent in 2009 to representing 58 percent of the magazine industry in 2020, and, conversely, print will go from representing more than 75 percent of the market’s value in 2008, to less than one third by 2020.” So my jaw dropped when I read this assessment in Port from Vanity Fair’s Graydon Carter, one of six white, male editors in chief Port selected to represent this vibrant “golden age” of magazines:
A magazine is a brilliant invention. You take the best things you can find from around the world, you put together great stories, great photography and you give it to the consumers for $5. They can pass it on to somebody else; they can recycle it. If they lose it, they can buy another one. It’s available everywhere, and we’ll send it to their door for even less. That’s a pretty good deal. Magazines are a very viable part of our lives and will be for as long as people are alive.

Yikes. But from the consumer’s point of view, by which measure does digital media not win? The Internet offers access to many more “best things” from far wider corners of the world. The reading experience doesn’t cost a paltry $5; it’s usually free. Articles don’t arrive at the readers’ door, they arrive in their pocket—just a few clicks away when they want to read it, but not weighing them down. They don’t have to worry about recycling it or buying another one—and if they want to reread an article, they can Google it.
Many of the article’s arguments for magazines’ ongoing relevance involve aspects of journalism that are not print-exclusive: storytelling, curated reading experiences, engaging audiences as an intellectual community. If the Port feature were truly, as billed, “an unsentimental look at magazines in 2013,” it would acknowledge that while, at present, print media is indeed better equipped to finance deeply reported pieces like Lawrence Wright’s Scientology investigation, that has nothing to do with print per se, and everything to do with how nostalgia and legacy shape media budgets. Editors are no longer shuttled around Manhattan in town cars, which Haber uses as anecdotal evidence of how magazines have tightened their belts. But clearly the there’s no reason that the exhaustive fact-checking of Wright’s feature had to be performed from a 20th-floor office in Times Square, some of the most expensive real estate in the country. And there’s no case to be made that Wright’s excellent piece had more impact on the world because it appeared in print first and then online, rather than digitally only.

Port is wrong about print. The magazine sensibility, however, has won. “If you had to talk about what people want to read online, it’s much closer to magazines than to newspapers,” I told Haber in the piece. “Point of view matters. A highbrow/lowbrow blend. Innovative ways of talking about stuff. The things good magazines are built on is what the Web values.” This seems like a good place to note that I have the dubious honor of being the lone woman quoted in this piece. (For an exhaustive list of women editors Port could have interviewed and profiled, see the #WomenEdsWeLove hashtag.)

Wrong.
Print won.
Web has no influence.
The strength of magazines is that they can tell a stronger story, since they are sold as a single coordinated product. A good magazine has an overall engaging plot. A web site does not. A web site is a constant stream, without a plot.
It is the difference between Movies and Television.
It is this subtle characteristic of a magazine that causes it to build a stronger brand for advertisers.
Also, why would a men's magazine talk about women editors? That makes no sense.
#1 Posted by vFunct, CJR on Thu 13 Jun 2013 at 11:56 AM
@vFunct: You seem to forget that women ARE included in men's magazines; dude mags often run covers with women on them and devote feature-length articles to ruminations on 500 Top Hottest Bodies. If we can find a way to include boobies, featuring female intelligence is not such a ridiculous request. Particularly in a magazine for refined, intelligent men.
#2 Posted by Melanie, CJR on Thu 13 Jun 2013 at 12:20 PM
Printed books and magazines are the equivalent of CD's or, especially, vinyl records and, as objects, you can have a relationship with them that you can't have with the Web versions. On the other hand, the content is really the same. So, no, this is not a great age for the printed magazine as anything but a sort of fetish item.
In other words, I agree with Ann.
#3 Posted by Stuart Cohn, CJR on Fri 14 Jun 2013 at 11:10 AM
Digital is all well and good until your battery dies or the power goes out. Our electric grid is vulnerable so I like having mags on hand for those still and boring moments where only print will do.
#4 Posted by Reese, CJR on Mon 17 Jun 2013 at 12:27 PM
Web content will never truly become the primary source for the broad spectrum of readers so long as web editors allow the use of annoying gif images that add little to the story but make reading difficult.
#5 Posted by Dan, CJR on Mon 17 Jun 2013 at 12:54 PM
What are these annoying looped gifs about on this page? Lose them! Assets like those send readers to other pages.
#6 Posted by Carol, CJR on Thu 27 Jun 2013 at 12:21 PM
Port is wrong about print. The magazine sensibility, however, has won. Cleaners Harrow
#7 Posted by michaoss931, CJR on Wed 10 Jul 2013 at 04:20 PM