Eye On Advertising: George Janson: Print is Not and 'Endangered Species'
Iris Dorbian

Iris Dorbian: With all the 21st-century focus on digital, is print an endangered species?

George Janson: No, I think that's a very naive view of the world. The same people who are saying that are probably saying that the dollar bill is dead. I really believe that content is king. That's what magazines are all about. The big challenge for publishers is monetizing the content and also striking alliances with like-minded partners that make sense to leverage their content. We're starting to see more of that.

Dorbian: What have been the most positive--and disturbing--trends that you've seen in magazine advertising lately?

Janson: I think the most positive trend is that magazines--not only publishers, but also editors--are starting to think of themselves as brand managers and really leveraging their brand in very interesting ways. What happened initially is that we saw a lot of extensions that really didn't follow the money and they were investing in media and programs that the consumer wasn't interested in. I believe magazines are doing a better job of investing in research with their audiences as well and building extensions that really meet their needs.

Dorbian: What's your view on how magazines are packaging their brands? In your opinion, what are examples of creative programs and where have they gone wrong?

Janson: One of the best programs is the The New Yorker Festival [each September]. It's the gold standard. [Publishers go wrong] when they're not following the consumer and try to be all things to all people and try to capture the flavor of the day. [An example is] a traditional women's service magazine sponsoring a program that is more fitting for Cosmopolitan or Glamour.

Dorbian: What's your take on advertising spent in social media? Is this the next new wave?

Janson: I don't know if the scale is there right now. But I believe there's a place for it particularly in such vertical categories as weddings and, perhaps, parenting. In those areas [that deal with] life-changing moments, you want all the information that's out there. The question is: "What role do these extensions play for the brand? Are they offering real value to the consumer and the advertiser as well?"

Dorbian: What advice would you give to a publisher looking to get a bigger piece of the pie?

Janson: Demonstrating accountability is very key. But look at other metrics that measure engagement. We have to ask:

1. Did someone take action? And,

2. Did perception of the brand change?

It's also [about] understanding your target audiences as well.

Iris Dorbian is group editor of min/min's b2b and PR News, for which she writes the weekly case study.