Jason George explores the sale reach and marketing savvy of Time and Newsweek to demonstrate the success of a strategy that encompasses a large demographic; he then explains how and why the internet disrupted this model by pursuing the individual.
In the early twentieth century Americans seeking the news had plenty of print sources to choose from, many of which were local papers. Even smallish towns had markets deep enough to support multiple publications, each jockeying to make their presence known in a bustling marketplace. Beyond the daily news cycle there was demand for a more reflective, comprehensive perspective. This space was filled by magazines that bypassed regional reporting in favor of issues with national significance.
These titles curated articles across a wide range of topics, assembling them into issues with broad appeal. Among this group Time and Newsweek would become two of the most prominent, launching around the same time and reaching similar audiences. Their solidly middle-market voices helped them grow steadily in circulation, able to attract urbanites on the coasts as well as those in the heartland.
Areas explored in this article include:
- Why markets fragmented into specialized verticals
- How needs of large constituencies affect behavior across industries
- The challenges of size and risk(s) of growth
Read the full article, The Challenges of Size, on Jason’s website.