In my prior column I wrote about how the techno-youth culture is driving the new emphasis on quality of experience, which is having a seismic effect across the global advertising industry. Magazines always were acknowledged by agency media people to be a quality experience. Today's super-spreading, screen-hungry, techno-youth culture has hit the magazine industry harder than any other traditional medium. Magazine publishers are adapting into digital with much more success than their traditional physical titles are having. The opportunity exists for magazine publishers to lean into digital even more successfully by focusing more on new titles for under-served audience segments, and especially on the quality of the online magazine experience standing out from ordinary digital today.
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