A Sign of What Could Be the Future of Print

I think that what Alexx Henry did for Viv Mag is absolutely brilliant.   Sure some mags may say this is too big of a production for them to realistically aspire to – but I’ll go ahead and say more power to him to truly pushing the envelope right into the future – and for pulling it off masterfully.

Some magazines editors may think:  “We can’t possibly afford to do this kind of thing…” or maybe “this is too over the top for us… ”

My answer would be:  producing original content such as this (and fabulous photo essays and stories as well of course)  is the way you will THRIVE!

While a magazine obviously can’t produce this type of work for each article – and while many of us still love to read printed text, or to see wonderful 8 1/2 X 11 photographs – offering different and new content is critical.  Technologies – and the level of talent out there – are begging for it.

Were I to be a magazine editor today – I’d be searching for new ways to draw viewers in.   And if that means spending more money to produce different or better content – I’d go out there and try to get advertisers / sponsors excited about producing such exciting content – or to make sure I can somehow monetize all of the eyeballs hitting a popular feature / original content.

I know ViV magazine did… I’d never heard of them until a day ago – and now the whole lot of people have thanks to the incredible publicity this got.

I’m not suggesting that mags should strive to produce such impressive results all of the time in order to get eyeballs – but I am suggesting that they should strive to produce new types of content for the web (and find new ways to monetize them) in order to guarantee that they continue to attract an audience – especially a younger audience…

Here are two more to look through –

VIV Mag Featurette: A Digital Magazine Motion Cover and Feature for the iPad from Alexx Henry on Vimeo.

VIV Mag Motion Cover – iPad Demo from Alexx Henry on Vimeo.