Coleridge Outlines His Defence Of Magazines

Condé Nast Magazines’ managing director, Nicholas Coleridge, delivered a rallying cry to the magazine industry on Friday, saying it had a “rosy future”.

Speaking at the PPA Regional Magazine Summit, Coleridge recounted the time he attended a PPA conference 16 years ago to be told digital magazines would bring the imminent end of the magazine industry.

However, he said he believes the magazine industry is able to withstand technological change today and in the future.

Coleridge described magazines as a modern medium – saying the industry has been targeting niches and been segmenting audiences for many years compared to other media, such as TV, which has only adopted these concepts recently.

Coleridge recognised and acknowledged the threat of digital, saying he felt that sectors such as TV Listings, Property and Automotive were most under threat.

However, according to Coleridge, Home Décor, Society, Fashion, Travel, Sports and Nature are not as troubled due to high production values and the niche angle of the categories.

A high value was also placed on the look, feel and scent of magazines with Coleridge believing that magazines are still able to deliver a higher level of engagement than other media, with this ultimately being a key factor in the longevity of the industry.

Condé Nast: 020 7499 9080 www.condenast.co.uk PPA: 020 7404 4166 www.ppa.co.uk