Magazine brand lifespan: You might guess that I would disagree with what Simon Dumenco says in his current Folio: Magazine column about the half-life of a magazine brand, however, I couldn’t agree more.
The lesson to be learned is that magazines may increasingly need to become temporary brands — franchises that stick around for a large or small chunk of time, just like “Friends” or “Joe Millionaire,” but are by definition not monolithic, multi-decade propositions.
History bears out Dumenco’s impression that few magazine brands are long-lasting. However, that history bears out that during a specific timeframe, the brand can be highly profitable and powerful. And never forget: In history, “temporary” can be a long, long time.
I plan on writing more about the role of a magazine brand here on the rexblog and other places in the coming months. Stay tuned.