Reich Communications, Inc.

  • Reich Communications, Inc. is a boutique public relations agency in New York City offering full service in a variety of areas, with specializations in business-to-business; advertising, marketing and media firms; transportation safety; non-profits, and select consumer products and services. . . . For more info, call us at (212) 573-6000, email to or text to 914-325-9997. . We are located at 228 East 45th Street, Suite 11-South, in New York City 10017. . . . For some examples of our work, scroll down to "Categories" below and click on "What We Do..."

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    « Other Voices: A new Generation Gap | Main | Editorial Integrity: A Growing Challenge in the Digital World »

    March 21, 2009


    Shelly P

    Very interesting that these young people said they want to work at a print magazine. Maybe there's still hope. But I'd bet their work will be on digital magazines eventually, even if they happen to be lucky enough to land a job at a print magazine when they start out.

    Jeanne Byington


    The scholarship committee urged these brilliant and focused young women—the scholarship program is connected to a woman’s organization—to learn all they can about digital media while in school as a backup strategy. And of course, young avid readers and writers will declare their intentions to work in media they know and understand.

    Yet currently, there appears to be a print magazine fan club. Its members are spending their money to buy magazines. When Domino folded, there was a tremendous outcry on line. I hope that publishers aren’t pulling the plug before the patients are dead.


    Jeanne, I find it fascinating that youth still appreciates the printed page. I have several thoughts on the subject:

    If people wanted to read magazines badly enough, they would pay for them, either by buying them or by purchasing what is advertised in them. Obviously, they don't want them that badly.

    The process of adapting to new technology is sloppy. These young women who feel for the written word on paper are resisting change as much the elderly who prefer what is familiar to them. We tend to like what is familiar, but either way, we must adapt. Soon almost all communication will be by electronic impulses. There may be, like horse drawn carriages, a magazine or newspaper or two around, but people won't pay much attention to them.

    Lastly, without exception in the history of man, when the advance of technology outpaces the capacity of a civilization to manage it, it is a sure sign that that civilization is in for a nasty shock, almost always a severe decline.


    Martha Takayama

    Your carefully chosen title of your lovely posting suggest that there is more to come from printed matter.

    The projected demise of the printed word does seem a bit hasty. There is an element of drama, ranging from slight to grand in opening the pages of a new printed publication.

    There is also special charm in being able to leaf through a magazine, linger over the complete view of the page or pages that catch one's eyes and then return to read more or all of whatever catches one's fancy, anyplace, not to mention marking, underlining or making notes.

    A magazine can be held, folded, squeezed or bent and eventually even serve for cut-outs or even decoupage! The luxury of reading it as you wish and where you wish seems quite different from the chill of going through page or pages of electronic media. The ritual of reading printed matter is quite personal. It would seem despite the technological rush to bury printed mater, it's tactile, visual and, and personal relationship to its reader, is not escaping those weaned on the computer.

    Hopefully the precarious economy is simply generating a selective process and the most appealing magazines and newspapers will be revived or continue to publish.


    I agree with what you say, Martha, but fear that you are wrong. Jeremiah.

    Jeanne Byington

    Martha, I had to smile at your suggestion that magazines might serve for decoupage. I babysat for a family who used New Yorker magazine covers for wallpaper in their home office.

    I hope that some magazines might survive this economy, but newspapers and magazines were suffering before the economy tanked, I fear. I've heard of college professors who don't dare assign entire books because students won't read them. Instead, they ask the student to read only a few chapters.

    David Reich

    Martha, I agree with you about the drama of what's to come as you turn the page, as well as the tactile experience. I hope you're right.

    I think you're a first-time commenter here. T%hanks for stopping by.

    Jennifer Brooks

    Well said, Martha, you're right that the tactile experience of print cannot be beat ... yet I suppose it comes down to delivering a product that engages an audience and provides value for money - print or online.

    I see magazines as complementing online content/activity. At the end of the day, the only thing you're competing for is someone's time ... and how to make their time well spent with your material.

    Thanks for the guest post and interesting observations, Jeanne :)

    Diane Baranello

    What a great guest post! I read it with interest. I'm glad to hear students are still intrigued by print magazines. There's something enchanting about sitting down with a magazine on your knees and taking in all the subtle creativity and marketing that goes into it. It's like the difference between reading the NYT on-line or opening the Sunday NYT on the kitchen table and sifting through your favorite sections.

    Jeanne Byington

    Spending money on non essentials today will affect more than magazines, which are no doubt slated for a whammy from public library budget tightening as well.

    Radio was frightened for its life when TV came along and sure enough, radio's outreach and impact is shrinking although podcasts and call-in talk shows may be reviving it somewhat.

    Print catalogs help remind potential customers to check on line although production, postage and handling expenses, especially in a downturn, may cut short catalog's lives at least for now.

    When some of my weekly magazines arrive late, I fanaticize that the postal delivery person has borrowed my copy. If there comes a time when they no longer arrive at all, my heart will sink. When I get to the house on Friday night and the weekly community newspaper we’ve subscribed to for years is no longer there, I suffer. This newspaper folded over a month ago.

    Scary yet fascinating is how I look at all this. I keep expecting a media doctor, like the fictional Dr. House on television who consistently and quirkily rescues people from the brink of death, will come along and solve all these problems for traditional media.

    David Reich

    Great discussion here, although it seems we're all among those who love the printed word. We are, increasingly, becoming the minority.

    Martha and Diane, as first-time commenters here, thanks for joining in.

    I think (or should I say, hope) magazines will always have a place. There may not be as many in print in the future, and they may not have the same frequency as we now enjoy. But, readers' preferences aside for the moment, some advertisers recognize the impact of a beautifully colorful spread on glossy paper, or the scent-strips or other special effects like 3D that a print publication can deliver.

    Ryan Sauers

    What a great post... well done.

    I agree that the marketing mix, of which magazine print is a big part of is indeed changing... but then again so is everything else. There is hardly a day goes by when something in an organization's marketing mix is not being reviewed or modified. I honestly believe it is up to good marketing companies to find out who their audience demographic is (all parts of it and then find out the way in which their wish to receive information) and then provide it to them in this manner. Do not assume that because someone is under the age of 30 this means they automatically prefer the internet over print. In addition, do not assume that just because someone is 65- that they are not open to receiving an e-magazine over a traditional print one. We may all be surprised. Ryan Sauers

    Jeanne Byington


    Speaking of knee-jerk reactions and assumptions, what I find alarming is how easily and quickly communications budgets have traditionally been cut--and still are—by most industries. I've not studied this, but a good guess would make it first in line at the delete guillotine. I hope your business is an exception.

    We are considered to be crack marketers in this country. [I’ve heard some note this with a sneer]. I can’t understand why experts at communication—networks, magazine publishers—are having such trouble both now and before the financial crisis.

    Mimi Fukui

    I adore the printed word. Thank you and Jeanne Byington for calling attention to the danger of the vanishing newspaper, magazine etc. Hopefully this posting generates support for traditionally printed writing.

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