Magazines: getting along swimmingly

I recently came across this piece that I found witty, genius and encouraging. The rhythm of the words and how it’s written reminds me of Ecclesiastes 3: 1-8 on how “for everything there is a season, and a time for every matter under heaven.” I only wish I’d been the one to write it. It’s funny because I can’t find out who did originally wrote it. I would have added the point that although one medium doesn’t necessarily have to negate the other, the other should take on qualities and make shifts within itself similar to its competition to stay afloat and be ahead of the times. Be ready to be IMPRESSED.

We surf the Internet.

We swim in magazines.

The Internet is exhilarating. Magazines are enveloping. The Internet grabs you. Magazines embrace you. The Internet is impulsive. Magazines are immersive. And both media are growing.

Barely noticed amidst the thunderous Internet clamor is the simple fact that magazine readership has risen over the past five years. Even in the age of the Internet, even among the groups one would assume are most singularly hooked on digital media, the appeal of magazines is growing.

Think of it this way: during the 12-year life of Google, magazine readership actually increased 11 percent.

What it proves, once again, is that a new medium doesn’t necessarily displace an existing one. Just a movies didn’t kill radio. Just a TV didn’t kill movies. An established medium can continue to flourish so long as it continue to offer a unique experience. And, as reader loyalty and growth demonstrate, magazines do.

Which is why people aren’t giving up swimming, just because they also enjoy surfing.

Peace out,

Rachel B. Duke

(yes, I will be redesigning and relaunching my website by June – I’m excited – be excited – haha) Love you guys!


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