Earlier this month, the memberships of MPA and the News Media Alliance each voted to approve a merger of the two organizations, with the combined association to be called the News/Media Alliance. The subtle name change reflects both a recognition that the two industries have traditionally had somewhat different interests and business models, and a realization that our paths to a flourishing future have been getting closer and closer for quite some time. In other words, the News/Media Alliance is a natural fit for MPA’s magazine media members and a positive step forward for media publishers, readers, and consumers worldwide. I’m excited for what our shared future will bring.
Both our industries are rooted in print, and magazine readers – 90% of adults in the United States read print magazines each month – love the kick-back experience, the feel of the paper, and the beautiful content produced by MPA members. And yet, consumers also increasingly want our content in many other forms, whether digital, mobile, video, podcasts, or experiences. And carefully researched and curated original journalistic content is what both our industries really excel at. Innovation and expansion into new media to meet our readers where and when they want our content is our common present and our path forward.
Yes, you can still pick up a copy of the magazine or newspaper you trust and love, and you can also interact with it online and on the go. It is no wonder then that even as the pandemic accelerated the digitization of society, the 2021 Magazine Media Factbook reports that the industry’s overall audience rose during the same period to 1.56 billion readers, with the top three publishers reaching more women than the top four tech platforms combined (Google, Facebook, Amazon, and Apple).
The evolving media landscape is not the only influence aligning our two industries. Changes in postal regulations, advertising and subscription revenue, and the use of consumer data have posed similar challenges for both news and magazine publishers alike – cementing the need for and benefits of collective advocacy efforts.
Our joint goal is to help media publishers keep quality journalistic content available to billions of readers for the foreseeable future. Many of the members of both organizations have been recognized for their excellent work, sometimes across both mediums. Earlier this month, MPA member The Atlantic won a Pulitzer Prize. This award for one of its staff writers came on the heels of it winning the National Magazine Award for General Excellence and the same staff writer being honored with an Ellie herself.
I have been fortunate to represent MPA and the magazine media industry for over 25 years. In that time, I have watched our members’ businesses transform to meet consumer demand. This merger is part of the evolution that has kept both magazine and news media publishers ahead of the curve, and I am confident the News/Media Alliance will be a strong voice for the multi-platform media that informs, inspires, and entertains readers and content users worldwide.