Publisher with a Unique – and Successful – Take on Why People Read Magazines

Bryan Welch, Editorial Director of Ogden Publications

Bryan Welch, Editorial Director of Ogden Publications

Bryan Welch, Publisher and Editorial Director at Ogden Publications (UTNE READER, MOTHER EARTH NEWS, NATURAL HOME) talked to Mr. Magazine (aka journalism professor Samir Husni) recently and shared his strategy for the success of the company, despite the economic tough times:

“One important thing to remember, in my opinion, is that advertisers are always seeking out new customers among a younger generation…a generation so young that they’re not very good readers and they’re not contemplative in a way that long-formed journalism needs an audience to be… It’s true to a certain extent that young people just don’t form a bond with a print brand the way that people in their child-bearing years and later do.  We try to be as important to our audience as we can possibly be.  We try to segment the audience by degrees of passion and not to segment the audience by other criteria.  We try not to think about the audience, frankly as being one age or another.”

You can read the whole interview on Mr. Magazine’s blog.

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