Digital Awards and Waiting Room Copies
PHOENIX (AdAge.com) -- The Magazine Publishers of America is transforming itself to serve its members as they try to adapt to the new-media landscape, Nina B. Link, president-CEO of the MPA, said today at the American Magazine Conference.
"The good news: magazines are not alone," Ms. Link told attendees. "The bad news: magazines are not alone. All of our partners are going through similar upheaval."
The MPA, she told attendees, is shepherding growth at the Magazine Marketing Coalition, which tries to promote the medium to advertisers and continues to make a case that waiting-room and other public-place copies of magazines have "enormous value" for marketers.
Ms. Link said the MPA has amplified its government affairs unit and continues to push for passage of postal legislation that would help its members. It is also encouraging industry diversity through programs such as the Magazine Mentoring Exchange, and will listen to its members' advice about MPA events. (That was evident in this year's conference, which was condensed into one and half days of sessions, down from two and half, and dispensed with what had always been a formal dinner in favor of a "festive party" featuring local chefs and wine tastings.)
Its Lifetime Achievement Awards presentation, in one change, is becoming a quicker lunchtime event instead of a lengthy evening gala, Ms. Link said.
A third "Magazines 24/7" event is also planned for Feb. 27, this time to include the association's first digital awards in categories such as best online video, best mobile strategy and best online community.
The new nods to its members' digital work, unsurprisingly, don't mean for a second that the MPA sees any end for print-edition magazines. "Magazines as an object will never go away," Ms. Link said.