(That’s why you can get a subscription to People magazine for sixty-nine cents an issue. The idea was to break even on printing and mailing the magazine and make profits on advertising sales. In the glory days of media, the business model was relatively simple (I’m going to make it even simpler to the point of overgeneralization. In the end, what happened to Folio is going to happen to many more publications in the next several months.
They became an ironic mascot for magazine publishers - attempting to document everything that was going on in the industry while fighting those same difficult currents, themselves.
In the best of times, that's the power a great magazine can give your brand.īy the time I left the magazine industry five years ago, there were already some cracks in Folio’s armor, but they soldiered on bravely for quite a while. It's not a stretch to say much of our early growth was due to the exposure we received from their publication. The percentage of our marketing budget that went to them was embarrassingly high, but the fact of the matter was they had the audience we wanted to reach.
Years ago, when I was marketing technology to magazine publishers, we were one of their largest advertisers. For those who don’t know, Folio is/was the premiere publication that covered the magazine industry (particularly B2B magazines) for a very long time. According to a source I trust, Folio Magazine has died.
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