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Powder magazine kaput

Discussion in 'Snow Talk' started by Annabuzzy, Oct 5, 2020.

  1. Annabuzzy

    Annabuzzy Part of the Furniture Ski Pass: Gold

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    I read on another ski related forum (pugski.com) that Powder (and Surfer) magazines amongst others are being stopped. I think that also includes their emags.

    I’m sad of course about Powder. What truly shocks me is Surfer. Even if hard print is no longer viable, surely there’s a viable emag business model in there with appropriate social media promotion?

    Anyway off I go to subscribe to Ski Magazine (emag). I normally just buy discrete copies of the emag when available, and the edition looks appealing. The certainty of a subscription might help them.
     
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  2. MarzNC

    MarzNC One of Us Ski Pass: Gold

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    In the USA, lots of print magazines and newspapers have disappeared in the last few years, starting way before the pandemic. Advertising dollars dried up as Internet advertising and direct marketing ramped up. Subscription dollars cannot make up the difference.

    Any companies that failed to start shifting their approach a decade ago cannot catch up. For context, the iPhone 4 was the latest version in 2010. The iPhone 6 came out in 2014. Quite a difference in those four years.

    By the way, Vail Resorts bought media/news company that ran OnTheSnow and the sister website for Europe a while back. A side effect was that company bought EpicSki. com. EpicSki was shut down in 2017. OnTheSnow ceased active operation in 2020. The resort info is still accessible although it obviously not being updated.
     
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  3. MarzNC

    MarzNC One of Us Ski Pass: Gold

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    Free subscriptions to Ski Magazine are given out to people who fill out surveys at showings of the annual Warren Miller movie in the USA. Haven't run into too many people who actually pay for a subscription. But then most of the skiers I know are members of one ski forum or another.
     
  4. climberman

    climberman CloudRide1000 Legend Ski Pass: Gold

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    Surfer! Wow, that surprises me. Bummer. But then I haven’t bought it in 20 years.
     
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  5. currawong

    currawong Old but not so Crusty Ski Pass: Gold

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    it's usually all about the advertisers, not the paid subscribers. a free subscriptions a lot better than one less reader. but even with free subscriptions, the advertising dollars are just not there
     
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  6. Heinz

    Heinz Old n' Crusty Ski Pass: Gold

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    Sad, but that is they way things are going with printed magazines. I was a subscriber for over 30 years form the mid 80's. Always good writing and awesome photography. Much less advertorial content to other ski mags. I have still been getting the email updates.
     
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  7. Untele-whippet

    Untele-whippet beard stroker Ski Pass: Gold

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    From what I’ve read, the final nail the coffin has been advertisers pulling the pin because of their own Covid financial constraints.
    I got an email from the publishers of Ascent and Backcountry urging subscribers to renew as Covid had plummeted their advertising revenue.
     
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  8. MarzNC

    MarzNC One of Us Ski Pass: Gold

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  9. Heinz

    Heinz Old n' Crusty Ski Pass: Gold

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    #9 Heinz, Oct 6, 2020
    Last edited: Oct 6, 2020
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  10. Undies

    Undies Pizza! Ski Pass: Gold

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    I loved Powder when I was a teen. Their passion helped fuel my own. Great shame to lose it, but I haven't bought a mag of any kind in ages, so I am definitely part of the problem.
     
  11. CarveMan

    CarveMan Pool Room Ski Pass: Gold

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    Yep I think we're all in that boat, bemoaning the demise of a business we haven't patronised for a long time.
     
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  12. currawong

    currawong Old but not so Crusty Ski Pass: Gold

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    i used to subscribe or regularly buy a few magazines butt have not for many years. interwebs just provides much better media. i do subscribe to some internet channels that provide useful and interesting info - so it's not just about being a tight arse.
     
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  13. CarveMan

    CarveMan Pool Room Ski Pass: Gold

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    I subscribe to a few news sites but here is probably the only 'lifestyle' internet subscription I pay for.
     
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  14. Donzah

    Donzah Pool Room Ski Pass: Gold

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    See sizzler thread
    LOL
     
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  15. CarveMan

    CarveMan Pool Room Ski Pass: Gold

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    Bingo
     
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  16. Jellybeans

    Jellybeans not woke enough Ski Pass: Gold

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    Netflix?
     
  17. CarveMan

    CarveMan Pool Room Ski Pass: Gold

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    Yes true, and Amazon Prime but we legitimately use that for delivery, Kayo too.

    But no internet subscription of anything that could be construed as the modern internet replacement of a print mag.

    I did contribute to the Chillfactor Kickstarter though.
     
  18. Donzah

    Donzah Pool Room Ski Pass: Gold

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    Its interesting ...but back in my former life I used to attend quite a few meetings with advertising peeps from Morrison media (publishers of ASL, Riptide, Powderhound, Aus Snowboarding etc).
    They stubbornly refused to acknowledge that digital media would replace (or even compliment ) traditional print.
    It was a very old school type attitude.
     
  19. currawong

    currawong Old but not so Crusty Ski Pass: Gold

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    I subscribe to some bike related things. Paying is pretty much optional, you get very little extra for the money except the satisfaction that you've helped them to keep creating the content you want.
     
  20. DPS Driver

    DPS Driver A Local

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    Yeah, Pete was stuck in his ways a bit. It wasn't unusual for that industry because they lived the glory days with big ad dollars and epic circulation. It's funny the change was gradual and inevitable if you were on top of it but many couldn't let go of the good times.
     
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  21. crackson

    crackson Part of the Furniture Ski Pass: Gold

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    Magazines haven't helped their cause with traditional distribution models.

    Being hidden down the back of dank newsagents where you still have to hunt for it even though it's right in front of you isn't really rising to the challenge of online.
     
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  22. sly_karma

    sly_karma Old n' Crusty Ski Pass: Gold

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    You may as well be describing the oil industry.
     
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  23. Annabuzzy

    Annabuzzy Part of the Furniture Ski Pass: Gold

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    I think you’re right. But I would have thought lifestyle magazines like ski and snowboard and surfing publications would be well placed to leverage social media promotion including maybe influencers (of the tribe) and move to a mainly digital emag. Surely your costs also reduce on such a model too, while simultaneously expanding the potential scope of distribution to...sticks pinky against pouted lips a la Dr Evil from Austin Powers movies....THE WORLD bwahahaha. Cut.
     
  24. DPS Driver

    DPS Driver A Local

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    Some did successfully and others left it too late and couldn't catch up. Whilst an e-mag might be cheaper produce you still require staff / people to generate content, sell advertising etc. So there is still fixed costs and the market is far more fickle online. You really need the right people to drive an online magazine to be successful, especially when a lot of the content is already out there for free.
    In saying that there is no reason why someone couldn't buy the banner and resurrect it as an e-mag.
     
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  25. Annabuzzy

    Annabuzzy Part of the Furniture Ski Pass: Gold

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    Imagine acquiring the rights to “Surfer” or “Powder”? In our little communities they’re big brands.
     
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  26. climberman

    climberman CloudRide1000 Legend Ski Pass: Gold

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    There's also the fact that e-mags are a shit platform and unengaging (as evidenced by their general failure)
     
  27. climberman

    climberman CloudRide1000 Legend Ski Pass: Gold

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    How would you pay wages?
     
  28. Richard

    Richard Maintenance Dept Administrator

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    this is where the leverage truly lies, and imho, the ‘passion’ has coagulated in online communities, this place obviously being an early example of forums* hijacking passion - but for me the current hive of where the passion now lives is Instagram.

    Whatever your passion, Instagram is near unbeatable for getting your daily ‘Stoke’ fix.

    * These forums survive, as various others still do, as an outlier - the forums that have survived thus far have done so primarily because deep knowledge is held in threads better than the ethereal feed of Insta - and Insta is not Google friendly thus discovery via search is non existent beyond following hash-tags within Insta.
     
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  29. Annabuzzy

    Annabuzzy Part of the Furniture Ski Pass: Gold

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    Cocaine and cannabis. Bring back some tradition
     
  30. Richard

    Richard Maintenance Dept Administrator

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    What Redbull does on Instagram with their surf, bike & snow channels is a perfect example of fueling passion directly into these communities - their content is killer and the Brand connects directly with audience/consumer.

    A print magazine offers nothing in comparison for the likes of Redbull. At best they would get thrown some marketing budget bones just to cover off brand ubiquity - only because they exist, and the dollars would be way short of sustaining.
     
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  31. Annabuzzy

    Annabuzzy Part of the Furniture Ski Pass: Gold

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    You can link your emag to your Insta in a coordinated strategy though.

    I’m not seeing how one is the death of the other. The days of print magazines found in newsagents are gone, yes. But a high quality emag coordinated with a strong social media presence is still viable imho, particularity since on line your market becomes “the world”.
     
  32. Richard

    Richard Maintenance Dept Administrator

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    Concur, but it’s not going to be as easy as just moving from zine to online. The emag needs to produce original ‘Killer’ content, but Redbull is not funding that (like say Coke did 30 years for ago for zines) because Redbull is producing it’s own content and going direct. So the emag is left with corralling small fry advertisers and/or convincing audience to subscribe.

    ‘How to media online for profit’ is not resolved yet. Not by a long shot, if it was, the path for Powder and Surfer would be clear and this conversation, (on this relic of the internet that only exists in 2020 because of you Gold folk) would not be happening.
     
  33. Annabuzzy

    Annabuzzy Part of the Furniture Ski Pass: Gold

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    If they’ll sell me Powder for the price of a small coffee off I go with my new business ;)
     
  34. climberman

    climberman CloudRide1000 Legend Ski Pass: Gold

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    Putting the 'grass' back into 'grassroots'!
     
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  35. climberman

    climberman CloudRide1000 Legend Ski Pass: Gold

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    The +1 and I were just talking last night about how shit it would be for outdoor sports media consuming if Red Bull fell over!
     
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  36. Richard

    Richard Maintenance Dept Administrator

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    This is a minimum ten beer conversion. So much to unpack.

    But first concept, most emags with (as you say) ‘strong social media’ that look healthy - have been arbitraging the CPM they can get from advertisers against the cost of shifting eyeballs with click bait from the SM platforms. That was easy game 2012~2016. That arbitrage gap is all but gone now - and the audience got trained to live on SM where everyone’s content flowed. It turns out that the emag (aka publication) needs to *be* the destination in its own right otherwise it got nothing.

    Again, we survive because we didn’t do SM. Otherwise all that would have happened is the core of the community would have shifted away - the core is actually healthier now than anytime since prior to 2012 (especially with the WZ influx of last year).
     
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  37. Sandy

    Sandy Dark Sith Lord of the Pool Room Moderator Ski Pass: Gold

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    When I first saw the title of the thread, I thought of two things:
    - Powder Magazine kaput (the ski magazine finished)
    - powder magazine kaput (where you store explosives and explosive propellant, exploding)

    Here's an example of powder magazine kaput:
     
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  38. DPS Driver

    DPS Driver A Local

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    Ha ha, I'd actually written that and then thought it was a little heavy handed.

    They just don't work and even the advertising doesn't work.
     
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  39. climberman

    climberman CloudRide1000 Legend Ski Pass: Gold

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    I love print mags and I love social media and I just can't get into eMags. I've tried a few paid subscriptions over the years but it's not what I like.
     
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  40. DPS Driver

    DPS Driver A Local

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    They probably would. They're of no use to them any more. Just tell them you're nostalgic and want to continue it as a hard copy magazine. They'll think they have a ripe one on their hands and do one of two things:
    1. Test how stupid you really are and put a million bucks or it or
    2. Have a good laugh between themselves and say "this should be fun to watch" & give it to you for a dollar.
    Good luck.
     
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  41. DPS Driver

    DPS Driver A Local

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    Yep agree. It's how they're consumed.

    I love sitting down with a nice glossy mag and wading through it on a slow afternoon. It's a tactile thing. Wheras when it's online I will look at one article, maybe while having a cuppa and keep moving along with whatever else I was doing. It doesn't have the same affect on you.
     
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  42. Annabuzzy

    Annabuzzy Part of the Furniture Ski Pass: Gold

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    Interesting. I do prefer the feel of a magazine in hand, but still like an emag.

    I
     
  43. Untele-whippet

    Untele-whippet beard stroker Ski Pass: Gold

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    This.
    Many copies of Alpinist and Backcountry on the bedside table for continual thumbing through.
     
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  44. Telemark Phat

    Telemark Phat Pass the butter Ski Pass: Gold

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    They were big brands, thats the problem.

     
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  45. Telemark Phat

    Telemark Phat Pass the butter Ski Pass: Gold

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    This is an idea I could get behind!
     
  46. TriciaPug

    TriciaPug First Runs

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    Part of the bigger problem is that all of these print magazines
    • Can't rely on subscriptions for their $$ so they rely on advertisers, which has become more competitive which means that their magazines are more ads than content.
    • They require manufacturers to pay for the luxury of being involved in ski tests
    • Digital media is way ahead of them on telling the story about gear or resort, or anything ski related
    Its got to be tough to stay in print media, no matter how much we like sitting on the throne with our favorite reading material.
     
  47. Telemark Phat

    Telemark Phat Pass the butter Ski Pass: Gold

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    ???
     
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  48. CarveMan

    CarveMan Pool Room Ski Pass: Gold

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    I’ve got an iPad Pro which is a magnificent piece of hardware, it’s just made for reading e-mag type content, and yet I do it very very rarely.
     
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  49. DPS Driver

    DPS Driver A Local

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    This reminds me of a very funny event in my youth.

    I completed an apprenticeship before going back to study. When I was in my second year the boss got us all together and asked for some suggestions to improve the workplace. One of the guys who had a reputation for spending more time in the loo than was generally accepted as the norm, piped up immediately and suggested a magazine rack in the toilet.

    Everyone was in tears, the boss shook his head in disgust and walked back into the office. The magazine rack never eventuated.
     
  50. sly_karma

    sly_karma Old n' Crusty Ski Pass: Gold

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    I know where the explosives magazine is at my local ski hill. Hidden away far away from buildings but accessible on skis. Just a box about the size of a fridge is all it is.