Popular Science, the magazine that popularized many wonky subjects for readers, publishing such authors as Charles Darwin in its 151 years, is dead.
What killed it? Their spokesperson, Cathy Hebert, issued this statement:
“Like most media companies, Recurrent [Publisher of Popular Science] is adapting to the evolving landscape of its audience. Whether it’s due to shifting patterns in social media, an increase in consumer demand for video or shifting advertising budgets — which have also increasingly moved toward video — it’s clear that change is a consistent theme.”
Simply put, the publishers couldn’t make the switch to video content.
It’s surprising to me actually. How could a magazine that focused on science and technology, and the future, not realize that multimedia MUST be part of their offering.
As the multimedia pioneer at IBM, [former magazine print writer myself prior to IBM], I’ve been telling organizations that they need to pursue a video strategy now or they won’t be able to compete. I’ve provided this advice since 1989.
First Rule – Don’t Get Dead
“Don’t get dead” by doing what you’ve always done.
And that doesn’t mean just publishers. All organizations, for-profit and nonprofit must have video as a major part of their marketing mix. If you don’t, you’ll end up like Popular Science. Gone.
My prediction has come true over and over again for 30 years.
Making the switch or adding video to your mix can be daunting; but, it doesn’t have to be. Hire me as a consultant and I’ll provide the roadmap, strategy, technology, platforms, content, resources, AND education you to incorporate multimedia into your operations.
You’ll benefit by getting more traffic, engagement, leads, and sales. All because of video.
Contact me today and let’s get started together! Mike@RMichaelBrown.com
Introduction to My 8-Step Content Marketing System
Popular Science Throughout the Years
