The BoF Podcast: Thom Bettridge Says Viral Magazine Covers Are Only Sugar Highs
In a world where the digital landscape is constantly shifting, the role of magazines has become increasingly complex. In a recent episode of The Business of Fashion (BoF) Podcast, Thom Bettridge, the newly appointed editor-in-chief of i-D, shared his insights with BoF founder Imran Amed. The discussion centered around the purpose of magazines in the contemporary digital age and highlighted a significant transition from an attention-driven era to one focused on retention.
Bettridge, who has a rich history in the realm of fashion media, pointed out that while viral magazine covers can generate immediate buzz, they often result in fleeting moments of engagement—what he describes as “sugar highs.” These viral hits, characterized by their ability to capture attention instantaneously, lack the depth and substance needed for lasting audience connection. This raises an important question: What is the true purpose of magazines today?
The answer, as posited by Bettridge, lies in creating meaningful content that encourages readers to return time and again. In the past, the primary goal of magazines was to attract as many eyes as possible, often leading to sensationalist headlines and eye-catching visuals designed to grab attention. However, with the rise of social media and digital platforms, this approach has proven to be less effective in the long run. The audience has become more discerning; they crave content that resonates with them on a deeper level.
Bettridge emphasized that the shift towards a retention era is not merely a trend but a necessary evolution. He argues that the magazine’s role is to cultivate a community of engaged readers who find value in the content being presented. This requires a strategic approach that goes beyond creating viral moments. It involves understanding the audience’s needs and preferences and delivering content that meets those expectations consistently.
For instance, i-D’s relaunch under Bettridge’s leadership aims to reflect this new ethos. The magazine is repositioning itself to focus on storytelling that resonates with its audience rather than chasing ephemeral trends. By emphasizing quality over quantity, i-D seeks to build a loyal readership that feels connected to the brand and its values.
This focus on retention also aligns with the broader trends in the retail and business sectors, where customer loyalty is becoming increasingly vital. Companies across various industries are recognizing that retaining existing customers is often more cost-effective than acquiring new ones. In the same vein, magazines must adopt a similar strategy by fostering a loyal reader base that interacts with their content regularly.
Moreover, the podcast highlights the importance of authenticity in content creation. Bettridge points out that today’s consumers are more likely to engage with brands and publications that align with their values. This shift towards authenticity means that magazines must be transparent and genuine in their storytelling. By presenting real stories and voices, publications can create a more profound connection with their audience.
The BoF Podcast conversation also touched upon the challenges that magazines face in the digital age. With an abundance of content available at the click of a button, standing out from the crowd is no small feat. Bettridge suggests that magazines must leverage their unique strengths—such as in-depth analysis, expert commentary, and high-quality visuals—to differentiate themselves from the noise.
Furthermore, the emphasis on retention opens up new avenues for monetization. Magazines can explore subscription models, exclusive content offerings, and community-driven initiatives that encourage ongoing engagement. By prioritizing reader retention, magazines can create sustainable business models that thrive in the digital landscape.
In conclusion, the dialogue between Thom Bettridge and Imran Amed serves as a crucial reminder of the evolving role of magazines in today’s society. As we transition from an attention-driven era to one focused on retention, it is essential for publications to adapt their strategies accordingly. By fostering meaningful connections with readers through authentic storytelling and high-quality content, magazines can secure their place in the digital age. The era of viral magazine covers may be alluring, but it is the lasting impact of thoughtful content that will ultimately define success in this new landscape.
magazines, digital media, audience engagement, retention era, Thom Bettridge