Cosmo has a way of saying things that is particularly its own — you can tell a Cosmo cover from 30 paces out, no question.
So it’s no surprise that the magazine’s editor Joanna Coles, who recently spoke to AdWeek’s Emma Bazilian, has some strong and optimistic opinions about the future of print.
According to Coles, a strong digital presence is imperative to be relevant, and this is a good thing for brands. It’s also an entirely difference presence than print, and requires a different mindset.
“The biggest challenge for magazines is trying to figure out what’s coming next and how you transform content so that it feels relevant to the medium in which you’re absorbing and experiencing it.”
She contrasts the fast-paced, newsroom style content required of digital channels with the more curated, storytelling approach of print.
“When you turn the page, you don’t quite know what you’re going to get, whereas social media is a bit more self-selecting in terms of you choosing things you’re already interested in. With a magazine, you don’t always know what you’re going to be interested in, but if it’s well presented and well told, it becomes a voyage of discovery.”
And at the end of the day, Coles remains positive that print will continue to be a powerful channel. More so in fact, due to the increased pressure on the print side to be fabulous, profitable and engaging.
“Digital disruption has been fantastic for the publishing industry,” says Coles. “It’s brought in a new generation of people engaged with our voices and what we have to say, and it’s made everybody have to think on their feet a bit more. I really do think that we’re in that moment when we were riding horses and the car has come along.”
We agree, Coles, and we like your style.