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Effet domino

23/02/2006 - par Mark Tungate

Magazines are not dead. Sometimes I wonder, but this week I decided that there is still a future for print media. And why do I think this ? It all started with an American magazine called Domino.

Thanks to an email newsletter, I discovered that Samir Husni had voted Domino the best new launch of 2005. Samir Husni is a US-based journalism teacher and magazine enthusiast who analyses thousands of magazines for his annual guide, Sami Husni's New Magazine Guide. He refers to himself as Mister Magazine (www.mr magazine.com). He loves Domino, a home improvement shopping magazine (www.domino mag.com), because it provides simple solutions « in a field bombarded by information, catalogues and marketing gimmicks ». Husni adds that « any time a magazine makes chores enjoyable it creates an addictive relationship with its audience ».

Today, consuming all the available media is a chore. Magazines should play the role of filters, panning for gold in the media mire. Domino scores by analysing reams of information about home improvements and reducing them to digestible chunks. It's notable that one of Husni's other favourite launches was an intelligent women's magazine called BeE. And what does it do ? « It gives its readers information on everything a woman wants to know, from notable people around the world to how to find a job that best fits the individual ». In today's press environment, the word « editor » no longer means the person who takes advertisers out to lunch.

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