Rather than the online space being perceived as a threat, Morrison believes there exists a distinct opportunity to increase the authority of magazine brands. Magazines that have successfully made transitions into digital include the 170 year-old Building, their editor recently stating that the digital space has allowed them to position their writers as true experts in their respective fields.
Morrison cites Penton as an example of a conventional publishing company that has undergone a successful transformation in tough times. “They have made sure that in each sector in which they operate, they are THE company. They also capitalise on events, finding new, innovative ways to drive revenue.”
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