Special Report: Looking Ahead

We asked industry professionals which magazines they’ll be reading in 10 years.

David Remnick

Editor, The New Yorker

>> I think the best magazines are going to survive and even thrive—certainly that’s the way I think about The New Yorker. We’ll face all kinds of challenges that nobody had to worry about in 1980, but I do think magazines will continue doing what they do best without inhibition and ceding the freedom they have. But we have to remain alert and flexible about the way they will thrive, and to what degree they will be on the Web and to what degree they will on paper. I still believe the best way to read The New Yorker is the way you get it in the mail—in this handy dandy print version.

Soledad O’Brien

Co-anchor, CNN’s American Morning

>> Definitely Time and Newsweek. And definitely Fortune, The Economist and various fashion magazines I like.

Ned Desmond

President, Time Inc. Interactive

>> I’ll be reading a lot of magazines, including all the ones I subscribe to now—SI, Time, Business 2.0, Fortune, Wired, The Economist, Eastern Flyfishing. They may differ from magazines today in one respect: They will be more indulgent, a little more a celebration of what magazines are all about, that appealing, even tantalizing mixture of form and substance. And one thing editors will laugh about—those days, back at the turn of the century, when everyone was confused about the difference between online editorial and print editorial. The difference will be so clear by then. The sites will be packed with breaking news and commentary, score and price updates, fresh takes from photo shoots, video footage, and sound-off and meet-up forums for readers and editors. We’ll see all that as huge, compelling, wonderful, and not like magazines at all.

Mo Rocca

Contributor, CBS Sunday Morning and NBC’sTonight Show With Jay Leno

>> Parade. It’s family. It’s the Teddy bear I had as a child. I associate it with home and with Sundays. The magazines that will survive are those that are family members.

Kurt Andersen

Host, WNYC’s Studio 360; contributing writer, New York; author, Heyday

>> I can’t choose just one. Leaving aside the magazines to which I currently contribute (New York and Vanity Fair) and which one of my best friends runs (Time), there are three. Two of them, The New Yorker and The New York Review of Books, are simply indispensible to my sense of citizenship in the civilization. Do I care if I’m reading them in ink-on-paper or digital form? Not so much. And the third magazine I hope I’m reading in 2017 doesn’t yet exist—it’ll be a slightly strange, funny, energetic, awesomely smart and beautiful-looking magazine that I’m depending on some brilliant visionary to create during the next decade.

Vivian Schiller

Senior vp/general manager, nytimes.com

>> I’ll still be reading The New York Times Magazine, of course. Certainly, it will still come delivered in a blue bag with my Sunday Times, but I might also be experiencing it on our Web site, or on a tablet reading device. Or maybe I’ll be watching it on my iPod, or on my widescreen TV. If we can crack the code of delivering the luxury magazine reading experience off the printed page, it will be a win for readers and advertisers alike.

David Verklin

CEO, Carat Americas; chairman, Carat Asia-Pacific

>> Virtually every title that I love and enjoy today. The only difference is that I’ll find most come to me in a format and package that I’ll find more compelling at that moment in time.

Andrew Swinand

President, chief client officer, Starcom USA

>> I think the question is: How will I be reading my magazine in 10 years? People will always have a relationship with trusted content put forth by publishers. I will always turn to BusinessWeek for information and thoughts on the events of the past week and how they will affect my clients. The question is: Will I read it in a magazine, on a computer, a digital tabloid or my phone? All of the above and more.

Robin Steinberg

Senior vp, director of print investment and activation, MediaVest USA

>> I will always read People. In 10 years, the magazine business will be vastly different. The consumer will be connected to a brand, rather than a magazine per se, and interact with that brand’s content however and whenever they choose. As for the advertising buy/sell process, it will continue to migrate from a siloed process to a multifunctional, multi-platform process. Research will become ever more transparent as agency and clients demand improved clarity, accuracy and timeliness of data. It’s all about accountability—and that will not change.