The BoF Podcast | Thom Bettridge Says Viral Magazine Covers Are Only Sugar Highs
In the fast-paced world of digital media, capturing the fleeting attention of audiences has become an art form in itself. However, Thom Bettridge, the editor-in-chief of the newly-relaunched i-D magazine, believes that the era of chasing viral magazine covers for quick attention is coming to an end. In a recent episode of The Business of Fashion (BoF) podcast, Bettridge sat down with BoF founder and editor-in-chief Imran Amed to discuss the evolving role of magazines in the digital age and the shift towards prioritizing audience retention over momentary spikes in attention.
Bettridge’s insights shed light on the changing landscape of media consumption, where the emphasis is moving away from clickbait headlines and sensationalized covers towards building meaningful connections with readers. He argues that while viral covers may provide a temporary “sugar high” of attention, they often fail to create lasting impact or loyalty among audiences. Instead, Bettridge advocates for a more nuanced approach that focuses on producing quality content that resonates with readers on a deeper level.
One key theme that emerged from the conversation is the importance of authenticity and storytelling in today’s media environment. Bettridge highlights the need for magazines to embrace their unique identity and voice, rather than trying to mimic the latest viral trends. By staying true to their core values and mission, publications can cultivate a loyal readership that values the magazine for more than just its surface-level appeal.
The discussion between Bettridge and Amed also touched on the broader shift from an “attention era” to a “retention era” in media. As audiences become increasingly saturated with content and stimuli, Bettridge emphasizes the need for magazines to provide value and relevance that goes beyond initial engagement. By focusing on building long-term relationships with readers, publications can create sustainable business models that are less reliant on chasing fleeting trends.
Furthermore, Bettridge underscores the importance of adapting to the digital landscape while staying true to the essence of print magazines. He acknowledges the challenges posed by the rise of social media and digital platforms but sees them as opportunities for magazines to reach new audiences and experiment with innovative storytelling formats.
Overall, Bettridge’s perspective offers a refreshing take on the future of magazines in the digital age. By prioritizing audience retention over short-term attention, publications can carve out a unique space for themselves in an increasingly crowded media landscape. As the industry continues to evolve, embracing authenticity, storytelling, and long-term value will be key to staying relevant and engaging readers in meaningful ways.
#BoF, #ThomBettridge, #iDmagazine, #DigitalAge, #MediaEvolution
