|The Engineer in print - a sad loss|
So, why has one of engineering’s favourite titles decided to take such drastic steps? The challenges faced by print media following the explosive digital evolution are well documented. Online content is easy to access, cheaper to manage and closer to the engineering component buying chain.
Indeed, we at Stone Junction understand the power of this electronic resource and harness its power for our clients through integrated PR campaigns. However, we do not use it as a standalone tool.
In fact, we believe that, with such a mass of uncensored information available on the web, hard copy material serves to enhance an organisation’s reputation. This is also true for established magazines, such as The Engineer; which has built up a loyal following and credible branding. This magazine acted as the Tomorrow’s World of the engineering industry, giving valuable insight into the future of the sector.
In a letter to Andy Pye, consulting editor of Controls, Drives & Automation, Jon Newell, editor of ProSecurityZone, outlines his perception of The Engineer when he refers to the title as a “geeky Cosmopolitan”. He also says that he, “spent more time with [The Engineer] and took it home”, revealing that, for him, The Engineer was an enjoyable read as opposed to a resource flicked through for useful snippets of information, like other titles he received.
This seems to resonate with many of The Engineer’s readers who have unleashed comments on the website. Many take pleasure in reading The Engineer in their downtime – away from a screen.
With such a valuable niche function one does worry that the change may impact on the brand. While some current readers threaten to boycott The Engineer following its new and limited access, others will inevitably remain loyal, and the magazine promises to maintain its high editorial standards. But with a strategy that leverages the behaviour of the succinct information gather, will some of its information go to waste and will it lose its value as an engineering household name?
Our view: Keep it in print.
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