Development, progress, growth and constantly moving forward — this is how technological advancements are described in the world we live in. Whether it's the smartphones in our pockets or the machines keeping people alive, technology has become an inseparable part of modern life.
The media industry is no different. We see audiences engaging and consuming content through social media and creator-led platforms, newsletters fill up inboxes and streaming is the new cable.
Yet, with so much change, publishers are having to reconsider their place in the media, especially those still passionate about print. Nicky McArthur, Editor of Muse magazine, shares her perspective on the future of magazine publishing, why print still offers unique value and how publishers can remain of consequence in a standardised digital world.
Independent magazines have to compete with both traditional media and content creators on social media. What do magazines bring to the table that other platforms don’t?
When you open a beautifully curated magazine, you are engaging in a sensory experience. There is the weight of the paper, the texture of the matte finish, the distinct scent of ink and the satisfying sound of turning a page.
In a world dominated by the relentless pace of screens, print media has evolved from a traditional medium into a luxurious, tactile escape. I believe print offers a vital digital detox — a physical sanctuary from the infinite scroll, blue light and constant notifications that leave us cognitively exhausted.
While digital content is fleeting, built for immediate consumption before quickly vanishing into the algorithm, print possesses genuine staying power.
It occupies physical space on our coffee tables and bookshelves, inviting us to pause and return to its pages at our own leisure. Magazines have a comforting beginning, middle, and end, and so print honours the elegant ritual of slow living.
Many publications are reducing editorial teams and outsourcing to freelancers. How would you say Editors' relationships have changed with Writers over the years?
The media landscape has undeniably shifted. As in-house editorial teams shrink and budgets tighten, Editors are increasingly relying on freelancers.
While this transition can initially feel like a loss of the traditional, buzzing newsroom, it doesn't have to be a bad thing. In fact, a decentralised team offers a massive strategic advantage — bringing fresh perspectives, specialised expertise and diverse voices to a publication.
I think the secret to making this model work is realising that the newsroom hasn't disappeared; it has just gone digital. Whether you are sitting across from someone at a desk or communicating across time zones, the foundation of great editorial work remains exactly the same: relationships.
You don't need a watercooler to build loyalty. I work with an amazing team of freelancers across SA. My Writers are located all over, my designer is in the Cape, my Sales Director is in KwaZulu-Natal and my Digital Editor is in Rustenburg. We chat endlessly and I’m just a call away. Communication is everything.
How do you identify voices, businesses or communities that deserve a larger platform when considering stories for publication?
I rely on a broad group of creatives who bring ideas and newsworthy articles to the table. They have their ears to the ground, and I have to pay tribute to them for bringing me the stories that must be told. I also find golden nuggets that become great stories by reading the news, socials and listening to great conversations.
What opportunities do you think Publishers are overlooking that could help strengthen the future of magazine media, and what do you think the magazine industry will need to remain relevant?
To thrive, the magazine industry must stop trying to compete with digital media on digital media’s terms (speed and volume) and instead double down on what makes print irreplaceable: depth, prestige and focus.
Publishers are moving away from cheap monthly runs to high-end, quality bimonthly or quarterly publications.
Muse is actively promoting only South African content to stand apart. The people, the food and wine, the architects and designers, the homes and spaces and products — they are all "local is lekker", which is a differentiating factor from other mags on the newsstand.
Muse also offers a digital magazine, because there will always be the reader who wants online. It is an easy to navigate, highly interactive magazine with hyperlinks and video inserts for maximum engagement.
The goal is no longer to capture a fleeting 15 seconds of scrolling, but to design a physical and sensory experience that commands 40 uninterrupted minutes of a reader's Sunday morning.
Did you find this Q&A insightful? Let us know in the comments section below.
*Image courtesy of contributor and Canva