
Harper’s Magazine is struggling. They are seeing drops in newsstand sales, advertisers, and subscriptions rates, among other things. That’s sad because the magazine has been around since 1850 and has published some of our most brilliant writers. So, aside from being a little dense–who has time for 10,000-word Harper’s article these days?–what is the problem here?
While mismanagement, the economy, and the overall state of publishing seem to be contributing to the issue, as Slate points out, Harper’s real problem is that it doesn’t have an online presence because it hides its content behind a paywall. Says Slate, “Because its stories are trapped behind that paywall, no one talks about them and the magazine has fallen out of the conversation.”
One has only to look at competitors like The New Yorker to see that this is true. The New Yorker offers some free content online, and people are interested. They link to the articles, they go to the website, they click on the advertising links, and they generally remember that the magazine exists. Harper’s, meanwhile, is ignored, despite the fact that it has some brilliant writing.
So the best thing Harper’s could do would be to get with the times and put free content online. That doesn’t mean that the magazine has to stop publishing in paper–clearly it has an older readership that would hate that. It does mean, however, that it should bring down at least part of the paywall so that the magazine can gain a younger readership. It may seem counter-intuitive, but that’s how Harper’s will survive. Being “part of the conversation” is how publications gain relevance, and relevance means money.
By the way, this doesn’t bode well for the New York Times’s website. The venerable newspaper is going to start charging for some of its online content. I think this is an idiotic move. You can fight it all you want, New York Times, but the fact remains: people don’t like paying to read articles on the web, and they especially don’t like it if they used to get the articles for free, but now are expected to pay for them.