Alastair Lewis new CEO FIPP: crucial time for magazine publishers

Lewis brings over 20 years of experience in the magazine sector, primarily at Haymarket Media Group, where he held various positions, including Managing Director of Consumer Publishing. Before taking on the role at FIPP, Lewis ran a consultancy focused on helping media owners navigate the complexities of modern publishing.

Increasing importance of strong independent bodies

Lewis articulates FIPP’s primary role as fostering a community and network for publishers interested in collaboration and knowledge-sharing across global markets. "Our purpose is to facilitate networking, provide inspiration, learning, and training," he says. This mission is particularly crucial today, where challenges span multiple fronts. Strong, independent bodies are indispensable in keeping members informed about developments in technology, legislation, audience behaviour, and business models.

Lewis acknowledges that FIPP requires stronger representation in regions such as Brazil, Southeast Asia, Southern Africa, and Nigeria. "We are predominantly focused on Western Europe and the US," he notes, expressing his desire to expand FIPP’s reach and better serve media owners in these markets over the coming years.

Declining visibility and Gen Z and Alpha

While the magazine industry faces significant challenges—such as declining newsstand sales and shifting advertising revenues—Lewis remains optimistic. He notes that many publishers are achieving strategic clarity and purpose, which is vital for adapting to new market realities.

A major issue has been the reduced visibility of magazines in retail spaces. "This decline began 10 or 12 years ago when supermarkets started reducing space for magazines," Lewis explains. "Each year, prime positions were consistently pushed to the back of stores." As a result, circulation for many titles has suffered. However, some have adapted successfully. For example, Autocar in the UK has turned to independent retailers and smaller newsagents rather than relying solely on supermarket chains.

Lewis is also optimistic about younger generations’ attitudes towards print. He observes a shift among Gen Z and Gen Alpha audiences towards print media. "I see these generations recognising the superior experience print offers for reading and retaining information," he says. He points to Sweden’s policies as influencing this trend, with younger audiences increasingly valuing print for its distinctiveness compared to screen-based formats.

Five key trends to boost publishing

Lewis identifies five essential goals for publishers to pursue in 2024:

1. Be Audience-First: "Being audience-first isn't about choosing digital or print," Lewis clarifies. "It’s about understanding your audience thoroughly and making decisions that allow you to serve them while creating a sustainable business model." He cites Estadão, a Brazilian newspaper that launched Agro Estadão after identifying a gap in serving the agricultural sector, which accounts for 30% of the country's GDP.
2. Diversify Revenue Streams: "Publishers must diversify their revenue streams," Lewis asserts. Successful publishers are moving beyond traditional advertising, exploring subscriptions, events, and e-commerce. He mentions Your Luxury, a South African magazine that initially built its audience through Instagram before launching its print product, which now generates significant advertising revenues from fashion and luxury brands.
3. Embrace AI: AI presents both challenges and opportunities, and Lewis urges publishers to "lean into this conversation." He highlights AI’s potential to enhance audience insights and content delivery, pointing to Axel Springer’s partnership with OpenAI as an example of effectively using AI to boost engagement.
4. Seek Global Growth Opportunities: "Over the past year, we’ve seen a resurgence in cross-border partnerships," says Lewis. Brands are looking for innovative ways to expand into new markets, and Time Out exemplifies the success that can come from embracing international collaborations.
5. Make ESG Central: "This could be the most critical factor for publisher growth in 2024," Lewis stresses. He emphasises that Environmental, Social, and Governance (ESG) principles must be embedded across all operations. Immediate Media in the UK stands out, with clear targets for reducing carbon emissions

During the interview, Lewis discusses FIPP’s commitment to sustainability, including the reduction of carbon footprints within the industry. He mentions that FIPP has established a committee dedicated to guiding members on best practices for minimising environmental impact. "The carbon footprint from digital advertising—especially video and AI—is alarming," he says. Traditional measures often focus on the transport costs associated with paper production, but Lewis argues that print, in fact, may be more sustainable than digital alternatives like video streaming. He notes,' programmatic ads in the UK emit same amount of carbon as 15 round trips to NY per month..'

This stark comparison underscores the importance of advocating for print media’s sustainability benefits.

As Alastair Lewis embarks on his leadership at FIPP, his insights demonstrate a clear commitment to revitalising the magazine industry through strategic innovation and global collaboration.