There’s a song by the Buggles that says: “Video killed the radio star.”
Well, it would appear that the Internet — particularly sites like this one — may have unintentionally played a part in the demise of “Disney” Magazine last week.
Though the publication’s high printing costs and continually sinking subscription rates were cited as the main causes for DM’s death, staffers there reportedly consider the Web to be the real reason that “Disney” Magazine suddenly ceased publication.
Said one unnamed DM vet that I spoke with earlier this afternoon:
“We were a quarterly with a very long lead time. We used to be where Disneyana fans would turn if they wanted detailed information about what was happening within the company. But then the Internet came along and really began cutting in on our turf.
And then the company shut down the Magic Kingdom Club and the Disney Club. Which robbed us of a lot of internal financial support, not to mention significantly cutting in to our subscriber base.
“Disney” Magazine were never what you’d call financially successful. By that I mean: We never had decent newstand sales. And for years now, our circulation rates have been artificially bolstered by all of those complimentary subscriptions that the company gave away to Disneyland & Disney World annual passholders.
But as long as the magazine was thought to be an effective marketing tool, management kept us alive. But now that the Net allows Disney to get the word out that much quicker to many more people at a far lower price point … It’s easy to see why they finally decided to shut us down.
So — no — to answer your question: What happened last week wasn’t really a surprise. It’s still very sad. But not really a surprise.”
West Coast “Disney” Magazine staffers were told about this unfortunate decision early last week. These folks were then told to keep quiet for a couple of days. So that representatives from Disney Company management could then fly East and break the bad news out there in person.
Over 80 people (who work for the publication in various ways) will be effected by this decision. While I was talking with my source this afternoon, editors in their office are still in the process of trying to reach various freelancers that “Disney” Magazine uses (Many of whom were already at work on stories for the Fall & Winter issues) to let them know that DM is no more.
As to what happens next … I’m told that a mass mailing is currently being prepared. Which will then be sent out to all “Disney” Magazine subscribers, explaining that DM has ceased publication. These folks will then be offered two choices. Disney will A) agree to refund any monies still owed for the issues that are left on that reader’s subscription OR B) offer to transfer their “Disney” Magazine subscription over to “Family Fun” magazine for the remainder of their subscription.
As for those folks who were actually on the “Disney” Magazine payroll … They’re supposedly spending the next two weeks packing up their offices as well as brushing up their resumes. I’m told that some staffers were told by Disney Company management that that the corporation would try to find them positions at Disney’s other publications. But no real promises of future employment were actually made.
Given that there are numerous staffers at this publication who have worked at “Disney” Magazine (Or as this magazine was known under its earlier name, the “Disney News”) for 10 – 15 years now … Obviously this news came as a shock. And people — for the moment, anyway — don’t know quite what to do with themselves.
Which perhaps explains this very odd event earlier today. Given that some of the “Disney” Magazine staffers are now supposedly talking about setting up their very own website where they can post Disney-related stories, suddenly I went from being the interviewer to the interviewee. As in: People were suddenly quizzing me about what it took to run a website, how often you should update, etc.
Given the obvious expertise on the staff of “Disney” Magazine … If I had the dough and/or if JHM were actually a money-making operation, I’d hire every damn one of them. It just break my heart to think that Disney’s letting all this talented people walk right out the door.
I and the rest of the JimHillMedia.com staff wish to extend our sympathies to the staff of “Disney” Magazine. As well as mourn the passing of a publication that I personally have been reading for 34 years now.
Here’s hoping that everyone who was employed by DM soon lands on their feet and finds another steady gig. You were a class act, people. It’s just too bad that Mouse House management didn’t really understand or appreciate what they had.
Your thoughts?