Panelists at the “From Cover to Copy” Seminar organized last week in New York City by Magazine Publishers of America (MPA) agreed that it is in the best interest of publishers to target diverse audiences (Hispanics, African Americans, Asians, Gay-Lesbian-Transexual, etc.). Marcus Mabry (Chief of Correspondents and Senior Editor of Newsweek), Cynthia Leive, (Editor-in-Chief Glamour), Alvaro Saralegui (Vice-Chairman, Latina Media Ventures), Rishi Shah (Publisher & CEO Rave Magazine), Rebecca Swift (Director of Creative Planning Getty Images) and Luke Visconti (Partner and Co-founder of Diversity Inc.) agreed that it is imperative that print media vehicles increasingly reflect America’s diverse
audiences in their publications.
Improving the recognition of multicultural audiences both through editorial products and advertising targeting these audiences is central to the survival of many publications in the next few years. Luke Visconti of Diversity Inc. magazine pointed out that CPMs (the cost of advertising per thousand readers) have decreased by 50% during the last 10 years. A substantial part of that decrease can be attributed to the fact that “print media does not represent diversity well.” The panelists also highlighted the importance of recruiting a diverse workforce.

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