. Sadly, magazines are not well received by the only folks left on the planet that PADI and DEMA should be reaching out to, young people. When was the last time you saw a person under 30 read a magazine in a doctor's waiting room? They all play on their phones, the majority of them on instagram or Facebook.
According to the article Bonnier Dive Media group, have 820,000 social media followers, alongside 540,000 unique monthly website visitors. I'd say that's a pretty good target audience
As I said on some chatboard or another, PADI (and DEMA) are petrified of social media, where folks can respond to their particular style of news,
With social media posts, you have little control over the Audience reaction to yoru posts, i.e. they can openly criticise.
Certainly PADI EMEA has a good grasp of social media, and is always posting. The limited small scale PADI public events organised here (due to the fact the need to bring staff over from the UK) are all targeted at the younger audience.
The trick as always to social media is to somehow generate an interest so your posts get shared to a wider audience, and you pick up more subscribers.
I've yet to find an online magazine that I'm willing to subscribe to and that has been designed for easy reading on both computers and mobile devices.
PADI have the choice to go with the pay wall model, but you need excellent content to entice people there, or suck up the costs of creating and publishing the content, to get it out to a wider audience.
I would guess rather than concentrating on tired old dive computer or fin reviews, they would be pushing environmental news and topics - which have a greater interest. From there you can draw people into using diving to explore