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Learning from the magazine market sectors that pay

What's New in Publishing 12 Feb 2019 11:00

Why is it that some areas of magazine publishing are thriving, while in others publishers are fighting to keep their magazines on the newsstands? Mary Hogarth examines those markets where titles are flourishing.

While there is much to be learned from analysing magazines in those stronger sectors such as B2B and specialist, value and accessibility should form the core of any value proposition.

Here I explore those sectors where magazines are thriving and the secrets of their success.

Opportunities in local publishing

Local magazines seem to be having something of a resurgence, with numerous aesthetically-pleasing titles being launched across the UK.

Despite social media and other marketing opportunities, there is still a need for print local advertising. A well-produced, local magazine, which has coffee table appeal, is far more likely to have greater longevity than internet advertising.

But it’s not only those titles with coffee-table appeal that are succeeding. When researching Business Strategies for Magazine Publishing I came across a unique example of a local magazine, which was also part of a successful franchise.

This article is based on the fifth chapter of my latest book, Business Strategies for Magazine Publishing published by Routledge and available from Amazon.

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Mary HogarthPeter WardUKBBCthemagazineexpert Ltd
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