The future of consumer magazines
Ahead of the much-anticipated ABC Consumer Magazines data release tomorrow, NewsLine wonders what the future holds for consumer magazines.
In the last few months alone, we’ve seen Dennis launch one magazine but close another (see Dennis launches new poker magazine), Exchange & Mart migrate to a digital-only format amid falling circulation figures (see Exchange & Mart migrates to digital-only format) and a number of new editors being hired to turn things around (see Tatler appoints new editor).
The last ABC release showed that many consumer magazine’s circulations are slipping, which is perhaps inevitable in times of economic turmoil – while free titles Shortlist and Sport topped the men’s lifestyle sector (see ABC Results Jan-Jun 2008:Mixed Period For Men’s Lifestyle Magazines).
However, the industry seems determined to succeed, despite the downturn and the highly competitive marketplace – Condé Nast is about to release two new titles and IPC has just appointed Evelyn Webster to oversee 80 magazine brands, including top names such as NME and Marie Claire.
Having spent 17 years at IPC, Webster should know her stuff, however, the tasks confronting her are daunting to say the least.
Despite predictions that IPC’s men’s division, Ignite, is set to suffer large circulation declines in tomorrows ABC release, Webster told MediaWeek that there are a lot of positives – “The men’s division is seeing substantial growth in the digital sphere – just look at some of our brand extensions, such as NME Radio and Nuts‘ online offering,” she said.
Looking to the future, Webster wants to enable IPC to better meet readers’ needs during the credit crunch, a period during which she expects titles to “perform well as an affordable treat”.
However, it seems as though digital could be the way forward – JWT, the global advertising agency, recently forecast that a number of newspaper and magazine titles will migrate to digital this year in order to overcome financial difficulties (see JWT’s “90 Things to Watch in 2009”).
In November, Nielsen Online published figures showing that 5.5 million Britons visited at least one of the ten most popular magazine websites compared to just 4.3 million across the group in November 2007 – growth of 30% (see Nielsen Online: Top magazine sites up 30%).
Dennis Publishing clearly believes in the future of digital magazines, with Monkey, iGizmo and iMotor all proving to be big-hitters, each attracting more than 1.4 million readers a month, according to the publisher’s first ABCe results (see Dennis Reveals Digital Mags Debut ABCes).
One thing seems to be certain though – 2009 will be about change in the world of magazines, including more senior appointments, magazine launches and re-launches as well as increased online offerings.
All of these topics – including the shape of the market following the ABC release and what it means for ad revenues – as well as many more, will be discussed at MediaTel Group’s ‘Future of Consumer Magazines’ seminar, sponsored by Cellocover, on March 11.
The panel is will include Webster, as well as Future’s chief executive Stevie Spring and media journalist Ray Snoddy – with more to be announced nearer the time.
Book by this Friday to save £20 on the ticket price – for more details click here.
In the meantime, all the Consumer Magazine ABC figures for July to December 2008 will be on MediaTel.co.uk’s Press+ database, with comprehensive analysis and data on NewsLine from noon tomorrow.
MediaTel Group: 0207 439 7575 www.mediatelgroup.co.uk