The latest ABC figures tell a story of decline across some sectors but success in other areas.
While the numbers are still a useful trading tool for the industry the health of a brand is about much more than a set of circulation figures every six months.
Some publishers and media commentators think that magazine circulation is not as important as it used to be and so moving into new areas is a way for magazine brands to remain relevant without relying solely on print products.
Justine Southall, publishing director of Cosmopolitan, which has seen a 6.6% fall in circulation in the last six months, says: “Readers don’t care about ABC numbers, they care about content. You can’t just throw marketing budget at deals and bagging because it’s not good for the long term health of the brand.”
Liam Mullins head of press at 7Stars, says: “It’s more about relevance than revenue because a lot of magazine brands are starting to loose relevance with younger audiences and so they need to appear in places their readers like.”
Magazine brand owners are looking at ways to extend their brands into new areas and across different platforms outside the pages of a traditional print product.
See full article at: Magazines stretch into new frontiers | In-Depth Analysis | Marketing Week.
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