This ABC sees a step forward in the market with the introduction of a combined print and digital edition for the first time ever, this is a great start but by no means paints the whole picture for the print market. The headline figure still doesn’t include the fully interactive tablet, mobile, web or social reach, but this is a wider challenge that brands face. This period we have seen several new digital innovations such as; the launch of Bauer’s digital-only magazine The Debrief, and Stylist’s decision to soon take their success as a printed product and move onto the tablet format, which will inevitably enhance their reach. Mobile continues to be a crucial platform for magazines, and we can only expect to see the number of people accessing this content grow over the next couple of years, especially for titles targeting the 16-24 year old market.
That is not to say that innovation has only been through digital extensions, there are a number of new launches in the traditional printed magazine space like Town & Country and Porter Magazine. We have also seen Newsweek move away from their digital-only strategy back into a printed product, and relatively new launch Women’s Health has gone from strength to strength. If the quality of content is high and taps into key passion points, readers will follow, regardless of platform.
It’s important to remember that whilst some titles have faced declines, there are more than 1.1 billion magazines circulated in the UK every year. Print remains a huge medium in which to deliver targeted, engaged reach with audiences in a world where solus media consumption is becoming a rare commodity.
Sam Hughes, Head of Press, Vizeum UK
Download the full report across all sectors: ABC Print Brands Update (July-December)