ARE MAGAZINES THE NEW VINYLS? ▲ Magazines such as National Geographic produce special annual bumper editions reflecting a shift to a more ‘artisan era’ for magazines Being a magazine editor within the print industry, I often wonder if I am biased in my passion for print, being amongst others so aware of the creativity, potential, and crucial role print plays in pretty much every industry there is. Once you have become immersed in print it is hard to stop noticing it everywhere you go. Just ask anyone in the industry and they will tell the same tale of their family and friends being sick to death of them pointing out posters, signage, special effects in packaging, and so on. Those ‘in the know’ are aware of the way print can add a special feel to an event, giving people something tangible to take away and keep as a memory, or the way special effects can turn a simple cardboard box into something you want to use as decoration – something I have done with the gift box my perfume came in with the beautiful design and gold foiling making it something I now keep on display. However, there is still a disconnect between those in the industry and those 'on the outside' with the image of print still being that of traditional business cards and dwindling newspapers, with print thought of by many as a medium that is dying and fading away due to not being really very creative at all. So, you can imagine my delight when reading national news outlets reporting on a so-called print resurgence akin to that of vinyl records in the music industry. Both the BBC and The Guardian have published reports in recent months describing printed magazines as making a "vinyl-style comeback" with the launch of new titles and the return of the popular NME printed magazine after the title went digital in 2018. This raised the question, is print actually experiencing a resurgence? Or is the model shifting as pressures such as the cost of paper, postage, and a decline in advertising continue to threaten the viability of many printed publications in today’s digital age? To find out, I speak with analysts and experts within publishing as well as one of the UK’s largest magazine publishers to find out whether the much-reported decline in printed magazines is really turning on its head, or whether we are looking at a new era for printed publications as the digital world continues to boom. Dwindling Circulation Levels For a number of years now, reports of a decline in magazine and newspaper circulation have been commonplace, with drops in advertising and consumer buying habits creating a perfect storm for publishers and printers alike. This forecast differs slightly between business-to-consumer (B2C) and business-to-business (B2B) titles due to each serving different purposes and roles for their readers. Within the B2C sphere, you only have to pay a visit to WH Smith to see there are still a large number of printed magazines on display, despite reports of circulation numbers dropping painting a gloomy picture. The impact is also affecting titles differently with the most recent ABC national newspaper circulation figures reporting the Daily Star Sunday and Sunday People to have experienced the biggest annual declines. The smallest annual decline was at the Financial Times. In contrast, London business newspaper City AM increased its free distribution by three-quarters compared to the previous summer and The Daily Record was the only paid-for title not to see a month-on-month drop in circulation. In 2022, Slimming World was the only women’s interest magazine to see its print circulation grow in the UK and Ireland, with Hearst’s Good Housekeeping retaining the highest circulation numbers. On the contrary, Hearst UK titles Harper’s Bazaar, Elle, and Best reported some of the biggest UK and Ireland declines in circulation. Women’s Health, Closer, and Bella reported double-digit declines. In more positive news, Private Eye grew by 5%, remaining the UK’s biggest news and current affairs magazine. The satirical magazine is only available in print and has reported its best sales since 2017 having continued to grow year-on-year. Following close behind are The Oldie, London Review of Books, and The Spectator as the fastest-growing print news magazines in the ABC figures. The latter saw a 16% increase in its digital circulation, having lost 9% of its UK and Ireland print subscribers. The Economist retains the highest print circulation with a global circulation of 561,605. With circulation levels continuing to shift on a regular basis, there has also been a shakeup in the printing of these titles with the closure of Liverpool-based Prinovis in 2022. As a result, titles such as Heat and Grazia, all the weekly newspaper supplements and magazines for The Times, Sunday Times, and Sun on Sunday, have Amidst news of magazine circulations dwindling and paper and postage costs soaring, what does the future look like for printed publications as the digital era continues to grow and evolve? MAGAZINE RESURGENCE 30 email: news@printmonthly.co.uk January / February 2024 - Issue 346
RkJQdWJsaXNoZXIy MjM0NDIxOA==