Magazine publishers are increasing their circulation by making their titles a “collectable” item, a media expert has said.
Peter Houston, who runs a consultancy called Flipping Pages, which advises publishers how to grow digital revenue while maintaining print products, spoke about the future of the category on the Media Voices podcast last week.
“Print is becoming more serious and more collectable,” he said.
“Popular Science magazine in the States has just redesigned successfully and one of the changes they made was to a move to a single topic print edition, for example water, and the point of that is print is giving people an in-depth, ‘keepable’ resource they can keep on their shelf.”
Mr Houston also touch-ed on the contrasting fortunes of the celebrity magazine market with the current affairs sector’s recent success.
“Celebrities like the Kardashians spend their time on Instagram so why would you go to a printed magazine to find out what’s been going on on Instagram? The opposite of that is in The Spectator, The Economist or Private Eye. There’s analysis and a point of view going on,” he said.