Magazines, publishers, collectable
Magazine publishers should make their titles "collectable"

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.

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Jennifer Hardwick
Jennifer is RN’s news and magazines reporter. Each week, Jennifer looks at the key issues affecting convenience retailers selling news and magazines and examines the latest data and trends to give guidance on how they can grow their sales. Jennifer can be found tweeting at @JenniferH_RN, on jennifer.hardwick@newtrade.co.uk or on 020 7689 3350.

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