There is untold value in thinking differently. Whether as a company or as an individual, the ability to adapt traditional ways of working or thinking can pay huge dividends.

In conversations with publishers such as Redan, DC Thomson, and The GMC Group, I found many magazines typically aimed at one gender or age group were seeing sales outside their demographic. As times change, it is very important for both the industry and retailers to constantly challenge expectations.

Categories such as Lego and cooking are still conservatively classified for ‘primary boys’ or ‘women’s interests’, but increasingly hold a wider appeal to both sexes. Genres such as motoring, for example, are aimed typically at men, despite 46% of drivers being women, according to data from the Department for Transport.

Furthermore, recent research by publisher TI Media revealed 79% of women strongly influence the purchase of cars, yet 75% of them feel the automotive sector doesn’t understand them as consumers – a missed opportunity, given women are the biggest magazine audience out there.

Publishers and retailers should be aware of their changing audiences and make sure their offerings are attractive to them, in order to fully capitalise on the sales opportunity they offer.

Opportunity: trends

Pay attention to trends that are important to your customers and don’t be afraid to shake your range up to tap into them. There are sales to be had from customers outside a magazine’s traditional target audience.

Launch of the week

Football 2019

On sale out now

Frequency annual

Price £4.99

Distributor Marketforce

Display with World Soccer, FourFourTwo


Just because the World Cup is over, it doesn’t mean sales of football magazines are going to fizzle out. With a new season about to kick off, Football 2019 is the first to capitalise on the anticipation 

The World Cup may be over, but the Premier League is just about to start. With two weeks to go, the folks behind World Soccer have put together another of their annual special issues, taking an in-depth look at the upcoming season of English football. 

The Football 2019 guide, published by TI Media, includes interviews, articles and analysis of the teams and players in the top leagues of English football, including the Premier League and the EFL Championship. Marketforce forecasts 14,500 copies sold nationally, with around 15% of them coming from independents, as in 2017, so make good use of this once-in-a-year opportunity.

Good Homes

On sale 1 August

Frequency monthly

Price £3.80

Distributor Marketforce

Display with House Beautiful, Ideal Home, Real Homes

  • Good Homes went through a brand refresh
  • this month, bringing a new look to the home interest magazine.
  • September’s issue brings expanded real home case studies and decorating features to make use of the new style’s larger images.

Puzzler Collection

On sale 1 August  

Frequency monthly

Price £3.50

Distributor Marketforce

Display with Take a Break’s Puzzle Selection, Family Wordsearch Jumbo

  • A mixed puzzle magazine in circulation for 40 years, Puzzler Collection includes 162 of the most popular puzzle genres, including crosswords, sudoku and wordsearches.
  • This bumper issue increases the cover price from £2.99 to £3.50, and includes a free pen and competitions with a combined prize value of £7,525.  

So Magical! 

On sale 31 July

Frequency bimonthly

Price £4.49

Distributor Seymour

Display with Disney Frozen, Love From, Totally

  • The former Fairies magazine has taken some time off, and rebranded as the new title So Magical!.
  • It includes stories, activities and gifts such as stickers themed around fairies, mermaids and seasonal trends.

Walnut

On sale out now

Frequency biannual

Price £10

Distributor MMS

Display with Healthy Food Guide, BBC Good Food, Delicious

  • Biannual health and food publication Walnut is releasing its fourth issue, printed on 100% recycled paper with 100% vegetable-based inks.
  • It features an exclusive interview with cook Melissa Hemsley and recipes from her latest book, Eat Happy, alongside columns, articles and recipes about healthy eating. 

Hatchimals 

On sale out now

Frequency monthly

Price £3.50

Distributor Immediate

Display with My Little Pony, Paw Patrol, Lego Star Wars 

  • Hatchimals was one of the top-selling toys of 2017, and it is now in print format thanks to this exclusive magazine.
  • It includes activities, news and comics about the brand, alongside a collectable egg.

Performance Mini

On sale out now

Frequency bimonthly

Price £5.99

Distributor Seymour

Display with Fast Ford, Jaguar World, Mini Magazine

  • This motoring magazine features product reviews, tuning guides and regular maintenance tips for Mini enthusiasts.
  • September/October’s issue comes with a Mini in the Park souvenir guide and is priced at £5.99.

Go Girl

On sale out now

Frequency monthly

Price £5.99

Distributor Seymour

Display with Lego Specials, National Geographic Kids, Minecraft World 

  • This 32-page magazine features activities, movie news and celebrity stories aimed at pre-teen girls.
  • August’s issue includes a free bonus magazine, World of Unicorns, alongside unicorn stickers, a My Lovely Kitty figurine and the magazine’s first-ever drawing competition.

Woman & Home

On sale out now 

Frequency monthly

Price £4.50

Distributor Marketforce


Specialist choice

John Vine

News World, Church Stretton, Shropshire

Who buys it?

This magazine appeals not only to women aged 50 or over, but we also get younger people buying it as well.

How do you display it?

I double-front it on the shelf for the first week and place it close to the children’s section, so parents and grandparents can get something for themselves when they buy a magazine with their kids.