Mid-year Checkup on Magazine Launches Shows Fewer New Titles in 2008
Samir Husni, the magazine industry’s new-launch aficionado aptly nicknamed “Mr. Magazine,” reported this week that the first half of 2008 saw a total of 291 new launches, 75 titles shy of the 366 publications started during the first six months of 2007.
The decline was not the fault of the month of June, however, which saw 57 new titles hit the newsstands, 20 more than May and just two fewer than last year’s June total of 59. The most glaring decline was in the category of magazines published with a frequency of four times or more, reported Husni. Just 78 of these titles had launched through June while 132 were launched during the same period in 2007.
“This is going to be the second year out of three that we are going to have a decrease in the number of new launches,” blogged Husni. “It is part of the life cycle of new magazines. The reason I believe June witnessed the launch of 15 new magazines with a frequency of four times or more is the old-aged belief in the fact that launching a magazine during hard times (think Fortune, Esquire, Entertainment Weekly) is often better for the survival of a new magazine than launching it during good times. It will take a year or two for the magazine to establish itself and the hope is that the economy will rebound and the new magazine will be ready for the marketplace.”