Newsstand and Deliver
Advertising revenues are up
Readership is up. "Over the whole continuum of print, people's time spent reading increased 13 percent in 2000, as compared to 1999. More importantly, people are spending 39 percent more time reading trade publications and business magazines in the year 2000." (According to Fairfield Research) Bigger and better outlets for magazines. "There are more places to buy magazines than ever before. Superstand, for example, is planning to open something like 200 stores nationwide in the next five years."
More specialty stores are becoming magazine outlets. "Healthfood stores, GNC and others are starting to carry magazines that cater to their specific market niches." Specialty titles are still on the rise. "We now have magazines that cover everything from Hats to Shoes. Those are real magazines." According to Husni, the total number of titles actively published has increased significantly in recent years. The number of consumer titles published in the U.S. has reached almost 5,500, which compares to 2,500 titles in the mid 1980s. The trade magazine segment has experienced similar growth, bringing the total number in all categories to between 18,000 and 20,000 titles, he adds.
So far, the increased number of title launches hasn't had any apparent affect on the overall success rate, Husni says. Currently, the standard measure-- number of magazines still being published after 10 years--stands at 15 percent. Traditionally, that figure has run between 15 percent and 20 percent. Despite the dramatic rise in titles published, Husni doesn't believe there is a market glut, or any end in sight to the growth in tiles. "First, publishers divide the segment by subject," he explains. "Then, the subject can be broken down by gender. Genders, in turn, can be broken down by race. Also, 'Girl', 'Boy' or 'Teen' can be added to any title. Of course, the more you segment the market, the smaller the number of copies that will be printed for any given title." This segmentation of the market has some obvious and not so obvious implications for printers. Responding to the increased demand for shorter runs of magazines is an obvious challenge and opportunity. This has led publication printers to expand some facilities and upgrade others with more flexible equipment.