One Small Step For Publishers, One Giant Leap For Advertising
The difference is that today, Millward Brown reports, advertisers and agencies are demanding greater measures of return on investments, thus challenging media to provide quantifiable evidence that campaigns are working. Millward Brown's report also suggests, "Magazines deliver, on a dollar-for-dollar basis, almost three times as much advertising awareness as television."
Samir Husni, a well-known magazine industry analyst, says, "There were 874 magazines published in 2000." As a Hederman Lecturer and professor of journalism at the University of Mississippi, Husni contends that in the consumer category, magazine launches average about 75 per month. His book, Samir Husni's Guide to New Consumer Magazines 2001, provides new annual listings in the industry. Now in its 16th year, the guide also catalogs hundreds of new launches as related to the new economy and demand. Husni's Launch Your Own Magazine: A Guide to Succeeding in Today's Marketplace, comparatively reveals more of the creative conundrum jeopardizing newcomers. He explains, "You are dealing with a creative production, but there are ways to reduce your chances of floundering by showing how people who do the job have done it. If you don't have the money, you don't have the publication. Lack of cash flow will kill a magazine."
Outside looking in
What people are reading is also critical in understanding how a new magazine will fit demand or fall flat. Whereas there has been a steady cache of celebrity-driven newbies like Gotham, hot! and Smock, other magazines, such as Clamor, winner of the Utne Reader Alternative Press Award for Best New Magazine, focus content and ad bucks on the politics of ordinary people.
According to MPA's 2000 statistics, more than 30,830,281,545 new pages are dedicated to culture and humanities on a yearly basis, followed by entertainment and celebrity subjects. Last year, MPA says 24 regional magazines, 24 adult magazines and 20 business and finance publications were launched. Interestingly, niche publishing also showed an increase with more start-ups designed for ethnic and sexually diverse demographics, especially among the African-American community, with Savoy and Honey. Accordingly, within the last year, more than 400 ethnic magazines were launched in total, equaling the number of lifestyle publications. Also debuting were gay and lesbian magazines, such as Empire, a New York-based publication courting gay men, and Joey, a magazine designed for teenage boys.