Magazine
publishing is growing 1% per year and is estimated to continue up to 2026 as
many factors feed into this. This includes the online media/mobile devices
which are contributing to the popularity of magazines as publishers are
creating more online content to reach a wider audience.
There
is a high demand for creative and interactive print advertising as campaign
specific links attract the readers to website. Print magazines are still
growing as people prefer to read printed magazines as they trust what they are
reading more. Magazine advertising also allows readers to choose what they view,
with European publishers updating their content to build customer loyalty.
The
Covid 19 pandemic, however, has created a large shift to online media. Social
media has affected the way people view magazines if they even do as they may
look at websites and social media rather than magazines which caused a change
in the way magazine businesses even identify themselves as many say they no
longer call themselves “Magazine publishers” as so many people use the online
media and websites of magazines and print magazine advertising revenue has fell
dramatically with less people spending money on magazines. For example, due to
social media, circulation of men’s magazines has fallen by 89% and music
magazines by 90% in 2020 but subscriptions are growing.
Ownership
in magazines is currently more diverse than newspapers, the 3 leading publishers
are TI Media, Bauer, and BBC who control an estimate of 80% of national print
circulation and are family owned. In comparison to 2020, 76% of adults in the
UK view magazine media each month whether that is online or print with some of
the top magazine advertisers being, Apple, Chanel, VictoriaPlum, and Sainsbury’s.
Magazines use specialised categories to gain a wider audience, e.g., Future expresses
content such as gaming and cycling which are areas where people tend to spend
lots of money.
