The Magazines Redefining Success in Print

Last week, The Sunday Times Style magazine published the biggest issue in its 20-year history. At 184 pages, the fashion special edition featured the most advertising seen in any Sunday Times Style magazine to date, with features from brands including Versace, Luis Vuitton and Dior. At a time when newspaper circulation is falling, to the point where The Independent took the bold move of going online-only and daily newspaper The New Day closed just nine weeks after it was launched, it’s clear that some print is getting it right – and others are missing the mark. So what’s the secret to success in these torrid times?

Free Magazines

Of the UK’s 24 most popular magazines, over half are free. Seven of these are published by retailers – including Waitrose, who place a heavy emphasis on print in their marketing strategy – and the others are high-quality weekly magazines offered to London commuters. Total magazine circulation in the UK is actually on the rise (by 2%, according to the latest ABC circulation figures) but circulation for paid magazines is slowly decreasing.

Glossy Magazines

Paid magazines are still making money – and in a big way, if you look at The Sunday Times Style Magazine. Advertising revenue has been dropping for most print publications, but glossy fashion advertising seems to be resilient to the changing times. In March, Vogue published its biggest ever edition in 100 years, complete with 275 pages of advertising. Major women’s monthly magazines are still successful, with Cosmopolitan increasing sales by around 57% last year alone.

Indie Magazines

It’s not just the big names that are doing well: a new wave of independent magazines is emerging. Springing up to fill niches – from sustainable living inspired by British traditions to analogue fashion photography – these are luxury products, and readers are happy to pay a little extra for something a bit different. Indie magazines might have low circulation figures, but they’re redefining success in print.

Print is far from dead. Although it has changed to keep up with a different world, it remains an inspiring and relevant medium – and will do for many years to come. If you are looking for independent printers to publish your magazine, talk to Colour Print. Call us on 01603 488001 or email sales@col-print.co.uk to find out how we can create your magazine in paper and ink.

For more news and analysis on the world of print, follow us on Twitter at @Colour_Print.