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One Direction fans not buying magazines

Mark Fletcher
March 18th, 2014 · 9 Comments

1dmagazineJust over a year ago we could not get enough One Direction magazines to sell. Today, there is almost no interest in magazines featuring the boy band.┬áDespite good position support and co-location, The Directioner magazine is not achieving sufficient sales to pay rent for the pocket it occupies. Is the 1D phenomenon over? Maybe it’s a regional challenge.

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Category: magazines

9 responses so far ↓

  • 1 Gregg // Mar 18, 2014 at 6:59 AM

    Mark, in one of your previous post I mentioned that for us 1D was dead and not selling, this has continued and I cannot remember the last sale. Young girls still pick up the mags but not purchase, I believe there is a bit of repetitiveness to the mags hence lack of sales.

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  • 2 shauns // Mar 18, 2014 at 8:03 AM

    PROBALLY BECAUSE THEY ARE TO YOUNG TO READ

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  • 3 Brett // Mar 18, 2014 at 8:25 AM

    Its over – mags and product is not moving anymore

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  • 4 Sarah // Mar 18, 2014 at 10:00 AM

    We found the stationery products went well at Back to School time (display folders, book covers, bag tags), but everything else has stopped. There are still a lot of fans, but they are younger and have access to most information on the internet.

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  • 5 Carol // Mar 18, 2014 at 3:54 PM

    I haven’t found one young person who likes One Direction. Perhaps that’s why they don’t buy the products.

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  • 6 Matilda // Mar 23, 2014 at 2:17 PM

    As an employee and a one direction fan, i must say i do agree with Gregg’s comment. The magazines have gotten extremely repetitive. We found that directioner sold well at the beggining, as have other one direction products in the past – for example the Girlfriend Magazine collectors editions. But as the following issues roll around they begin to get extremely repetitive and dry, as do new magazines which attempt to cover similar things. With the merchandise, i would definitely say lack of sales is due to the fact it is SO outdated. The pictures are from years ago, and so do lack appeal. And as fans mature, they do like less of the merchandise aimed at 7-10 year olds. Sad to see ‘directioner’ go though. Such a young girl, such a good effort. I wish her the best for the future.

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  • 7 Steve // Mar 24, 2014 at 11:53 AM

    They mightn’t be selling anymore but the publishers are still pumping them out.I received 3 new 1D titles today Girl Pop presents 1D,Girl Time presents 1D and a WP series best year ever. The WP series looks like something an adult would buy as a gift to a tween but the other 2 I’m early returning.
    On the subject of too many titles in a category that doesn’t sell is everyone else drowning in cycling magazines? Mountain bikes,cycle touring,bicycle servicing,pro road racing,you name it I’ve received a ridiculous number of titles over the last 4 or so months.

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  • 8 Jay // May 22, 2014 at 12:47 PM

    S moves on. Now its “5 Seconds of Summer.” A generation, these days, is defined as 2 years. Jonas Brothers, Bieber and 1D all had their time.

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  • 9 Brendan // May 22, 2014 at 1:33 PM

    They’ve been flogged to death and are beyond resuscitation

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