Australian Newsagency Blog

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Drop in magazine titles helps retailers better focus

Mark Fletcher
October 25th, 2019 · No Comments

At the Bauer Media Connections conference on the Gold Coast yesterday I was interested to see data shared by Ovato about the reduction in magazine titles being circulated over the last 3 years. I appreciated seeing the drop broken down by local / UK / US.

While there have been some magazine launches over the 3 years, the reality is we have less titles in circulation today compared to 3 years ago. This is a good thing in my view.

Shopper interest in special interest and more m mainstream titles is easily satisfied by the reduced range on offer today. Indeed, we could see a cut of, say, 25% in some segments without a negative impact on sales.

What often happens in a business with more titles in the same segment is a more diverse mix of titles sold rather than a desired increase in total revenue for the segment. Competing titles can cannibalise each other. Retailers do not benefit from this.

So, I am pleased to see this data from Ovato showing a net reduction in the range of titles available.

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Category: magazine distribution · magazines

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