Downturn drives magazine launch uplift
07 April 2010 : Industry News
Independent Magazine Publisher's editor, Jon Barrett, takes up the story: "Publishing Expo offered the opportunity to delve deep into the heart of the magazine publishing community and explore the current and future plans of decision makers. Spontaneous conversations with visitors started as the doors opened and continued throughout both days".
What separated this show from previous events was the focus on launches. Following 12-months of falling advertising revenue, reducing page counts and even closures, a new breed of publisher is emerging that can see opportunities beyond the current uncertainty.
Conversations fell into three categories. Firstly, many publishers have surfaced from the downturn in good shape thanks to their focus on efficient, well managed publishing processes. These companies are capitalising on this strength to take market share from weakened competitors or replicate their successful publishing model in new sectors.
Secondly, we spoke to a new group of young, entrepreneurial publishing professionals who, in a more buoyant market, would have likely been lured into a different industry. The downturn has driven them to explore different opportunities and they are oozing with the energy, enthusiasm and willingness to direct their education and passion to a magazine launch.
Technology was the third launch trend. Here, fresh publishing teams, unencumbered by legacy publishing processes, are launching new titles designed to embrace new media technologies. Starting with a blank canvas, these companies are writing business plans what will look alien to traditional publishers. Time will be the judge of their success.
Over coming months, Independent Magazine Publisher will be researching publishers regarding their launch plans.
