Magazine Launches Up 21% in 2014

Samir Husni, the director of the Magazine Innovation Center at the University of Mississippi, counted 234 magazine launches in 2014 ‰ÛÓ up 21% from the 185 launched a year earlier. The one-​time book-​a-​zines and annuals added 621 titles, although the category is down by 32 titles from 2013. The 234 new titles that published at least quarterly, and the 621 specials launched in 2014 means readers saw 855 new titles on newsstands.

On the regional end of the magazine industry, 19 metro and regional titles launched in 2014, according to the article Magazines Boomed in 2014.

One noticeable trend, Husni said, is the move by pure digital companies to roll out traditional print magazines. The trend follows originally digital companies like Politico, DuJour and All Recipes, that launched print titles in 2013. Net-​a-​Porter launched Porter magazine with a February/​March 2014 issue, and Airbnb launched its own magazine, called Pineapple, in December 2014.

Most of the big publishers are not putting out many new titles. Instead, publishers like Time Inc. and CondÌ© Nast have been producing more one-​time specials.

The biggest category for new magazines is the so-​called special interest group, where 39 new launches with titles ranging from Raw Bike to CiderCraft.

Husni tagged Dr. Oz The Good Life, which debuted in February, as his Magazine of the Year.

‰ÛÏIt was the first magazine since O, the Oprah Magazine, in 2000 that had to go back on press for a second printing of its debut issue,‰Û he said.

The magazine is a joint venture between Hearst and Dr. Mehmet Oz, the heart surgeon/​talk show host. And there are plans to up the rate base to 800,000 in 2015, from its launch rate base of 450,000.

According to AudienceSCAN, 33.4% of U.S. adults said magazines about their hobbies or leisure interests are what they enjoy reading. 43.6% of these readers are men. 30% are single and divorced, and they are 139% more likely than average to be single readers. 30% have children younger than 9 living in their homes.

Almost 27% of magazine readers live in rural areas or small towns, AudienceSCAN reveals. The top 3 leisure interests of this group are: crafts/​scrapbooking, photography, fashion. So it only makes sense that this audience will gravitate to magazines about those interests.

For exercise, magazine readers enjoy: biking/​spinning, camping/​hiking and aerobics/​Pilates/​yoga. 51% are active voters. Nearly 22% of this audience plan to buy new living room furniture this year. And 23% will pay for a mani/​pedi in the next 12 months.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.