While last year publishers were bulking up paper and lowering grammage weight, this year everyone is getting into multi-packing. In a bid to increase circulation figures, a growing number of publishers are multi-packing magazines at discounted rates with other titles in their portfolio. For instance, back in January, The National Magazine Company was offering Esquire bundled in with She for £4.95.
While such tactics might sound desperate, the magazine sector's performance last year wasn't as gloomy as some people would have you believe. Despite the recession, publishers launched 250 new products last year - down by just one magazine compared to 2008. And recent research by the Periodical Publishers Association found that around 85% of UK adults continue to buy magazines.
Positive news?
So maybe things aren't as bad as people fear, but despite these chinks of light, many publishers continue to predict print's demise. It was a hotly debated subject at last month's Publishing Expo, where Tim Brooks, managing director of Guardian News and Media, predicted a future with far fewer newspapers and magazines than we enjoy today.
"If you look at the behaviour of my teenage children, they are screen based. Print they resort to last," he said.
While future generations may ultimately turn their back on the printed page, what's happening to paper purchasing in the current climate?
"Today, longer magazine runs printed sheetfed are being switched to ‘sheet from reel' presses where viable," according to Angela De Vorchik, operational marketing manager at Arjowiggins Graphic. But with more content going online, run lengths for print are getting shorter.
"During the past 12 months, we have seen increased use of digital printing for shorter run publications, as well as improved subscription and circulation management in order to reduce wastage, mostly achieved through improved
software," says De Vorchik. "Alongside this, the use of print management companies and reductions in format and
pagination continue to be prevalent as a result of reduced advertising spends."
Lower grammage papers remain popular, as are wood-free coated grades.
"Many publishers are switching towards mechanical weights," explains Martin Wheeler, inside sales team leader at Denmaur Independent Papers. In some areas, publishers are also choosing to source their paper direct. "Particular success areas are product catalogues for fashion or electrical equipment," he adds.
WHAT'S NEW IN MAGAZINE PAPER
• Future is launching a quarterly 132pp magazine called Comic Heroes in March. Priced at £7.99, the first issue will focus on the upcoming Iron Man 2 movie
• This month, Savkram Media plans to launch a new bi-monthly magazine called Recognise, aimed at wealthy people with an ethical, environmentally aware lifestyle. The 230x290mm, 160pp magazine is printed at Glasgow-based Print Resolution and includes a 60pp 194x248mm supplement
• In January, Cedar Communications launched a new quarterly magazine for British Airways to promote luxury holiday destinations to its business travellers. The Collection, which was printed by Artisan, was sent out to 60,000 executive club members and other customers. The launch issue was 16+4pp but the page count is likely to double for future issues
• The National Trust has revamped the design of its magazine. The new design for National Trust (circulation: 3.76m), includes a new colour palette and font. The width of the magazine has also been reduced
