Magazine article Marketing

Strong Branding Helps Women's Titles Survive

Magazine article Marketing

Strong Branding Helps Women's Titles Survive

Article excerpt

The 80s saw rapid growth among consumer magazines across a range of sectors including men's and women's general interest magazines, as well as photography, motoring and computing. Women's magazines is a sector that reflects the highly developed nature of the print market and the benefits that can accrue to advertisers. But the middle of a recession is not an easy time to pick out trends. With so many fluctuations caused by changing purchase habits and sporadic promotion nothing looks clear. Observers are also quick to lambast publishers for sales declines.

IPC, Bauer, Gruner and Jahr have all been raked over the coals when their weekly titles appear to flag or cost too much to support. But the fact is that for advertisers, the savage competition in women's weeklies has led to an overall expansion in the market and an improvement in the products. Publishers have footed the bill - not advertisers.

The 80s showed that bold innovation can pay. Hello!, for example, must be seen as one of the coups of the decade. Its latest sales figure is 453,000 per week. Its ad revenue was up 125% year-on-year despite the recession. Add to that its premium cover pricing (1) [pound] in a weekly market and its value is unquestionable - even if its choice of celebrities is.

The arrival of the Germans (Bauer and Gruner and Jahr) in 1986 also helped transform the market. Weekly titles Bella, Prima and Best seriously shook complacent market leader IPC and 90's arrival of Take a Break firmly stamped their personality on the market. …

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