Magazine article Marketing

Celebrity Weeklies Lose Appeal

Magazine article Marketing

Celebrity Weeklies Lose Appeal

Article excerpt

The new breed of celebrity weeklies are set to reveal disappointing circulation figures in next month's ABCs, suggesting that consumers' seemingly insatiable desire for salacious celebrity gossip is starting to abate.

The figures, which cover the period July to December 2007, are expected to show falls of about 5% period on period and 10% year on year for Emap's Heat and Closer and IPC's Now. The decline at Heat comes despite a significant investment in above-the-line marketing for the magazine.

ACP-Natmag's Reveal is also understood to be down 8% period on period, while H Bauer's women's weekly Bella, which relaunched with a celebrity focus in 2007, is declining 30% year on year.

Paul Thomas, managing partner of MindShare, said there is an 'oversupply' of celebrity weeklies in the market, and many titles are using the same pictures. 'Clients invest a huge amount of cash in these magazines and they don't want their images tarnished by appearing next to risky content,' he added. …

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