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Indie Publishers: Can Niche Publications Survive the Economy?
By | April 19, 2009
It’s no secret that the 2008 economy was rough on the magazine industry.
Several big chain publications began shutting down titles with no real guarantee of making it in the end. Cottage Living, an At Time, Inc. publication folded, Conde Nast closed down Golf for Women and Men’s Vogue is now a twice-a-year supplement to Vogue rather than being sold as a stand-alone publication. As well, Hearst Magazines said goodbye to the Cosmo Girl, Quick & Simple and O at Home publications.
Why independent publications have it hard
If the big publications have it tough, the smaller, independent publications must really be feeling the heat. And in 2009, indie publications could have a much harder time making it.
“They’re going to have more difficulty than the multitude companies because they don’t have [the resources] to do all the integrated and added value programs for advertisers, and they don’t have as much ability to cut costs,” explained Martin Walker, a magazine consultant.
Times have changed
In more plentiful times, publishing chains or private-equity money could toss a lifeline to these struggling independent publications. But since the credit markets have tightened up, consumer magazine deals fell by 95 percent in dollar value and newspaper deals fell 93 percent according to reports.
No doubt that independent publications serving a narrowly focused audience need to work harder and smarter to be profitable at the same time be flexible, open for negotiation with print media buyers and “make it.” It’s doable, but the playing field has changed.
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