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Magazine Specialization and Market Niches

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Magazine Specialization and Market Niches Successful magazines you never knew existed and more to come… Literacy as a Social Justice Issue More than 30 million adults in the United States cannot read, write, or do basic math above a third-grade level. 10x higher H.S. drop out rate Only 30% of American Adults have a College degree. Lower income lifetime Lower-quality jobs Unemployment: The unemployment rate is 2–4 times higher for those with low or no literacy Reduced access to lifelong learning and professional development Intergenerational transmission of illiteracy Paid Circulation of Daily Newspapers in the United States from 1985 to 2017 Paid circulation of daily newspapers in the U.S. 1985-2017 67,760.2 62,760.2 57,760.2 52,760.2 47,760.2 42,760.2 Circulation in thousandsin Circulation 37,760.2 32,760.2 27,760.2 '85 '86 '87 '88 '89 '90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '11 '12 '13 '14 '15 '16 '17 3 Year Source(s): Pew Research Center; Editor & Publisher; AAM; Daily Time Spent Reading Newspapers per capita in the United States from 2010 to 2018 (in minutes) U.S. media use: time spent reading newspapers 2010-2018 26.7 25 24.7 23 22.7 21 21 20.7 19 18.7 17 Time in minutesTime 16.7 15 14.7 14 12.7 12 10.7 2010 2011 2012 2013 2014 2015 2016* 2017* 2018* Source(s): Zenith; Various sources (Media Dynamics); 6 Leading daily newspapers in the United States as of September 2017, by circulation Leading newspapers in the U.S. 2017, by circulation 1400000 1,180,460 1200000 1000000 800000 597,955 600000 438,015 433,114 431,076 Average circulationAverage 400000 313,156 319,802 264,479 240,237 240,216 200000 0 The Wall The New Chicago New York Los Angeles The Newsday Star Tribune New York Tampa Bay Street York Times Tribune Post Times Washington Daily News Times Journal Post Note: United States; as of September 2017; excluding commuter papers Number of Magazine readers in U.S. 2012 to 2017 (in millions) Number of magazine readers in the U.S. 2012-2017 227.3 225.2 Steady Growth 225.3 Why? Reasons? 223.3 221.9 221.3 • Tactile/Tangible 219.3 • Focused interest 217.3 216.5 • Escape 215.7 • “Quiet” 215.3 214.1 Number of readers in millionsin readers Numberof • Perspective amidst Digital 213.3 210.7 Craziness 211.3 209.3 2012 2013 2014 2015 2016 2017 Note: United States; 2012 to 2017; 18 years and older; measured magazine titles excluding Sunday magazine and newspapers Further information regarding this statistic can be found on page 8. Source(s): GfK; ID 207850 7 Daily Time Tpent Reading Magazines-U.S. 2010 to 2018 (in minutes) U.S.30 media use: time spent reading magazines 2010-2018 25 24 23 22 21 20 19 18 17 16 15 15 Time in minutesTime 10 5 3 0 2010 2011 2012 2013 2014 2015 2016* 2017* 2018* • – – – – – • – • – • • • • • • • • • • Mobile visitors to websites of select U.S. magazines brands in December 2018 (in millions) Magazines with largest mobile audience in the U.S. 2018 Number of unique visitors in millions 0 10 20 30 40 50 60 ESPN The Magazine 51.75 Allrecipes 45.87 People 43.34 New York Magazine 26.16 Cosmopolitan 20.48 Taste of Home 18.35 Country Living 16.2 Good Housekeeping 15.62 Us Weekly 14.97 The Atlantic 14.73 Note: United States; December 2018; 18 years and older; iOS and Android Source(s): MPA; comScore; 2 People NatGeo • – • – • – • – • – Successful Niche Magazines That You Might Not Know Existed… The Impact of Specialization 1980 and 2009 Modern Farmer Urban-to-farm movement Founded 2013 Urban-to-farm movement Ann Marie Gardner, the founding editor HQ= Hudson, NY. goatcam Originating Concept: conflict between old and “new” farmers in the U.S.; Rethinking American Farming, Food, and Agriculture. Partner with VICE for video Owner: Frank Giustra a Canadian mining mogul (Lions Gate Ent.) National Magazine Award 2014 100,000 circulation 800,000 page views "goatcam“= 60,000 pageviews Owner wants to cut print edition 2018 Editor Sarah Gray Miller leaves along with 3 other editors Good Magazine Live Well Do Good Globally Founded 2006-quarterly Ben Goldhirsh, son of Inc. magazine founder Bernie Goldhirsh. GOOD Corps is a social impact consultancy, specializing in developing initiatives and powerful calls to action. 844 percent growth throughout 2015. GOOD's business strategy -donating its magazine subscription fees entirely to charities. Concept: unconventional and NEW approach to more ethical forms of business. Corporate responsibilities to do more GOOD. National Magazine Award 2017 10m views in 2015 Critique: Vanity Project of wealthy kids? "create and sustain a sense of national urgency about the U.S. criminal The Marshall Project justice system." Nonprofit Journalism About Criminal Justice Founded 2014- by former hedge fund manager Neil Barsky and former New York Times executive editor Bill Keller. Concept: 2 million Americans are imprisoned. More than any developed country on earth. Thurgood Marshall--civil rights activist, NAACP attorney, and first African-American justice of the U.S. Supreme Court. $Funded by donations and grants from foundations and individuals: Barsky, Ford Foundation, MacArthur Foundation "Life Inside“ Weekly feature where people who work or live in the criminal justice system tell their stories in first-person essays. WE ARE WITNESS (Multi-media Documentary) Until October 2018, Life Inside was co-published with VICE. Staff of 37 5 of whom are currently incarcerated. 2016 Pulitzer Prize National Magazine Award 2017 Peabody Award 2017 POY Photographer of the year 2018 Simply put, bikepacking is the synthesis of mountain biking and minimalist camping. It evokes the freedom of multi-day BikePacking backcountry hiking, but with the range and thrill of riding a mountain bike. It’s about exploring places less traveled, both near and far. Ride, eat, sleep, repeat, enjoy! Mountain biking + Minimalist Camping Founded 2012 Edited by Logan Watts and Virginia Krabill Web with new print journal 01 Mission and Concept: To inspire people to explore the far corners of the Earth by bicycle, through original coverage of a variety of routes, stories, gear, news, and events that help the bikepacking community thrive. And to do so in a responsible fashion. Read more here. #LeaveNoTrace Reader Supported + Rad bike companies Rolling Stone Magazine Rock Music Culture Founded 1967- Founding Editors: Jann and Jane Wenner + Ralph Gleason, Music Critic Concept: Celebrating Rock Music and Youth Culture published by Jann Wenner Parent: Penske Media, Los Angeles: Variety, Rolling Stone, Women’s Wear Daily, Deadline Hollywood, BGR, HQ#1 San FranciscoHQ#2 NYC 22 International Editions Circulation = ~700,000 Exam#1 AVG. ~80.5 High: 97% Low…. Pretty low POWER Q: #10 Cinematic Change Slumdog Roma Problem areas: Q#1: Gerbner, Lazarsfeld, Wojcicki Qs#2-5 Comparisons/Contrasts Q#6: Q#9: Timeline Q#11+: Matching .
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