Posts Tagged ‘new magazines’

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The Cost of Living with Magazines Has Definitely Gone Up…But Has the Cost of Living Without Them Become an Option for Some?

February 25, 2013

Receipt The receipt you see to the right is the actual amount that I spent at Wal-Mart on 18 different magazines: $145.61. That’s an average of $8 per magazine. For the typical American looking to buy two of their favorites a week, adding an extra $16 to your grocery bill can cause you to sit those two inedible objects right back on the newsstands.

And we wonder why newsstand sales are declining.

Let’s take a look at what I got for my money, why I chose the issues I did and which ones were worth the price. In no particular order:

Oxygen 15 Minute Workouts
1. Oxygen 15 Minute Workouts – a very specialized magazine that focuses on 15 minute workouts and affirms the validity of such abbreviated physical activities by asserting to be ‘Your no-excuses guide to getting fit fast.’ And while I’m sure there is a great deal of truth in that statement…the price to actually find that out is $9.99. A fitness magazine that costs $10? I was expecting to see Richard Simmons leap from between the pages when I opened it, and lead me in a ‘Sweating to the Oldies’ workout.

Men's Fitness
2. Men’s Fitness
– staying with the physical…the newsstand issue I bought at Wal-Mart is different from the subscriber’s issue. Different, in that it has an alternate cover and the paper the magazine is printed on is totally opposite, with the newsstand issue being much thicker and heavier than the subscriber’s copy. Why is that? Why are we not consistent between out subscribers and our single-copy sales as far as the quality of our product? Shouldn’t we be?

Rolling Stone Bob Dylan
3. Rolling Stone – Special Collectors Edition – Bob Dylan – And of course, the title says it all. Legendary Bob Dylan is on the cover holding a harmonica a hair’s breadth away from his mouth, in preparation to play; all the while staring back at you with that brooding, stony glare that he is known for. And for $11.99 you can count yourself among the lucky ones who own this collector’s copy. His top 100 greatest songs are ranked and listed here, with Bono selecting “Like a Rolling Stone” as number one. It’s an up close and personal look at the man and his music as only RollingStone can put together. Worth every penny!

NAIL IT
4. Nail It! – The premier issue of a magazine about nail trends – of the finger variety. A bi-monthly magazine devoted to the latest in nail polishes, decals, and tips. A must have for nail fashionistas everywhere. And for $5.99 you have to decide if it’s worthy or not. But it does prove niche publishing is vogue with the country, and in some cases profitable. It remains to be seen whether this one will be.

Chicken Dinners
5. Chicken Dinners
– from Better Homes and Gardens Special Interest Publications – an entire magazine devoted to chicken. Whether it’s fried, skillet-prepared, baked, or brined with maple, this magazine will give you the recipe for preparing it. And it’ll only cost you $9.99 to read. Of course, I would imagine searching the net for few hours one may find the same chicken content for free. However, as experience makers folks, it seems OK to charge $10 for a magazine that shows us how to cook chicken.

30-Minute Dinners
6. 30-Minute Dinners
– also from Better Homes and Gardens Special Interest Publications. Please refer to #5.Same rules apply.

Family Circle
7. Family Circle – for $1.99 you get the traditional Family Circle fare at a great price. Unlike the $2.79 cover price at Kroger.

Bonus 2 Magazines-one low priceLadies' Home back Bonus 2 Magazines-one low price
8. Family Circle + Ladies’ Home Journal
– a two-magazine baggie deal that is a tremendous opportunity for fans to get both magazines for the low price of $3.29.

HISTORICAL
9. Historical – the collector’s issue celebrating Black History Month – a vast array of information on many black leaders from yesterday and today. But for $7.99 an issue, you could probably get your history lesson a lot cheaper somewhere else.

FLEA MARKET STYLE
10. Flea Market Style
– A magazine that for $9.95 an issue will show you how to take rummage sale and junk sale items and turn them into usable, and in some cases, extraordinary novelties. Another niche publication for just that right audience; whether the price is right for those folks, will be up to them. I bought it because of an article about a home near by in Water Valley, Miss. produced by a former student of mine.

Recycled Style
11. Matthew Mead’s Recycled Style
– Another magazine where throwaways and no-longer used items are, this time, ‘recycled’ and used again. But to read the recycling revelations from the folks over at Oxmoor House, who bring you this magazine, you’re going to have to shell out $12.99.

Taylor Swift
12. Taylor Swift – Special Collector’s Edition – this magazine is just what the title indicates – a magazine devoted to country music sensation, Taylor Swift. And for $6.99 it can be in your collectible magazine stack today. But should it be at that price? Up to you. By the way the real name of the magazine, the smallest type on the cover, is Teen Party magazine.

SELF
13. Self – a whole new look from the inside/out, Self magazine has rejuvenated and redesigned. It’s fresh, crisp and only $3.99

VANITY FAIR
14. Vanity Fair
– Special Collector’s Edition – chock full of stylish information and a foldout cover that not only promotes the issue with content teasers as you unfold, but also shares space with a very imaginative Calvin Klein ad. And the magazine is almost 400 pages…all for only $4.99.

Cosmopolitan
15. Cosmopolitan – the March issue with the matured version of teen sensation Miley Cyrus. The magazine sells for $3.99 and my Wal-Mart issue has a $1 off coupon taped to the cover. Of course, only redeemable at Wal-Mart, but nobody’s perfect. By the way I did not use my coupon. I needed to keep it so I can show it to y’all.

TIME What to Eat NowTIME What to Eat Now
16. What to Eat Now – a niche effort from the good folks’ at TIME that has two different covers. One has a more vertical slant to it (no pun intended), the other a more horizontal. For folks who just can’t decide how they want to see vegetables and fruit displayed on a magazine cover. By the way, it’s 12.99.

Celebrate Weddings
17. Celebrate Weddings – a bridal magazine from Hoffman Media devoted to everything matrimonially trendy. Your impending nuptials can feel the effects of the suggestions between the pages for $9.99.

PreventionPrevention2
18. Prevention – two different covers promoting getting back into shape by walking. The cover lines are exactly the same, other than the colors, but the pictures are totally different, yet, almost the same, other than the poses. Why the need for two different covers? It is a question I will need to address in a future blog. But for now I am happy to spend $3.99 to get cover 2 of the magazine.

Eighteen magazines for $145.61 …I think it’s a good thing for the magazine industry that Mr. Magazine™ and his love for magazines exist.

Next stop Kroger… the ticket, $95.68. Tomorrow is another day! Indeed the cost of “magazine living” is on the rise.

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“Recoil” and “Highlights Hello” Top My List of Most Notable Launches of 2012: New Magazines Wrap-Up; Mr. Magazine™ Style

December 29, 2012

photoFrom American Frontiersman to the Zombie Nation (a magazine that was first published in May 2012 and re-issued its premier issue again in Dec. with a different on sale date), 2012 was the year for running the gamut on niche magazines. You could be a Modern Woman while admiring the Beautiful You, all with the flick of a page.

For those naysayers who are crying from the rooftops that print is dead, check out these facts:

There were a total of 870 new titles on the newsstands in 2012, with 242 of them publishing with a regular frequency. Not since 2007 have we seen numbers that impressive. In that illustrious year (2007) there were 715 total new magazines, with 248 publishing regularly.

The categories reflect the specificity that publishing today demands; from art to women’s interests, being a niche market was the bulls-eye to aim for. Success fairly oozed from the pointed hit almost each and every time. While the epicurean delights still ruled book-a-zine-land and special interests overall, lifestyles came in at a close second. To see new print titles exceed the numbers from 5 years ago only reinforces my mantra: You can’t keep good ink on paper down; at least, not for long.

My top 5 Most Notable Launches for 2012 could be described as eclectic and controversial as the year itself. But the criteria for a notable launch is based on so many different factors that have absolutely nothing to do with tragedy and horrific events from our world today, yet magazines can’t help being the mirror from which society’s reflections are made visual.

Take the year’s Most Notable Launch overall, there was a tie for 2012:
1. Recoil
2. Highlights Hello

These two magazines go from one end of the spectrum to the other. With Recoil, you have an artfully-done, gun-lifestyle magazine that is selling for as much as $125 an issue on e-bay. Unbelievable, you might say, nevertheless, very true. For the gun enthusiast, this magazine is the answer to a prayer and proudly promotes the Second Amendment without apology.

RecoilBlogControversy surrounds this publication today, in more ways than one, as Recoil’s editor, Jerry Tsai, resigned in Sept. 2012 after basically calling Recoil’s support for the Second Amendment rights into question. It was too late after Tsai said that MP7A1’s were unavailable to citizens and for good reason. No amount of retraction, or good intentions could fix it, so Tsai resigned.

Highlights Hello-Then you have the other end of the rainbow where bright colors and children’s laughter live: Highlights Hello magazine.
Highlights Hello received the Magazine Innovation Center’s inaugural award for Excellence at the 2012 ACT 3 Experience. Aimed at children aged 0-2, the magazine is filled with things very young children can grasp and grow with. It displays the hope we have for the future through our children.

3. Dujour
4. Howler
5. Cosmopolitan for Latinas

The last three are unique and engaging in their own right.

Dujour-716Dujour is a magazine that takes no prisoners and asks for no forgiveness. The upscale magazine targets an audience with a net worth of $5 million or more. That in and of itself, speaks volumes (no pun intended) and shows why it made the top five; for bravery alone, yes, but also because it’s a well put-together magazine that is a joy to read and to simply hold in your hand.

HOWLER-17Howler Magazine is a new magazine about soccer, but it’s so much more than that. It’s a completely independent project that promoted itself through social media and word-of-mouth and was publicly and crowd-funded. It’s an amazing endeavor that shows initiative and courage and is a pleasure to read. It’s built on the same principals as this country: if you can dream it and you work hard; you can do it.

COSMOPOLITAN FOR LATINAS-29Cosmopolitan for Latinas is a magazine which shows how important diversity and fragmentation are in our country today. We are a melting pot of ethnicities and this magazine takes one section of that pot and works it to good advantage. It is enlightening and ingenious and a welcomed addition to our industry.

So, as we reflect upon the year 2012, and on all its joys and excitements, let’s remember that magazines exist to provide our readers with an experience they’ll never forget. And I believe we can all agree 2012 has provided that and so much more.

To see every new magazine launched in 2012 please click here.

A copy of this post was published on CommPro.Biz on Dec. 28, 2012

Watch for the Mr. Magazine™ Manifesto 2013 in min: media industry newsletter Jan. 7, 2013 issue and later on this site.

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