Thursday, September 07, 2006

What is happening to Magazine circulation

I Read in Media Guardian that the once dominant title in the weekly women's market, Woman's Own's circulation has been hit by the rise of the new breed of women's titles such as Emap's Closer.

The IPC title had a circulation of 367,729 in the first half of this year, down 13.3% year on year and 150,000 down on 2002, when it sold 518,861 copies.

Market fragmentation in consumer publications has taken hold in a big way as consumers seek values in their reading closer to the values they espouse.

The principle of 'The Long Tail' extends well beyond the Internet and applies to print as much as to blogs.

In public relations we have benefited from the 'The Long Tail' forever. Now it is a force that has to be taken very seriously in all walks of life.