Magazines are once again gathering audiences faster than television or newspapers especially among younger groups, according to the Association of Magazine Media. Magazines have a longer shelf life than newspapers, and they hold more specialized content to capture the reader’s attention.
“They do a very good job of inspiring your dreams,” said David Carey, chief of Hearst Magazines. Readers identify closely with their reading material, creating clearly identified, targetable markets. This is why publications are huge draws for advertisers.
In North America, more magazines were launched in 2011 than folded for the second year in a row, giving the publishing industry hope for growth in the next years.
Cross media branding doesn’t hurt either. New, successful magazines have been launched in tandem with already successful television programs such as Hearst’s Food Network and HGTV and the BBC’s Top Gear.
The future could hold even more promise as readers start to transition to digital versions of their favorite publications on their tablets. Just imagine interior design magazines in 3D as we look for our next bits of inspiration — a lot of digital publications are already using video to show us more design than ever before.
Barbara Schmidt, bstyle, inc., is a nationally recognized interior designer and author whose work is featured in numerous publications, social media and television.