Article: More than 'Just a Magazine'
Extracts from Samir Husni’s article on the British magazine industry...
On every newsstand, I saw three divisions in the British magazine industry:
Premium Magazines (that lure readers by expensive covermounts): The most noticeable aspect of the Brit magazine industry was their use of covermounts. Over the past few years there has been a rise in the use of covermounts but this recent explosion is unmatched. Premium titles such as Glamour and Tatler have begun including gifts with almost each newsstand edition.
Newspaper Magazine Supplements
Covermounts aren't the only thing newspapers have gleaned from the magazine industry: many Brit newspapers are including magazines as well. Every major British paper has at least one supplemental magazine in their weekend edition. Each week The Sunday Times includes magazine supplements that cover style and culture as well as news and events in a more magazine style than the morning paper. These are full-fledged glossy magazines with in-depth features, few advertisements and great design.
(Magpie adds: Though, I don’t get Hindustan Times, but I assume HT weekend supplement called 'Brunch’ falls into this category)
All over the British newsstands you can find a weekly that fits your taste. From celebrities to sex to reality television, weeklies cover every topic you may have a compulsion toward. And this is made even more accessible with the low cost of many of these weeklies. With prices less than a pound and with so many choices the British newsstand is a very reader-friendly environment for weekly titles.
Husni ends by saying:
A “newspaper is no longer enough; a magazine is no longer enough; a television show is no longer enough; instead, the newspaper must take the reader from the newsprint to the internet, from the internet to the magazine, from the magazine to the television. Our media must never give a dead end to our readers. We must be constantly sending them to other vehicles where they can consume our product. Otherwise we will be irrelevant and out of touch with our audience”
For complete unedited article, read: “Welcome to the Publishing 360 World”