Lessons from the Past: What Four Iconic British Titles Can Teach the Magazine Industry

What is it about?

When I started to write Business Strategies for Magazine Publishing last year Time Inc. has just announced its InStyle UK magazine will shortly become a digital-only publication. Not surprising, because to me this is a classic case of market correction – currently there are too many lifestyle titles on the newsstands, plus essentially this is a fashion/shopping title so it makes sense that it would be stronger as an interactive digital title. Sustainability is a big issue so how do publishers avoid becoming another newsstand statistic? I am a great believer in learning from the past. From this perspective, my initial research for the book focussed on valuable lessons to be found in our publishing history – ones that just might help magazines become sustainable and profitable again. This paper will examine key lessons and feature four iconic publications – The Ladies Mercury, Vogue, The Lady and Private Eye. Perhaps the most fundamental lesson is getting the timing right. One of the earliest examples of poor timing is perhaps John Dunton and his pioneering title, The Ladies Mercury, published in 1693. It was the first women’s magazine with love as its editorial focus and a strategy to engage and seek contributions from readers. But it was ahead of its time. From each of the remaining three iconic brands more valuable insights can be drawn starting with the digital vs print debate. All three titles focus on their printed issue – a strategy which has not only worked in the past but continues to do so. Therefore, this paper will examine which key elements have been a significant factor in the titles’ longevity and sustainability, looking to identify reoccurring themes. For example, how have these magazines achieved financial stability in the face of digital disruption – and what constitutes strong content? Moreover, is an editor’s understanding of his or her audience the predominant factor here? Vogue, The Lady and Private Eye all have an army of loyal readers – albeit some larger than others. . .

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