Where’s The Great Leap Forward?
Red car, bikini-clad model, big fish, a fire in the fireplace; we’ve got to the point where we can say with some certainty what will be on the covers of our favourite magazines. Is the ferocious competition at the newsstands, asks David Hepworth, producing a generation of safety-first editors?
Source: InPublishing Magazine Jul/Aug 2011
The Ten Most Influential Made-in-Britain Magazines
A handful of new magazines might be launched in 2011. It's unlikely, writes David Hepworth, that any will be titles to write their names all over the times. These are timid days and it's difficult to imagine any new titles having the kind of impact that, say, Cosmopolitan or Loaded had at the time of their launches.
Source: InPublishing Magazine Mar/Apr 2011
Welcome to the Attention Economy
With all the distractions at people’s disposal now, how are magazines going to claim back some of the leisure time lost to pods, pads and phones? The first thing they must do, says David Hepworth is get noticed.
Source: InPublishing Magazine Nov/Dec 2010
If the iPad's the answer, what's the question again?
In our headlong rush to embrace eReaders in general, and the iPad in particular, are we in danger of getting ahead of ourselves? Are we ramping up our expectations too high and have we actually thought through the publishing strategy? In this period of iPad mania, David Hepworth sounds a note of caution.
Source: InPublishing Magazine May/Jun 2010
Back to the future - without the fluff
Do you remember the good times? Circs hitting 600k, advertisers queuing at the door, expense accounts, burgeoning staffs. Those were the days! The problem was that, in catering for the needs of marginal readers, we started to alienate our core. We lost focus. Now, says David Hepworth, magazine publishers need to go back to basics.
Source: InPublishing Magazine Nov/Dec 2009
Outlook for 2009: reinvention needed
There’s no point kidding ourselves that things will ever be the same again. Forget the recession; the media world has changed and magazine publishers need to have a root and branch rethink of their place in the media landscape. David Hepworth offers some pointers for the year ahead.
Source: InPublishing Magazine Jan/Feb 2009
The changing role of the editor
A lot is expected of today’s editor. In addition to having to fulfil all the traditional requirements of the job, they now need to be sure footed with new technologies; to be willing and able to interact with readers; to support the commercial teams by hobnobbing with advertisers and to be the public face of the brand on TV and radio. In short – they’ve got to be Superman. David Hepworth looks at the challenges facing the modern editor.
Source: InPublishing Magazine Sep/Oct 2008
What's a magazine for?
It’s a question which, just a few years ago, would have been unthinkable, but one which now keeps some of the sharpest minds in magazine publishing awake at night. Answers are needed if magazines are to have a bright future. David Hepworth goes in search.
Source: InCirculation Magazine Mar/Apr 2008
Launches are the lifeblood of the industry. Aren’t they? In a crowded media environment, a successful launch is harder to pull off than ever before. David Hepworth looks at recent launch activity and what it tells us about the challenges faced by magazine publishers.
Source: InCirculation Magazine Jul/Aug 2007
A Question of Frequency
The dawn of the information age, in general, and the rise of the celebrity weekly, in particular, have challenged many long held assumptions about magazine publishing and publishing frequency. David Hepworth looks at some of the challenges facing publishers today.
Source: InCirculation Magazine Jan/Feb 2007