Skip to: Navigation | Content | Footer

COMMENT

ABCs: the pluses

James Evelegh's editorial from today's edition of InPubWeekly.

James Evelegh

Posted on: 23 August 2018

 

Last week’s consumer ABC release was awash with minus signs; figures that were hard to be upbeat about even for publishers well versed in top-spinning their ABCs.

As with last time, maintaining market position or growing market share, as opposed to actually growing circulation, were the cling-to positions for many titles.

But, there were a few plus signs floating around…

Hats off to the children’s market where a number of titles (including Peppa Pig Bag o’ Fun and Disney’s Princess) posted strong increases, with both titles 100% actively purchased. This is a sector dominated by print, where anxious parents steer their little darlings away from the screen.

Further up the age spectrum, gardening titles (Garden Answers and the 100% actively purchased BBC Gardeners’ World) also saw increases, testament to strong brands and passionate readers.

The need to make sense of an increasingly perplexing world saw current affairs titles The Economist do well with the grownups and The Week Junior with wannabe grownups.

And dotted around other sectors were titles, where circulation numbers held steady, give or take the odd increase in frees and ‘all you can read’ digital copies. In today’s market, holding steady is not a bad place to be.

What links successful titles is … quality. They tend to be strong confident brands with distinctive identities and a clear and trusted editorial proposition. Readers know what they’re going to get and like it.

Conversely, the circulations of titles with a weak identity in sectors overflowing with lookalike titles are heading inexorably southwards. Launching me-too offerings might have made commercial sense ten years ago, but some of those titles are now looking rootless and vulnerable.

But, ever the optimist, I think that there is a positive message to take away from these ABCs: focus on quality and you won’t go far wrong.

About James Evelegh
(Details last updated: 21 March 2018)

James Evelegh is the editor of InPublishing. Previous roles have included circulation consultant, group circulation manager at Centaur Media and circulation manager at DMG Trinity.

Tel: 01322 865 984

Email: Send a message to this author

Website: www.inpublishing.co.uk

Twitter: @InPublishing

Coming soon - new commenting facility.

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

News

BSME Awards - shortlist

Posted on: 12 October 2018

Stylist launch new TV panel show

Posted on: 15 October 2018

Johnston Press up for sale

Posted on: 12 October 2018

Directorship changes at Future

Posted on: 16 October 2018

CIM appoints LID Publishing

Posted on: 9 October 2018

Claverley acquires Cubiquity

Posted on: 10 October 2018

Vogue appointments

Posted on: 17 October 2018

Articles

Room for growth

Ciar Byrne
Posted on: 25 September 2018

Child’s play

Meg Carter
Posted on: 25 September 2018

From copy boy to editor

Steve Dyson
Posted on: 25 September 2018

History lessons

James Evelegh
Posted on: 25 September 2018

Buggy brilliant

James Evelegh
Posted on: 11 October 2018

Health & fitness magazines

Alan Geere
Posted on: 25 September 2018

The Leisure Principle

Tim Robinson
Posted on: 25 September 2018

Mind the HIPPO

James Evelegh
Posted on: 3 October 2018

Off The Page

David Hepworth
Posted on: 25 September 2018

Fighting the good fight

Ray Snoddy
Posted on: 25 September 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 20/10/2018 05:58)

Editor's Pick of Recent News Stories

Posted on: 19 October 2018
Posted on: 17 October 2018
Posted on: 15 October 2018
Posted on: 12 October 2018
Posted on: 11 October 2018

Find out more about

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Publishing Partners Guide

Guide to paid-content