Publishing Research Quarterly https://doi.org/10.1007/s12109-018-9592-1

How Niche Magazines Survive and Thrive Through an Industry in Turmoil Kevin M. Baker1

© Springer Science+Business Media, LLC, part of Springer Nature 2018

Abstract In recent years, many general-interest magazine publishers have had problems maintaining stability. What can these publications learn from smaller, niche titles  that have  remained successful through the same industry changes? This paper will examine three major strengths for niche magazines that general-interest magazine publishers lack: their reader devotion, their careful approaches to digitalization, and their use of paid digital content. These strengths are analyzed in three case studies from different sub-genres of niche publishing: a city magazine, a luxury product magazine, and a hobby magazine. This paper offers practical suggestions generalinterest magazines can implement. Looking at the successful practices suggests the potential to address industry-wide problems and to potentially yield more stable magazine publishing environments. Keywords  Niche magazines · Special-interest magazines · Audience devotion · Digitalization · Subscription models

Introduction: Turmoil and Stability When asked, most magazine industry professionals will say the same thing: “The magazine industry is going downhill,” or “the business is in turmoil.” There are several reasons for this. These are true statements for some magazines, but they are much too broad. In fact, while larger consumer magazines are struggling to maintain their stability, smaller niche magazines seem to be doing well and, in some cases, making money. There is no denying that the magazine industry has changed over the past few years, and it has caused problems for even some of the most prominent titles. However, niche magazines have been able to maintain relative success, despite these problems for the magazine industry.

* Kevin M. Baker [email protected] 1



2800 Deer Leap Lane, York, PA 17403, USA

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There is no single cause that explains why niche magazines have succeeded. Rather, it is because of the specific changes that have occurred in the industry in relation to the inherent characteristics of small magazines that allow them to achieve this stability. Catering to a narrow market gives them a devoted readership that is often willing to pay for more complex subscription models. This means niche magazines can create more layered subscription models where readers pay for more platforms individually. Additionally, because of their small size, they approach digitalization in a different way than larger, general-interest magazines. Components like these, when looked at together, create a more complete understanding of how niche magazines have managed to sustain a relatively stable environment during the turbulence of the current magazine publishing industry.

Context of Digitalization, Free Content, Digital Subscriptions, and Audience General‑Interest Magazines Many of the current problems in general-interest or consumer magazines come from their past choices with digitalization and free content. With digitalization, there are several changes that caused problems for magazine publishers, with which they are still struggling. The largest is a decrease in digital circulation. In 2016, there was a distinct decline in digital circulation numbers in proportion to overall paid circulation, making it likely that the highest digital circulation numbers were in 2015 [1]. According to writer Baird Davis, should the decrease continue at its current rate, digital circulation would be less than half of the prediction that many publishers expected to have [1]. In addition to digital circulation difficulties, titles also give away free content. There is definitely a most common type of this content, even still: digital access to articles. The general-interest magazines jumped into this trend as it was beginning, since they had the resources—mostly monetary—to do so [2]. A good description of this process comes from an interview with Denolyn Carroll, formerly of Time, Inc. and currently of Essence Communications Inc. She said, “Giving away free content was initially a ‘calculated’ risk at drawing more readers to print editions/creating a new platform that would provide additional readership or footprints” [3]. Eventually, giving this content away just led to readers becoming accustomed to free access for magazine content, which makes it more difficult to maintain paid subscriptions [2]. This idea is seconded by Bette Rockmore, formerly of Meredith Corporation and American Media, and currently of Sirius XM Radio Inc. In an interview she discussed how consumers might not want to go through paywalls or digital subscriptions when similar content is available for free [4]. Logically, if a consumer can get the same content that they want for free, then there is little incentive to keep paying. For consumer magazines, giving away free content may seem like a good idea, and it may even help bolster overall circulation numbers. Overall, though, it has the potential to negatively impact the title’s relationship with both readers and advertisers.

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Davis published some very interesting data that reflects on audiences, too. For general-interest magazines, there is an increased difference in single copy and subscription sales [1]. What this means is that the single copy numbers are getting closer to the subscription numbers. In fact, for the top consumer publishers—including Hearst, Meredith, and Condé Nast—the first half of 2016 yielded a relatively slight difference, with single copy being only 12 percent lower than subscription [1]. This means more and more readers are buying their copy of the magazines individually, and they are not necessarily reading every issue of the magazine as it comes out. From a financial perspective, this additional newsstand revenue is actually positive, as single copy sales generally cost more than a subscription would for each issue. However, for the stability of the magazine, it indicates that the readership is not as devoted to the magazine because they are not interested in every issue. This has much to do with the nature of a consumer magazine, as the generality will not always appeal to the same people twice. If these titles could find a way to appeal to their readers more consistently, though, it could only increase the stability and success of the magazine. Niche Magazines Unlike general-interest magazines, niche magazines were much slower to follow the trends of digitalization. This slower pace could be attributed to a lack of resources, “primarily for financial reasons” [2]. Logically speaking, of course, smaller publishers and publications do not have the same resources as the top consumer magazine publishers. It makes sense, therefore, that it took niche publishers a little longer to be able to dive into digitalization. At the time, not being able keep up with the trends in real-time may have seemed like a problem. However, the time lag between generalinterest digitalization and niche digitalization allowed the smaller publishers to realize that giving away too much free content would only hurt their sales numbers. The nature of their magazines would have made them less equipped to handle the drawbacks of free digital content. However, that same nature also provides readers with content they really want. Looking at this time lag with trends, Carroll pointed out, “[a]s the survival rate of niche magazines over consumer publications shows, there is something to be said for spending more time focusing on quality content rather than trending out” [3]. It is precisely because of this valued content that niche magazines have been able to find success with digital subscriptions [2]. When a magazine had never given away free content digitally, it is easier for them to simply start with a digital subscription. So, due to the exact nature of the niche titles, many of these magazines have been able to find success with subscriptions being required for at least some, if not all, digital content. The same audience that buys those digital subscriptions will be fairly devoted to receiving that magazine. Carroll very succinctly said, “[a] focus on a small, loyal (and often influential) audience is the ticket” [3]. Another way of looking at this is that magazines establish such high credibility in their market that readers almost need to come to that source. During her interview, Rockmore heavily emphasized

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the power and importance of this credibility. She asserted that the magazines should not only market themselves as experts, but they should also “[be] able to pronounce their credibility to the audience they are talking to” [4]. Whichever way a publisher chooses to look at it, valuing their content is an important way of creating devotion from their readers. As a result of this devotion, readers are keeping the circulation and sales numbers higher for niche titles.

City Magazine: Baltimore Magazine Baltimore Magazine is the oldest American magazine of its type. The magazine’s mission captures the essence of what a city or regional magazine should do. It says, “[Baltimore Magazine is] the longest standing city regional publication in America. Baltimore Magazine is a monthly lifestyle publication and the undisputed authority on living and enjoying Baltimore and the surrounding region since 1907” [5]. It is a solid example of a successful city or regional magazine. Readership Demographics At Baltimore Magazine, they describe their readers as “luxury-charged, well-educated and sophisticated; entrepreneurial and self-determined; they are successful and enjoy the fruits of their efforts” [5]. In their 2017 media kit, there is significant detail about their readers’ lives, starting with gender, marital status, and age [5]. One of the more important pieces of readership demographic information for the purposes of evaluating the success of the magazine in this paper is household income. For Baltimore Magazine, their average reader’s household income is $299,000 [5]. Their media kit also includes data on net worth, home value, shopping habits, eating habits, and other spending habits [5]. The financial and spending demographics are important because Baltimore Magazine has a readership that will be able to pay for the specialized content they can only get through this specific magazine. In other words, a higher subscription or newsstand price will not deter the majority of their readers from buying the magazine. Platforms and Digitalization The way a magazine creates and sustains their digital presence is very important, especially for niche magazines, as many of them have additional ways of making money from the digital content separately from their print content. In the case of Baltimore Magazine, they make money through the purchase of digital editions of the magazine, as well as digital-only advertisements [6]. So, for the magazine, the number of platforms and the platforms themselves are important to the overall success and stability of the brand. Baltimore Magazine has digital content on many platforms. They have a total of eight different digital outlets for the brand: a website with tablet and smartphone compatibility, a digital edition of the magazine, a digital newsletter, and social

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media profiles (Facebook, Twitter, Pinterest, Instagram, and Google+) [5, 7]. Having so many different platforms and ways of accessing digital content allows more readers who may be interested in the content to conveniently bring it into their lives in the ways they prefer. Subscription Models and Numbers Subscriptions and newsstand sales are where magazines make the money related to their editorial—in other words, their non-advertising income. This is where that devoted readership comes into play. If the magazine’s readers are more devoted to the content from that specific title, they will subscribe and continue to pay for it. Baltimore Magazine’s subscriptions are set up in a fairly standard way. There is a basic subscription for the print edition, which is charged by 1, 2, and 3-year increments [8]. In addition to the print subscriptions, Baltimore Magazine also offers a digital subscription for access to the digital editions of the magazine. This subscription is offered by month in single-issue, three-issue, six-issue, and twelve-issue increments[7]. All other website content and social media content—including posts, articles, videos, and more—are available for free. To show the success of these models, it is necessary to look at the readership and subscription numbers. For the full magazine, both print and digital editions, the paid monthly circulation, excluding pass-along readers, is 50,012, and its overall readership numbers are over 300,000 [5]. Considering the fact that Baltimore Magazine is for a city-centered audience, not a national or international audience, these are good subscription numbers. It shows a fairly successful model for both the subscriptions and the digital platforms.

Luxury Product Magazine: Wine Enthusiast Representing the luxury product types of niche magazines is Wine Enthusiast, a popular magazine founded in 1988 for those consumers and collectors interested in wine and accompanying products [9]. According to their media kit, Wine Enthusiast’s mission is as follows, “Demystifying wine without dumbing it down, and tapping into current trends of spirits, travel, entertaining and art through a savvy wine lovers’ lens, Wine Enthusiast is the modern tome of popular wine culture […]” [10]. Readership Demographics Wine Enthusiast has a very specific group of readers. As with Baltimore Magazine, the media kit for Wine Enthusiast also lays out information about their readers’ lives like age and gender [10]. For the purpose of evaluating this readership in relation to the luxury product magazine they subscribe to, one important piece of demographic information is household income. According to their media kit, the average household income for Wine Enthusiast readers is $109,856 [10]. This could mean that not only will they be able to pay for luxury products like fine wines, but they will also

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be able to pay for increased subscription prices or multiple platform subscriptions for Wine Enthusiast. Platforms and Digitalization The unique digital content distribution channels at Wine Enthusiast allows for additional income from some strictly digital sources. Some of these sources include digital-only subscriptions, as well as digital advertisements. Wine Enthusiast has a total of nine different platforms for media distribution: the print magazine, a digital version of the magazine, a newsletter, their website, marketing events, and four social media platforms (Facebook, Twitter, Pinterest, and Instagram) [9, 10]. The interesting note is that access to the digital edition of the magazine is available through four different hosting platforms: iTunes, Google Play, Zinio, and Texture [11]. These will be further discussed in the subscription models portion of the case study. Subscription Models and Numbers Keeping readers who will pay for subscriptions creates a steady income for the magazine’s editorial and the magazine as a whole. In the case of Wine Enthusiast, they are increasing this income exponentially by offering a total of five different possible paid subscriptions to get the full editions of Wine Enthusiast: a print subscription and digital subscriptions through iTunes, Google Play, Zinio, or Texture. Aside from the Texture subscription option, Wine Enthusiast’s subscriptions are set up in a fairly consistent way. All three of the remaining third-party digital platforms are available as annual subscriptions, a monthly or single back-issue sale, or as a single-copy sale of the current issue [12–14]. For print subscriptions, there are three options all offered directly through the Wine Enthusiast publisher. The options are for 1, 2, and 3 years [15]. Interestingly, Wine Enthusiast does not offer any combined subscription for print and digital editions of the magazine. The readers must purchase each separately. All other digital content, including the website and the newsletter, is free. These subscription models are fairly successful. According to the media kit, Wine Enthusiast, including all outlets, reaches over 2.6 million people, and their rate base for the magazine is over 940,000. Their media kit reported that there are a total of 180,078 paid subscriptions to Wine Enthusiast [10]. These are very high subscription numbers, especially for a niche magazine. Wine Enthusiast has made these successful digital subscription models, which compose the majority of their subscriptions, and also successful print circulation for the remainder of the subscribers.

Hobby Magazine: Woodworker’s Journal To illustrate niche magazine stability in the hobby sub-genre, the bimonthly publication Woodworker’s Journal is a solid example [16]. They describe their mission by saying, “For over 40 years, Woodworker’s Journal magazine has chronicled the

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development of new woodworking tools, techniques and materials[…] to inform, inspire and motivate our readers to continue developing their skills” [16]. Because of the magazine’s dedication to the craft of woodworking, they have established themselves as an authority on the topic, possibly even more so than other woodworking magazines. Readership Demographics In the case of Woodworker’s Journal, reader demographics demonstrate the devotion of their readership to the magazine and the hobby that comprises its content. Some general demographic information like age, gender, and marital status is available in their media kit [17]. When it comes to their readers, Woodworker’s Journal describes the large majority as “intermediate to expert woodworkers,” which shows how much the readers care about the type of content [17]. Other woodworkingrelated demographics include the prevalence of readers’ workshops and also the time and money spent by readers on their woodworking [17]. Additionally, in the case of Woodworker’s Journal, their readers have an average income of $85,000 [17]. What this means for Woodworker’s Journal is that they have a readership that is willing to pay more for multiple subscriptions and content they really care about. Platforms and Digitalization The financial benefits and income for Woodworker’s Journal comes from the same places as the other two titles: digital advertising and digital subscriptions [16, 18]. There is a significant number of different platforms for content distribution at Woodworker’s Journal. The nine platforms are: print editions of the magazine, digital editions of the magazine, a digital newsletter, a website, and five social media platforms (Facebook, Twitter, Pinterest, YouTube, and Instagram) [16]. This wide variety of digital platforms means that more readers and consumers can access information from Woodworker’s Journal in the way that they prefer the most. Subscription Models and Numbers Woodworker’s Journal has a slightly different subscription model from Baltimore Magazine or Wine Enthusiast. The most notable difference is that their print subscription comes with access to digital content, unlike the other two magazines. The print subscription is only available in single-year increments [18]. However, there is also a digital-only subscription option, and it uses Zinio as a third-party digital distributor, like Wine Enthusiast [19]. With either subscription, digital access to current and all past issues is included. To evaluate these models, it is important to look at the subscription and circulation numbers. The print magazine rate base is over 119,000 copies, which might yield an even higher number of readers with pass-along rates [20]. Their digital circulation numbers are also high. For example, their digital newsletter has over 210,000 subscribers [20]. Additionally, the average number of years a reader

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subscribes to the magazine is 5 years [20]. These numbers indicate that the subscription models set up by the publishers of Woodworker’s Journal are both stable and successful, which would generate a stable and steady income for the magazine.

Conclusions: Stability of Niche Magazines and Implications for the Industry as a Whole What Case Studies Say About the Success of Niche Baltimore Magazine, Wine Enthusiast, and Woodworker’s Journal are all excellent examples of niche magazines as special-interest titles with smaller circulations or small publishers. All three illustrate how devoted readers, multiple subscription models, and digitalization efforts have allowed them to maintain success and stability while larger magazines could not. Each of the sub-genres of niche publications represented by one of the magazines show a particular component’s strength more clearly. Baltimore Magazine, representing the city and regional sub-genre, is likely the strongest example of a successful approach to digitalization using various platforms. They have successfully managed eight different platforms, and their approach to digitalization is incredibly strong [5]. Wine Enthusiast, representing the luxury product sub-genre, is probably the strongest example of successful subscription models, both print and digital. They have achieved a layered subscription model for different platforms while maintaining a relatively high rate base and total circulation [10]. In other words, their readers pay two subscription fees. The proof that Wine Enthusiast has made this successful is in their 2.6 million consumers [10]. Finally, representing the craft and hobby sub-genre, Woodworker’s Journal might be the strongest example of readership devotion. Due to the dedication that their readers have for the craft of woodworking, they are equally as dedicated to the magazine that has set itself as the authority on the topic. All three magazines, and all three sub-genres, are strong in their audience devotion, digitalization efforts, and subscription models. However, by looking at these examples in detail, one by one, it is possible to examine the most successful components of each of them. Learning how these niche titles make these areas successful might be key to helping other types of magazines achieve the same goals. Possible Applications of Niche Practices It seems that if these niche magazines can and have taken very specific steps to maintain their stability and success, then other general-interest magazine publishers should be able to apply those same steps to their titles. However, as Bette Rockmore pointed out in her interview, the scope of the general-interest magazine industry is too wide to make direct applications of niche practices, as it is dependent upon the market of each individual magazine [4]. So, if any practices can successfully be applied to general-interest magazine publishers, they might need to be altered

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and modified to fit each specific title. For titles not turning a successful profit, it is important to look at each of the three components that niche magazines use to maintain stability: audience devotion, digitalization, and digital subscriptions. On the possibility of forging a stronger relationship with and devotion from their audiences, Denolyn Carroll was not sure it was still possible for general-interest magazines, as she pointed out the modern audience’s reliance on multiple, free, digital sources for information [3]. However, general-interest titles could also rely on Rockmore’s point about magazines positioning themselves as credible authorities in their respective markets [4]. If a magazine could manage to position its credibility as substantial enough, they could potentially draw in readers in much the same was as Woodworker’s Journal has. On the point of digitalization, niche titles had to wait longer, giving them enough time to see the drawbacks of it, due to their resources [2]. As Carroll explained, though, “There has always been an inherent obligation… for general-interest titles to stay ahead of the game for fear of being consumed by the ubiquitous competition. Playing it safe was never an option” [3]. Unfortunately, this point becomes stronger as the competition between magazines within the same market increases. However, there does seem to be hope in applying the digital subscription ideas successfully put into place in niche titles. As Rockmore explained, it would not make sense for readers to start paying for the same content that they can and have gotten for free [4]. In a follow-up interview with Rockmore from April 2018, though, she discussed how in the early months of 2018, some general-interest publishers are actually trying to incorporate some components of digital subscriptions by calling them “memberships” [21]. She explained that these are not simply digital subscriptions. Rather, they are sometimes bundled with existing subscriptions so that some digital content can only be accessed by paying consumers [21]. By taking similar steps as these publishers, it is possible for consumers to start paying for access to digital content from general-interest magazines. Benefits of Understanding How Niche Magazines Maintain Success Imagine what might happen to the problems and turmoil that industry professionals see in magazine publishing if they could learn from the successes of niche magazines. It would be, at times, very difficult to implement any of the niche practices that have led to success, though. It might mean that the publisher spends more money on the title or maybe loses some of their rate base. Even if the publishers did not want to make some of the larger changes, simply informing themselves with the knowledge and understanding of how niche magazines have maintained stability and success could be enough to increase their magazines’ stability and success. As many experts in the industry—including Carroll, Rockmore, Haughney, and Davis—have outlined, some of the biggest problems in general-interest magazine publishing are in the same areas that niche titles have found strength: audience devotion, digitalization and platforms, and digital subscription models. However, there is hope for magazine publishers to help minimize these problems. The key lies in

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understanding why this different, niche genre of magazine publishing has been able to maintain stability and even success.

References 1. Davis, B. Circulation difficulties jeopardizing the future of consumer magazines. Folio Mag Mag Manag. 2016;45(5):15–18 (Business Source Premier). 2. Haughney, C. Loyal Subscribers Keep Hobby Magazines Afloat. New York Times, December 27, 2013, http://www.nytim​es.com/2013/12/28/busin​ess/media​/loyal​-subsc​riber​s-keep-hobby​-magaz​ ines-afloa​t.html. 3. Carroll, D. Editorial Operations Director, Essence Communications Inc. Digital Interview via E-mail with Kevin M. Baker. December 2017. 4. Rockmore, Bette, Past Senior Vice President of Advertising and Sponsor Sales, Sirius XM Radio Inc., Interpersonal Interview via Telephone with Kevin M. Baker, December 14, 2017. 5. Baltimore Magazine, Baltimore Magazine Media Kit 2017, Baltimore: Rosebud Entertainment, LLC., 2017, http://www.balti​morem​agazi​ne.com/asset​s/pdf/17Med​iaKit​_AllIn​One_email​_norat​ es_07121​7.pdf. 6. Baltimore Magazine. Issue Archive, Rosebud Entertainment, Updated December 2017, http://www. balti​morem​agazi​ne.com/archi​ves; Baltimore Magazine, Baltimore Magazine Media Kit 2017. 7. Magzter, Baltimore Magazine—Get Your Digital Subscription, Magzter, Inc., Updated November 2017, https​://www.magzt​er.com/US/Roseb​ud-Enter​tainm​ent-L.L.C./Balti​more-magaz​ine/Lifes​tyle. 8. Baltimore Magazine. New Order, Rosebud Entertainment, Updated 2017, https​://bal.pcdfu​sion.com/ pcd/Order​?iKey=I**CSO. 9. Wine Enthusiast, About Us|Wine Enthusiast Magazine. Wine Enthusiast Magazine, Updated 2018, https​://www.winem​ag.com/about​-us. 10. Wine Enthusiast, Wine Enthusiast Media Kit 2017. New York: Wine Enthusiast Media, 2017. http:// www.winem​ag.com/wp-conte​nt/uploa​ds/2016/10/W. 11. Wine Enthusiast, Subscribe: Digital|Wine Enthusiast Magazine, Wine Enthusiast Magazine, Updated 2018, https​://www.winem​ag.com/subsc​ribe-digit​al. 12. Zinio, Wine Enthusiast Magazine—Online Magazine, Zinio, LLC, Updated April 2018, https​:// www.zinio​.com/publi​sher/wine-enthu​siast​-magaz​ine-m8143​#. 13. Google Play. Wine Enthusiast Magazine—Newsstand on Google Play, Google, Updated April 2018, https​://play.googl​e.com/store​/newss​tand/detai​ls/Wine_Enthu​siast​_Magaz​ine?id  =  CAowo​9VR. 14. iTunes. Wine Enthusiast Magazine on the App Store, Apple, Inc., Updated 2018, https​://itune​s.apple​ .com/us/app/wine-enthu​siast​-magaz​ine/id633​45227​7?mt  =  8&ign-mpt  =  uo%3D4 . 15. Wine Enthusiast. “Wine Enthusiast Magazine | Subscriptions.” Wine Enthusiast Magazine. Updated 2017, https​://wne.pcdfu​sion.com/pcd/Order​?iKey=I**WB7. 16. Woodworker’s Journal, Who is WJ? Woodworker’s Journal, Updated March 16, 2018, http://www. woodw​orker​sjour​nal.com/adver​tisem​ents/adver​tisin​g-infor​matio​n. 17. Woodworker’s Journal, Demographics, Woodworker’s Journal, Updated March 16, 2018, http:// www.woodw​orker​sjour​nal.com/adver​tisem​ents/reade​r-profi​le. 18. Woodworker’s Journal, Subscribe Now, Woodworker’s Journal, Updated 2018, https​://subsc​ribe. woodw​orker​sjour​nal.com/pubs/RK/WWJ/Print​_I7H10​4.jsp?cds_page_id  =  22047​3&cds_mag_ code = WWJ&id = 15213​95969​123&lsid = 80771​25740​30211​50&vid = 3. 19. Woodworker’s Journal, Digital Subscription-FAQ, Woodworker’s Journal, Updated March 16, 2018, https​://www.woodw​orker​sjour​nal.com/conta​ct-us/digit​al-subsc​ripti​on-faq. 20. Woodworker’s Journal. Circulation, Woodworker’s Journal, Updated March 16, 2018, http://www. woodw​orker​sjour​nal.com/adver​tisem​ents/circu​latio​n. 21. Rockmore, Bette, Past Senior Vice President of Advertising and Sponsor Sales, Sirius XM Radio Inc., Interpersonal Interview via Telephone with Kevin M. Baker, April 2, 2018.

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