For those in the magazine and catalog printing and publishing segments, the past year has been nothing short of dynamic. Although there has been considerable consolidation and downsizing, these trends have opened up doors to other possibilities that are being embraced by printers and publishers alike: niche publications are on the rise and catalogs have evolved to tell their own story.
Niche Is the New Mass Market
Traditionally, magazines were driven by mass-market titles that could appeal to a wide audience, David Pilcher, VP of sales and marketing at Freeport, Ohio-based Freeport Press, explains. The industry has recently seen a shift in the types of titles that are seeing the biggest growth, he says, and its niche titles that are leading the march into 2018.
“This year, we’re seeing publishers offloading many of these big titles,” he says. “Some are calling it chaos. We don’t see it that way. We see a definite trend toward niche titles, with viable business models that take advantage of a more selective consumer base.”
Publishers are also embracing changes in consumer behavior and using those changes to drive printed products, Pilcher points out. He says that the perfect example is the 2017 launch of “The Pioneer Woman,” which was a Hearst and HGTV joint effort that used the success of the television show to introduce a printed publication. According to Pilcher, the title debuted with 150,000 copies and sold out within one week, necessitating a second print run of 100,000 copies.
“‘The Pioneer Woman’ is the perfect example of a multi-channel brand that launched a print magazine based on the popularity of its existing brand,” he says. “Another one is The Magnolia Journal. Wildly popular on TV and online, Meredith hit a million copies with their latest issue this past summer. That kind of success for a new special interest title is being made possible by multi-channel experiences, and publishers are embracing this reality.”
Doug McKendry, national sales manager at Kappa Printing Management Associates (KPMA), parent company of Random Lake, Wis.-based Times Printing and Ithaca, N.Y.-based Vanguard, points to another example of a niche segment that is growing in popularity — something he calls the “city/regional” publication or location-based titles.
These types of niche publications may provide the perfect opportunity for printers to work with publishers to launch new titles.
Part of the reason publications, in particular, are flourishing in the niche space is because the audience has chosen to engage with the brand rather than because of data analytics or targeting, notes Wayne Peterson, executive VP and COO of Burlington, Vt.-based Lane Press.
Publishers, in turn, have the luxury of producing a magazine for an already loyal, self-selected audience. “The targeting is done, and it was done by the readers themselves. That’s why we see magazine titles that have focused on specific audiences growing and thriving.”
The changing landscape and consolidation in the publication and catalog segments on the paper supply side have also affected the cost of production. Gary Sierzchulski, director of customer engagement strategies at Menomonee Falls, Wis.-based Arandell, says that there have been increases in paper costs due to this consolidation. In addition to paper costs trending upwards, postal rates will continue to rise in 2018, with previous technology incentives eliminated.
“This means that catalogers will need to be even more precise in their mailing campaigns with smaller margins for errors and will look to us for answers on how to mail more efficiently without harming their brand or growth,” he adds.
more at: http://www.piworld.com/article/catalog-publication-outlook-move-over-mass-market/