Digital feeds back to paper success

The traffic is not all one way: from paper to digital.  It can flow the other way: from an interest in digital to a paper magazine, as long as publishers understand their strengths.

Two instances provide evidence for this trend this week:

  • Future is to launch a paper magazine in its crafts section called Mollie Makes; and
  • Dennis is celebrating the 10th anniversary of Web User magazine with an 84-page edition, up from the usual 76 pages.

Mollie Makes is the more interesting of the two, to be launched in May.  It is aimed at the craft makers who are the online community, turning their interest into crafts and online sources into a paper magazine.  And to finish the circle from paper to digital and back there will be Zinio and iPad digital versions.

Future feeds specialist interests

Future has a long history of making money from the specialisms of its readers.   Mollie Makes will be the seventh Future craft magazine. 

None of these developments are earth shattering.  Web User has an ABC of 28,393 in the latest Brad listing.  Future’s craft magazine Simply Knitting has an ABC of 43,221.

Go for the niche

But both show that the magazine sector can work at those niches and use, even on paper, the attraction of the digital world to its advantage. 

Dennis bought Web User from IPC in 2010 as part of the big IPC clear out.  Dennis is often good at providing a home for smaller magazines other larger publishing houses do not want; or buying up specialist magazines from smaller publishers.  It unfortunately failed with Jack magazine in 2004.  But it may have more success with Web User.

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