Publishing analyst and board member of the Magazine Innovation Center, Bo Sacks, argues that contrary to popular misconception, many print magazines are still thriving. The key, as Bo points out, is to occupy the right niche and nail it with exemplary production values and writing craft.
The author, Michael Antonoff, wrote an article saying something profound and personal about the magazine industry. But I must point out that it is a narrow vision based on the author’s “luck” in being sometimes in the exact right place and sometimes in an unfortunate place.
He said, “Every magazine I’ve worked for over the decades has joined the dustbin of history; I guess what I really majored in was obituary writing.”
That may be the case for Michael Antonoff’s career, but it is not indicative of the entire industry. It is a historic trend in the magazine business, starting long before the internet arrived to interrupt traditional business plans. Some magazines prosper, and some don’t. It has always been thus.
Being in the center of the publishing maelstrom, I know of many print tiles that are thriving. Now that I think about it, none of the successful titles are tech-related but rather niche-focused.
A case can be made that tech magazines were once a niche sector. But now, most of those titles have indeed joined the dustbin of history.
Ask the employees of Delta Magazine, Our State Magazine, the Economist magazine, or a dozen others what they think of their careers. I would expect a different reaction than Michael’s.
Here are just a fraction of the successful titles that exist in no particular order:
1. The Surfer’s Journal: This magazine focuses on the culture, history, and lifestyle of surfing. It features stunning photography and in-depth articles that resonate with surfing enthusiasts.
2. Bon Appétit: While food magazines are quite popular, Bon Appétit has carved out a niche with its focus on gourmet cooking, restaurant culture, and food trends, appealing to both home cooks and professional chefs.
3. The Economist: Although it covers a broad range of topics, The Economist has a niche appeal to readers interested in global politics, economics, and business.
4. National Geographic: Known for its high-quality photography and in-depth articles on science, history, and culture, National Geographic appeals to readers with a keen interest in exploration and discovery.
5. Garden & Gun: This magazine celebrates Southern culture, covering topics like food, music, art, and travel, with a particular focus on the American South.
6. Dwell: Focused on modern architecture and design, Dwell attracts readers who are passionate about contemporary home design and innovative living spaces.
7. Runner’s World: Catering to running enthusiasts, this magazine offers training tips, gear reviews, and inspirational stories from the running community.
8. Fine Woodworking: This publication is dedicated to woodworking enthusiasts, providing detailed project plans, tool reviews, and techniques for woodworkers of all skill levels.
9. Our State: Celebrating the people, places, and culture of North Carolina, Our State magazine offers readers a deep dive into the state’s history, travel destinations, and local traditions.
10. Delta Magazine: Focused on the Mississippi Delta region, Delta Magazine covers the area’s unique culture, history, food, and lifestyle, appealing to those interested in Southern heritage and traditions.
There’s a magical part of it (writing obituaries), too, which is you’re trying to breathe life back into someone who has just died. You’re trying to conjure them up.
Marilyn Johnson
Bo Sacks
President, Precision Media Group
This commentary originally appeared on Bo Sacks daily newsletter and is re-published with kind permission. You can subscribe to Bo’s e-newsletter here.
