Magazine launches recover in 2021 after record low

The number of magazine launches bounced back after a historic low in 2020, with more than 150 new titles arriving on magazine stands last year.

Publishing consultancy Wessenden Briefing analysed data from magazine distributor Seymour, showing 163 launches in 2021, 44% more than in the year before.

However, the data also shows that while more numerous, launches are becoming smaller, with the average first edition last year having an initial distribution (ID) of less than 10,000 copies, potentially making it more difficult for independent retailers to identify and receive allocations of these new opportunities.

The biggest launches of 2021 were preschool titles Cocomelon (70k ID), Numberblocks (70k ID), Paw Patrol Extra (55k ID) and Bluey (53k ID).

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Keesing was the only Publisher to have a nonchildren’s title break into the top five, with its SevenDays women’s weekly (45k ID).

However, in a sign of the level of risk for publishers launching major print titles, the sell-through rate of these five titles ranged from 51% to 8%, and SevenDays ceased publication on 4 January 2022, less than three months after it launched in October 2021.

Responding to the data, the NFRN said its Newspro magazine category management service can help make sure independent stores are “on the list” to receive these smaller, but more frequent launches. Its 1,000 Newspro stores, for example, all received allocations of SevenDays.

While launch edition volumes may be low, values were high, with a £5.10 average cover price on 2021 launches – more than double the average magazine cover price.

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Outside of regular launches, 2021 saw a surge of one-shot and annual releases, up by 53% year on year.

Coupled with rising cover prices on these one-offs, the segment achieved revenue growth last year, supporting growing interest in so-called ‘bookazines’ from major supermarkets including M&S and Waitrose.

Publishers are now frequently using one-shots to test the market before creating similarly named regular titles.

Wessenden Briefing managing director Jim Bilton said: “Current launches are lower profile and more fragmented than the bigger launches of the past.

“This has created a challenge for the overall industry and for retail in particular, which feels much more comfortable with an old-fashioned mega-launch.”

Outside of the top five, other 2021 launches that stood the test of time include motoring title Go Classics; BBC-children’s-show-based title Operation Ouch; children’s dinosaur title Extinct; and the UK edition of music title Rolling Stone.

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