Fewer magazine launches in 2022 than nearly any other year on record leaves retailers behind

Stores had access to fewer magazine launches in 2022 than nearly any other year on record, with total launches, copies printed and first-edition stockists all in decline. 

Only the pandemic year of 2020 saw fewer new titles land on mag stands. The largest launch was Immediate Media’s Lego Minecraft at 66,000 copies, followed by Egmont’s Disney Princess Ultimate Collection (50,000 copies), Immediate’s Pixar Adventures With (46,000 copies), Panini’s Hero Time Presents (28,000 copies) and Kennedy’s Miraculous (17,000 copies). 

The widest stocked of the five titles went out to 13,500 sites, meaning only one in four magazine sellers received an allocation. 

Asked about Immediate Media claiming the biggest launch of the year crown, the company’s youth and children publisher, Alex Coates-Newman, told Better Retailing: “Our launch strategy is to only launch magazines we think have the best chance of long-term success 

“When we do launch, it is slightly more cautious than previous years. 

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“We may launch with national print runs of 50,000-70,000, depending on the brand – this is reflective of average sales in the category. 

“It allows us to assess the print runs once we’ve had some sales results.” 

In good news for those outlets with large ranges, the data from distributor Seymour, analysed by Wessenden Briefing, also showed the number of print magazines available in shops increased for the first year in recent history, fuelled by a lower rate of title closures. 

Sell-through rates on first editions of launches also increased from 33% in 2021 to 39% last year. 

Neil Selby, managing director at circulation consultant Magcirc, told Better Retailing the numbers point towards a launch market being driven by niche titles. 

“They have customers the publishers know will hunt down every last copy,” he explained. “You can go small on those, because they’re not like the magazines people can just take or leave.” 

Specialist distributor Ra & Olly’s director, James Laffar, added the figures may be driven by stores being more conservative with adding new titles. “You can’t just send out what you want – now, retailers are a lot more selective, so you can’t just throw out loads of copies,” he said. 

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However, several retailers told Better Retailing they felt left out by many launches. Mark Dudden, of Albany Road Post Office, has a large range and great success with more niche titles. He said: “I’ve been seeing fewer copies sent out. I know Lego magazines sell very well, but I’ve had to chase them. I’m often getting only one or two smaller titles in. 

“I’d picked up on it as a problem because, often, a magazine is launching that could be popular, and I’ll know nothing about it. It isn’t just kids’ magazines. 

“New train magazines have come out, and I haven’t heard a thing.” 

One shots, special editions and annuals were identified as a star area, with 330 launches in 2022 – up 22% year on year. 

Read more news and advice about the newspaper and magazines category and click here for the latest ABC circulation figures