The magazine media industry continues its journey to grow its digital assets and still leverage its lucrative print advertising and circulation businesses. Along the way, the industry has faced challenges of lower advertising rates for digital campaigns, more competition with other media and shrinking print circulations and advertising revenue.
However, the magazine industry is experiencing promising trends that are poised for exploitation by magazine companies. B2B magazine revenue and digital media revenue are on the upswing in many parts of the world, according to PricewaterhouseCoopers. However, the latest statistics from Zenith-Optimedia and PwC show that consumer magazine revenue is either flat or on the decline nearly everywhere in the world. Magazine media revenue patterns vary by country, according to each country’s overall media usage profile, appetite by advertisers to invest in the media, and the ability of the country’s magazine owners to leverage their print and digital advertising inventory. However, a consistent pattern of lacklustre business results continue to dog the magazine industry since the economic downturn in 2009 in most places in the world.