THE ISSUE WITH
COMEBACKS
THE NEW LOOK Publishers are determined to keep committing ink to paper by Ed McKinley
In an early example of brandoriented periodicals, John Deere began publishing The Furrow in 1895.
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amiliar magazines are moving online at a startling pace, but that doesn’t mean print publications will disappear from America’s nightstands, coffee tables or waiting rooms. In fact, print is making something of a comeback on the strength of four trends: one-off editions, brand ownership, tightly focused content and a switch from timeliness to timelessness. The resurgence means magazines will continue to shape and reflect popular culture but in new ways, according to Samir Husni, who founded the Magazine Innovation Center at the University of Mississippi in Oxford, Mississippi, and earned the nickname “Mr. Magazine.” Besides, readers simply aren’t ready to give up what they view as the endearing qualities of print, said Rita Cohen, president and CEO of a trade group called MPA—The Association of Magazine Media. “Consumers love the experience and feel of
For 2 million readers, The Red Bulletin connects Red Bull energy drinks with living on the edge.
InStyle is among several bigcirculation magazines moving online this year.
print magazines,” Cohen maintained. “They are a relaxation moment—a break from screen time. The tactile feel of the paper is enjoyed by millions.” Some of that love is directed these days toward single-issue publications, said Krifka Steffey, Barnes & Noble’s director of merchandise, newsstand and media. Industry insiders used to call them SIPs for short but now refer to them as bookazines, she noted. Let’s take a look at them.
ONE-OFF PUBLICATIONS The portmanteau “bookazine” comes from mashing up “book” and “magazine.” It fits because bookazines combine aspects of both. At first glance, bookazines look a lot like the magazines next to them on newsstand shelves or supermarket racks. But differences become apparent upon closer examination. Unlike magazines that appear weekly, monthly, quarterly or annually, most bookazines are published once and then disappear forever. Only a few extremely popular bookazines warrant a sequel or reprints. Bookazines are usually focused on a single subject—like Princess Diana, the secret life of cats, the golden age of Vikings or the illustrated story of Jesus—instead of offering a magazine’s usual string of diverse articles. Advertising, the lifeblood of magazines, seldom appears in bookazines. Instead, bookazine publishers and retailers make money from a relatively high purchase price. The extra expense is justified, Husni maintained, with slightly better paper stock, high editorial standards, stunning photography, and the appeal of a single specific topic. At Barnes & Noble, domestically published bookazines sell for $9.99 to $14.99, and imported versions go for as much as $20, Steffey said. Bookazines often use the name of a vener-
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