Market for specialty magazines booming
Magazines aimed at the general public are finding it increasingly difficult to hold their own—the countless specialized publications are cutting into their market share.
This is what the SonntagsZeitung writes based on a survey by kiosk operator Valora. Among advertisers, too, magazines would lose importance for a broad audience. Advertisers prefer to advertise their products on channels that are precisely tailored to their target groups.
This is how market fragmentation is progressing. Valora's press range currently comprises over 4000 titles - and demand for printed matter is rising. Since the beginning of the year, publishers from Switzerland and abroad have launched 498 new magazines for the Swiss market. The biggest growth has been in serialized novels and puzzles. Many new titles were launched in the leisure sector.
Two things stand out in particular. One is the dominance of foreign publishers. The other is the high turnover of these magazines. Since the beginning of the year, Valora has removed 347 titles from its shelves. Success in this game comes to those who track down new "communities" early on and supply them with insider information. And those who drop out again in good time.
