1992: the year of records for new consumer magazines - Update

Last year was a record for new magazines. A total of 679 titles were launched, an increase of 126 titles over 1991. The number of magazines published with an intended frequency of four times or higher rose by a record number, too: from 265 in 1991 to 403 in 1992.

Judging by the number of new magazines, the industry seems more vibrant than ever. No category was spared from growth, and only one category--military and naval--witnessed a sharp decrease. Here are some observations on the Class of 1992.

* Although sex magazines continue to lead in the number of new launches, the lifestyle and service category made a strong comeback, reclaiming the number-two slot in the number of introductions. Sixty lifestyle and service titles were introduced in 1992 compared to 40 in 1991.

* Cable television and specialized channels continue to influence magazine introductions. The Science Fiction Channel, combined with an increase of mystery and adventure programming, gave a big boost to its namesake category. Sixteen new titles were introduced compared to a mere five in 1991.

* Children and health, two categories that witnessed a decline in new titles in 1991, made a strong comeback.

* The preferred frequency remains tied between quarterly and bimonthly. Approximately two-thirds of the new magazines published with an intended frequency of four times or greater had quarterly or bimonthly launch plans. There was no change in the frequency of choice from 1991.

* The average cover price for new magazines dropped one cent from 1991, but advertising pages were up by one page, to an average of 19 advertising pages per issue--another record.

* The total number of magazine pages fell by three, to an average of 87 pages, equal to the average number of pages in new magazines in 1989.

* Subscription prices of new magazines decreased from 1991 levels, while discounted prices increased. But considering the decrease in the total number of pages, the end result of the decrease was the same: no change.

* Approximately one-third of the new magazines offered subscriptions to their readers, same as in 1991. However, fewer offered discounted subscriptions in 1992 than in 1991.

* The number of annuals continued to constitute a good portion of the new magazines, but fell short of 1991 in terms of numbers and percentages.

* Special issues and one-shots reached a record 188, compared to 114 in 1991.

A final observation: Specialization has peaked. There is hardly any subject, or part of a subject, that does not have a magazine. What used to be considered specialized publications--sports and music, for example--have given way to specific sports (e.g., paddle sports) and specific music (e.g., rap) titles. They are taking the lead in this new age of ultra-specialized publications.

I hope that this year's Guide to New Consumer Magazines will renew your belief in the vitality of magazines. Rest assured there is still room for more.

Samir A. Husni, Ph.D., heads the magazine service journalism program at the University of Mississippi and is editor of Samir Husni's Guide to New Consumer Magazines.

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