Mr. Magazine Says Now is the ‘Best Time’ to Launch a Print Magazine

In a recent interview, University of Mississippi professor Samir “Mr. Magazine” Husni—always good for a provocative sound bite—discussed a number of sensitive industry issues, including publishers committing “mass suicide” by prematurely folding titles (read: Hallmark) and the disadvantages of giving away content online.

Yet, despite everything that is “crazy about this industry,” Husni considers now “the best time” to launch a print magazine. That’s right—now.

“It’s going to take one to two years for that magazine to evolve and establish itself. Then you hope in two years, the economy will pick up and you’re ready for that marketplace,” he said during the interview. “Historically speaking, some of the best magazines in this country were started in the worst of times. Fortune started in the midst of the Depression in 1930; Reader’s Digest and Time Magazine in the ‘20s; Esquire and BusinessWeek in the ‘30s during the war.”

The industry‘s uptick in new launches of late (including Interview’s launch of lifestyle title Modern, Blurt and and the L.A. Times’ spin-off LAetcetera) has been tempered by some big losses, like Portfolio, Blender and Best Life.

According to Mediafinder, there have been 140 new launches so far this year, and Husni’s mrmagazine.com, which tracks month-to-month launches, reports that 167 new magazines in the first quarter of 2009.

Husni said he anticipates half of the 715 new titles launched in 2008 to fold before the end of 2009. He predicts another 700 or 800 magazines to launch in 2009. “It’s a cycle,” he added.

While Husni has faith in the cyclical nature of the industry, others aren’t as optimistic. As Hearst Magazines’ Cathie Black told the UK Telegraph in a recent interview: "Do I think 7,500 US magazines–many of them are duplicative–will survive? No."

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A bit of caution

Submitted by Michael Turro on Wed, 05/20/2009 - 10:27.

As much as I respect Dr. Husni - and as much as I LOVE his enthusiasm for magazines and print media - his unwavering optimism for the outlook of the industry in the face of traumatic and constant change is cause for pause. The fact that he never seems to speak a dire word paints him with the same brush that discredits the "print is dead" zealots - he's just covered with an inverted hue. Although I find some truth in the good doctor's vision of hope for magazines in the 21st century, it is more apparent that successful 21st century titles will be fewer and far between. The boom days of print media are over - publishers, editors, writers, artists, and creative people with ideas should think long and hard before they jump into printing magazines. While this environment may be hospitable to a certain type of magazine it is more than clear that the vast majority would be better served (financially at least) by never putting ink to paper.

Now's the Time

Submitted by Joe Guerriero on Wed, 05/20/2009 - 15:38.

Samir and Cathie Black both make great points; points that are definitely connected. Samir sites breakthrough properties that launched during tough times. Cathie Black points the spotlight on the number of "me-too" properties that won't survive. The person or group that comes up with a fresh, creative idea that resonates in magazine form and has an identiable audience will have a winner. The key is finding investors with patience as the magazine establishes itself. Having relaunched a property - Success (a Samir Top 15 in '06)- for investors that were not truly committed (they sold the property in '07), I can not overstate the importance of a strategically committed group of investors.

Best Time to Launch

Submitted by Anonymous on Fri, 05/22/2009 - 09:29.

Re Cathie Black's observation: She should know. Of the many titles launched under her tenure at Hearst, only one, O, the Oprah Magazine, has endured.

Re time to launch

Submitted by Anonymous on Mon, 05/25/2009 - 20:29.

Give me a break. What he is talking about are tough time when print was the ONLY medium besides Radio. And about BW and Esquire launching during the "war in the 30s" , what war? The Spanish Civil War? Get some facts straight. Not the same as today, by a a longshot. And as far as Cathy Black goes, the previous poster has a good point. Also,

But is it?

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