Industry Standard: Number of Affluent Magazines Increase More Than 400 Percent
The number of publications targeting the wealthy now stands at 456, a 407 percent over the mere 90 publications that targeted the nation’s upper class in 1997, according to the latest edition of The Standard Periodical Directory, which was released last week. The Oxbridge Communications publication contains information on 58,018 publications, including 15,732 magazines.
The reason for the increase stems from an overall surge in the number of niche or targeted publications in the market, as well as the nation’s growing affluence, said Deborah Striplin, editorial director of The Standard Periodical Directory. “We think that affluent publications are becoming more popular because more and more people are becoming affluent, think they are or want to be,” she said.
For its most recent trend study, the Standard Periodical used data from both its 1997 and its current MediaFinder service. Using a keyword search the study evaluated publications that cut across various subject categories
Striplin also said the affluent magazines with a strong electronic presence are in particularly good positions for growth because, “affluent people are usually the first to buy expensive gadgets, including technology.” But you don’t have to be rich to buy and read the magazines, she said. “People who read the magazine’s are not always the affluent, but the affluent in the making. “For some, it’s like teenage girls reading Glamour magazine,” said Striplin.
Other top growth categories over the past 10 years include ethnic publications up from 899 in 1997 to 1,696 currently; advertising shopping guides, up from 319 to 667; and puzzles, up from 49 to 143. Declining categories include political science publications, down to 512 from 1,147 in 1997; and business management publications, down to 231 from 920 in 1997.
During the same period, a number of publications have changed from print-only formats to a combination of both print and electronic formats, Striplin said. The Standard Periodical currently lists 17,075 publications that are available in both formats and 5,486 publications that are in electronic format only.