Mags Shift To Lighter Fare, Away From Religion, Gay, Ethnic Themes

by Kristin Sidorak, Nov 16, 2005, 8:07 AM

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If the content published by consumer magazines accurately reflects the tastes and sensibilities of society, then there has been a profound cultural shift in America in a relatively short period of time. The magazine industry is publishing substantially fewer titles about religion, alternative sexual lifestyles, ethnic cultures, and business--and significantly more magazines about matrimony, the home, golf, and pets. Most perplexing of all, publishers appear to have lost interest in general interest. At least those are the findings of an analysis of the past ten years of data on the major magazine editorial categories compiled for MDN by Oxbridge Communications, publisher of the National Directory of Magazines.

Topping the analysis with a 176 percent increase over the past ten years is wedding magazines, followed closely by a 109 percent gain in interior design and home magazines, and a 98 percent drive by golf magazines. Dog-related titles fetched a 65 percent gain.

The biggest declines over the past decade were among general interest (down 77 percent), gay/lesbian (-41 percent), religion (-38 percent), business magazines (-35 percent), and ethnic titles (-16 percent).

While some of the findings may seem counter-intuitive--declining interest in religion, alternative lifestyles, and ethnic markets, for example--magazine gurus say the growth trends at least are explainable.

"Due to effects of 9/11, people are more interested in doing things at, in, to their homes. It's part of the nesting syndrome," suggests Deborah Stiplin, editorial director for the National Directory of Magazines.

Or as Beth Fidoten, senior vice president-director of print services at Initiative, describes it, staying home is "the new going out." She cites: "declining movie attendance, and now new home entertainment products and televisions, are being offered."

But is the decline of magazines catering to gay and lesbian, religious, and ethnic interests merely a matter of reader demand? Fidoten says that she would "defuse saying that those categories are necessarily going down," and that "the advertisers go where their audience is, and there are definitely changes in the way that consumers are seeking information."

"My advertisers will not even go near that--it is way too controversial," said a top print buyer at another media shop requesting anonymity, referring to religious and alternative sexual lifestyle magazines. "Advertisers never want to be perceived by that--but what they endorse is controversial. Whenever it comes to sexual preference, religious persuasion--neutral is key," she explained.

Buyers say the numbers also may reveal a more fundamental shift in the interest of readers who are looking to magazines as a form of "escapism" from heavier topics.

Magazine Categories Growth Over Last Ten Years Magazine category	1995/96	2005/06	Change
Interior/Home	92	192	+100
Lifestyle	273	364	+91
Travel	525	600	+75
Golf	72	143	+71
Wedding	37	102	+65
Dog	43	71	+28
Boating	110	133	+23
Construction/Building	340	357	+17
Cycling.	92	107	+15
Gardening	160	174	+14

Magazine category	1995/96	2005/06	Change
Religion	1,207	742	-465
Business/Industry	791	513	-278
Regional	837	638	-199
General Interest	204	46	-158
Computers/Automation	590	466	-124
Ethnic	735	614	-121
Women's	350	300	-116
Entertainment	293	179	-114
Youth	227	145	-82
Gay & Lesbian	158	93	-65

Source: National Directory of Magazines, 2006 edition, published by Oxbridge Communications (www.mediafinder.com).

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