Author: Mary Hogarth

With nearly 20 years industry experience in editorial, branding and publishing, Mary Hogarth is the consultant to call if you are thinking of setting up a new magazine or eNewsletter, relaunching a title or just need advice on best practice. Author of How To Launch A Magazine In This Digital Age, Mary's extensive experience and unique approach will help you transform your project into a viable and sustainable concept.
News

Magazines can prosper, says new BSME chair

Mary Hogarth

The British Society of Magazine Editors (BSME) has announced Tim Pollard, group digital editorial director at Bauer Media, as the 2022 chair.

He succeeds Hattie Brett, editor of Grazia and will be supported by vice-chairs Deborah Joseph, European editorial director, Glamour, and Jaimie Kaffash, editor of Pulse. Together they lead the committee of 15 leading British magazine editors and editorial directors who run the society and plan each year’s events. Continue reading “Magazines can prosper, says new BSME chair” →

Professional development

Setting goals and staying accountable

Mary Hogarth

Setting goals for the year ahead is much more than just a new year tradition. They can form the very essence of our raison d’être, particularly when it comes to publishing.

Yet two things, in my opinion, keep clients from fulfilling those goals. The first is being too ambitious with the number of objectives set. Secondly, failing to set up accountability and progression points along the way. Continue reading “Setting goals and staying accountable” →

Circulation & distribution, Revenue streams

Solving the publishing crisis: innovation is critical

Mary Hogarth

I always enjoy talking to editors and publishers who offer a real insight into their publication and its achievements. So when the opportunity came, I was delighted to interview Guy Procter, editor of Country Walking, for the Nov/Dec issue of InPublishing.

Having previously interviewed Guy during the PPA Leadership Summit (April 2021) on the challenges of building a  recurring revenue economy, I was keen to follow up. Continue reading “Solving the publishing crisis: innovation is critical” →

News

Why Future is forging ahead

Mary Hogarth

Last week I interviewed Chris Convey, Senior Vice President and Managing Director of Future’s B2B portfolio, who led on its core acquisition’s strategy.

In the past few years, following a restructure, Future plc has seen phenomenal growth from acquisitions and through an expansion of their current portfolio. But why has this media giant now forged ahead when others are struggling?

Gaining new territories is undoubtedly a factor. But from my perspective, this is about innovation and taking an inclusive approach with regards to acquisitions.

According to Chris, being humble and not assuming your working practices are better is a vital part of the process. “It is about recognising that you don’t always know best. Taking the opportunity to learn and moving forward with the best of the best.”

Fundamentally business is as much about people as it is about commerce. This is particularly true in publishing both in terms of staff and audiences.

Encouraging innovation and fulfilling the needs of their consumers is a critical part of Future’s forward vision. In my opinion, it is that multi-channel audience-centric focus – allowing the audience to interact regardless of how they choose to do that – could well set them apart from competitors.

Read my article in full at https://whatsnewinpublishing.com/lessons-in-successful-acquisitions-from-future-plc/

Publishing strategies

Eye – the print magazine that continues to thrive

Mary Hogarth

My recent interview with John L Walters, editor and co-owner of Eye magazine, confirmed one of my long-held beliefs – print can be sustainable.

I also believe that the traditional publishing business model, drawing the majority of its revenue from copy sales and advertising, in the right circumstances can still thrive, which is how I came to write about Eye.

John first got in touch earlier this year, keen to share Eye’s story. He had read one of my InPublishing articles about a recent magazine conference in Chicago, Mapping The Magazine 5, where I had presented a paper on Lessons from the past, evaluating the sustainability of magazines.

Not only is Eye sustainable, but it is also unique because unlike many, this quarterly title makes money from subscription and copy sales. It also has a healthy advertising revenue stream, making it a compelling case study when this basic publishing model is now considered outdated by many and doomed to fail.

Yet Eye has those vital ingredients that ensure its success – relevance, a passionate team,  collectable issues and an audience who love the magazine. Indeed, these traits are the reason it defies the odds.

John is also a driving force. He lives and breathes design. It is also clear early on in our interview that he cares deeply about the graphic design industry, as well as the magazine and its readers.

Every detail of the publication has been carefully thought through, from the editorial to the stock it is printed on. Unlike many publications, fresh talent is not only encouraged but actively sought. Each issue has four or five new writers keeping the content thought-provoking and vibrant.

From a consultancy perspective

In an industry where the lines are fast becoming blurred with content marketing masquerading as editorial and seeping into publications across the market sector, Eye stands out.

This is a magazine that values its independence and remains true to its identity rather than emulating others – a mistake many publishers make as evidenced by cover lines on the newsstands. At £17 a copy it is not cheap, but every issue is designed to be collectible, further enhancing the value proposition and adding longevity to the advertising inside. It is not surprising that both readers and advertisers share a deep love of this specialist title.

To find out more, read my interview with John L Walters, An eye for quality, published in the Sept/Oct issue of InPublishing.