For city and regional magazines, print advertising still brings home the bulk of the bacon, according to Folio.com’s 2013 survey of city and regional publishers.
As Folio’s Bill Mickey explains, “Print advertising, respondents say, will be about 71 percent of revenues [in 2013]. Digital will bump up slightly from 4.2 percent last year to 5.2 percent this year. Paid subs will remain flat, as well events.”
Interestingly, revenue from the much-ballyhooed mobile and tablet platforms is not keeping pace with expenses in that category. According to Miller, “the [mobile and tablet] expenses may be overshadowing the platform’s revenue contribution, which is only 1.3 percent of the pie.
“It’s barely a blip on the radar screen, but it remains to be seen whether this category will take on the same significance it has for the b-to-b and consumer magazine markets.”
Regional and city publishers can take heart that this type of magazine remains among the most popular for new launches, especially in affluent areas. And this makes the attraction to print advertisers consistently high.
Still, Mickey cautions that it’s not all roses.
“More launches mean more competition, and that’s just from the print side. All this puts even more pressure on current publishers to begin to diversify revenue streams.”
Sage advice, for certain, but heartening to know that the print advertising model remains solidly viable and a smart investment for advertisers.