News Magazines this week announced a reduction in frequency for Modern Boating magazine.
The boating industry has slowed and as businesses revise budgets to fight the downturn, reductions in advertising are becoming necessary for many companies. Modern Boating has examined trends and will temporarily reduce its frequency. After the Dec/Jan, Feb and March 2009 issues, Modern Boating will publish June and December issues. This alteration to the usual schedule is a short-term measure that will be reviewed continuously. New on sale dates for the June and December issues are timed to coincide with high interest periods around boat show season and summer.
Publishers are not always this up front in Australia. It is good to be in the loop.
Magazine distributors could follow this lead from News Magazines. Boating magazine sales have fallen significantly in all but except a few lucky newsagencies. The fair approach would be an overall reduction now rather than waiting the usual three months for such changes to be reflected in the scale out model.
Unfortunately, supply remains at 2008 levels for most titles, meaning that newsagents are being taxed unfairly.