Affiliated Chamber member Mary Hogarth of themagazineexpert Ltd and a member of Dorchester Chamber for Business is celebrating the publication of her second book, Business Strategies for Magazine Publishing, which explores tactics for creating financially sustainable publications in the 21st Century.
Business Strategies for Magazine Publishing is published by Routledge and examines ways to create financially sustainable publications by drawing on lessons from the history of successful magazine brands as well as exploring possible futures for the industry.
Featuring interviews with high-profile magazine editors and publishers and in-depth case studies examining key lifestyle, B2B and specialist titles, the book illustrates changes in audience consumption and the wide-ranging impact of technological developments. Changing business and distribution models are also evaluated, alongside new online strategies, with challenges to advertising sales patterns and the growth of brand extensions explained for students and practitioners.
Readers will be introduced to the Magazine Publishing Strategic Quadrant, a model created by the author as an alternative to the Business Canvas Model. In addition, in-depth interviews with high-profile industry figureheads and magazine editors, such as Jessica Strawser of Writer’s Digest and former Good Housekeeping Editorial Director Lindsay Nicholson, offer an insight into how to produce and monetise online content.
Mary, an academic, author and consultant who also serves on the Executive Committee Member of Dorchester Chamber for Business, reveals that the idea for the book evolved out of need and a gap in the market. “When teaching Magazine Business to undergraduates I found that although there were many texts on editing, layout and even magazine publishing there wasn’t a specific title on business strategies specific to publishing,” explains Mary, adding that the concept evolved from research-led teaching.
“In some aspects, my teaching and client-based work have also informed my research. The fact the book is based on my own experiences also gives it a unique perspective. As well as being an academic I have more than 20 years’ industry experience and run a consultancy practice, The Magazine Expert Ltd (www.themagazineexpert.com) which has enabled me to provide real-world examples.”
Those interested in developing a new concept or enhancing an existing title – whether it’s a customer-focused or local magazine – will find this an essential guide to creating a sustainable and engaging publication.
What the reviews say
“Mary Hogarth has pulled off a rare hat-trick of compiling a book that will appeal to academics and students, industry practitioners and anyone looking to dive into the world of magazines,” says Alan Geere, Editorial consultant, journalism educator, InPublishing columnist.
Ann Luce, Principal Academic in Journalism and Communication, Bournemouth University says: “With a mixture of observations from the past and present, Hogarth takes us on a journey of the contemporary magazine industry, updating business models, encouraging the adoption of digital, while always keeping a focus on audience. A must-read for struggling publishers, entrepreneurs and magazine aficionados alike.”
For details or to order your copy of Business Strategies for Magazine Publishing priced at £23.99, visit www.routledge.com/9781138205772 Dorset Chamber members receive a 20% discount by entering the code FLR40 at the checkout.
To get in touch with Mary Hogarth please contact her via email: mary@themagazinexpert.com or call 07990 812314.