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Magazine Industry Continues Expansion

The Internet was supposed to stifle the magazine publishing industry, but one only need walk into a Borders, Waldenbooks or Barnes & Noble to see evidence that that hasn’t happened. (Furthermore, most publications don’t even aspire to be sold through newsstand distribution.)

The National Directory of Magazines reports that there are 18,821 magazine titles available in the United States (latest figures from 2004), up from 13,541 in 1988.

Publications audited by the Standard Rate and Data Service during that same period increased to 2,570 from 1,723, while those audited by the Audit Bureau of Circulations grew to 708 from 559.

The largest growth in the United States and Canada, from 1994 to 2004, came in the area of college and alumni publications...from 707 in 1994 to 1,013 in 2004. Other high-growth magazine segments were agricultural supplies, medicine, travel, interior design and decoration, automotive, collectibles, golf, football and dogs.

While the Internet has become a popular place to get information, magazines are portable and often have information you can’t find surfing the ‘Net.

With the substantial growth in titles also comes more barter opportunities for media inventory. Most publishers are looking to fill ad pages, hence the competition for advertisers is ongoing and the environment for deals, trade and cash discounts, keeps expanding.