Mags need to stop playing it safe, says Stylist editor

Stylist editor Lisa Smosarki has called on sections of the UK magazine market to rediscover its need for innovation.

She told Press Gazette that women’s magazines have converged in their content and “become quite nervous”.

“Everyone’s thinking about brand extension and digital platforms and thinking about magazines as multimedia brands – but actually it’s innovation in the core titles and engagement with the reader which will help them,” she said.

“There’s been a lot of focus on digital particularly, looking at different revenue streams and changing the business.

“But there is the bread and butter and magazines do remain at the heart of it, they have to lead and be exciting and invigorate the reader.”

Stylist, a free mag launched in 2007, has is the fourth biggest women’s mag in terms of ABC distribution with 410,000 a month. The mag is ahead on advertising targets and will break even by the middle of year three, according to Smosarski.

“People have been very negative about print over the last few years and very scared of the internet,” she said. “What’s interesting for us is we are not resting on the old publishing model. That’s possibly the problem for many people rather than the format that content is delivered.”

(Source: Press Gazette)

This article appears in issue 246 of Media Digest.

Image taken by Flickr user cathyse97, licenced under Creative Commons.

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