It was a cold winter in the magazine world, with new launches down a touch from a year ago, but April has brought forth a flurry of new launches.
On April 13, Maria Rodale unveils the first issue of Rodale's Organic Life. She is gambling that she can take the subscription base from one of the company's original titles, Organic Gardening, and turn it into a lifestyle title appealing to a younger audience.
She recruited former Saveur editor James Oseland back to Rodale to work on the title, but Rodale was saying little about the title other than that it plans to be six times a year.
Also recently landed on newsstands was another entry in the thriving travel category: Smithsonian Journeys, edited by Victoria Pope with a small band of freelancers.
"It's dedicated to the cultural traveler," said Steve Giannetti, chief revenue officer of Smithsonian Media. He said it will have distribution of about 150,000 for its debut issue on newsstands, with heavy stock paper and a $13.99 cover price.
While he is selling ads — there are 10 in the debut issue — he is banking on circulation revenue to be the driver. "The barometer of success will be consumers buying it on newsstands," he said.
It is a reflection of a new strategy for launches.
Trish Hagood, president of Media Finder, said that pure magazines — with a regular frequency and distribution — amounted to only 35 new titles by her count in the first quarter, down slightly from 2014.
One of the few new titles from a major publisher in the quarter was Meredith's Parents Latina.
Hagood also tracked 14 magazine shutdowns in the quarter, led by I-5 Publishing's closing of the 50-year- old Dog Fancy and Cat Fancy titles.
I-5 Publishing did not get out of the pet publication business entirely, however, since it bought Dogster.com and Catster.com from the rapidly imploding Say Media enterprises. "Essentially they changed formats," she said.
Professor Samir Husni who founded the Magazine Innovation Center at the University of Mississippi, has a more liberal way of counting magazines.
His tally showed 119 launches in the first quarter. But he counts annuals such as Life's special on Abraham Lincoln and the so-called bookazines, in his launch count.
National Geographic is launching National Geographic History with a London-based editor Jon Heggie.
Publisher John MacKethan said it will carry a $9.99 cover price and appear six times a year.
Like Smithsonian's Journey, History is banking on circulation — not ad pages sold — to be its main revenue driver.
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