Say Hello! to a successful mag

Your Media Analysis “Women’s magazines perform weakly” (MW February 21) illustrated the problems being experienced by the major publishing houses operating in the sector.

Perhaps, inadvertently, your correspondent overlooked a couple of the essential explanations for this magazine sector’s relatively poor performance.

The sector is suffering from a distinct lack of product differentiation and the introduction of pricing strategems which more closely resemble those associated with the potato futures market.

Most Marketing Week readers understand that the process of building a brand is different from that of selling a commodity.

In consequence, they will neither be surprised by Hello!’s 8.5 per cent circulation rise in a year when its cover price was increased to 1.35 nor by the magazine’s responsibility for approximately 20 per cent of the copy sales growth you reported for the sector as a whole.

Jon Humphrey

Advertising sales and development director

Hello!

London SE1

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here