Nigel Conway (MW January 28) believes the way forward for the magazine market lies with “highly focused titles”; “lower volume, more focused product” with “consistency of editorial”.
What he’s describing, of course, are customer magazines. Their tightly controlled circulations ensure his perfect niche readership.
The precise targeting strategy of contract titles ensures consistency of editorial; and contract magazines are focused on some of the most specific audiences available within the magazine market.
I do hope he will be sharing his insight with his media buying colleagues.