The markets of UK fashion magazines have changed significantly, and the rise of online fashion magazines have made a detrimental impact to the magazine market.
A factor that has changed the fashion magazine market is the rise of mass media and technological innovations (Whittaker, 2008). Improvement of the web has caused a shift in popularity from press/glossy magazines to the online/ digital versions. This is because the web provides a platform that is accessible and easier to distribute meaning that more people can view the magazine, it also provides a new innovative way of editing the magazine to attract more viewers (Whittaker, 2008).
Many traditional magazines are re-thinking their traditional ideas to keep their audiences viewing their magazines, with many magazines including multimedia content making the magazines interactive for the viewer providing an interesting way of viewing their content (The Guardian, 2013).
In terms of the markets, there are: consumer; contract, and B2B. Magazines for the consumer market sole purpose is to provide advice and information to its viewers (Mckay, 2004) whilst, B2B stands for business to business meaning that the magazines distributed in this market are between organisations. Lastly, there is contract publishing where a company commission’s a publishing agency to produce magazines for company employees (Whittaker, 2008).
Whittaker, J. (2008) magazine production. London: Routledge
The Guardian (2013) The fall and rise of magazines from print to digital [online], 7 March. Available from: <https://www.theguardian.com/media-network/media-network-blog/2013/mar/07/fall-rise-magazines-print-digital> [Accessed 15 February]
Mckay, J. (2004) The Magazines Handbook. Taylor and Francis.
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Britta Jackson (2019) Assorted title book-lot [Online image]. Available from: <https://www.pexels.com/photo/abundance-achievement-advertising-bank-623046/> [Accessed 22 April 2020].
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