Harris Publication to Launch Print Magazine?
Maybe we didn’t get the memo but it seems as if print is making a comeback in 2010…well at least it is in Harris Publications portfolio. In a climate where most publishers and advertisers are shifting away from print, Harris, publishers of XXL Magazine, announced Wednesday the launch of Juicy Magazine the-according to the press release- “first celebrity and lifestyle magazine for African-American women to sit on national newsstands alongside People, US Weekly, In Touch, Life & Style and OK”. The monthly magazine which is slated to hit news stand May 2010, according to the release;
…will grant VIP access to the latest in gossip from Hollywood to Atlanta to New York. From Jay-Z and Beyonce to what’s up with Rihanna and the Real Housewives of Atlanta, Juicy will cover the latest and greatest in hairstyles and hair products. Lastly, the publication will show how to get the hot look by showcasing celebrities and their beauty tips.
The only problem is that the magazine will grant this “VIP Access” a month after most people would have already read it on their favorite celebrity blog. Not to mention the magazine will cost, though the price is not mentioned in the release. This is not to say that there isn’t market for print magazine, but as the market starts to trend towards online, this does not bode well for the long term growth implications for Juicy magazine. But don’t take my word for it; just read the comments on the XXL blog post announcing Juicy. Seem’s like their community doesn’t believe in the product.
Oh and BTW, the notion of a celebrity focused magazine for Black women is far from revolutionary. You all may recall Vibe’s release of “TheMost!” magazine and our interview with then CCO Danyel Smith just before their subsequent demise and rebirth in 2009. I’m not saying that XXL will suffer the same fate; I’m just saying the writing is on the wall. Either way we will keep you posted.
Category: Featured, News | Tags: harris, harris publications, juicy, juicy magazine, juicy xxl, print magazine, xxl
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Great news will look forward to get the issue as soon as gets out!
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This sound interesting and great news
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What about focusing on long-form pieces and evergreen content? I think print magazines have the opportunity to do more with investigative reporting, opinion pieces, and the like.
You're right, all print magazines including the ones mentioned in this press release have issues with lag, but that + cost + the lack of advertisers are seem to be plaguing print magazines right now. I didn't mean to make it seem like this was a gossip only problem, but we've seen some really great publishing companies including Vibe and Conde Nast attempting to fight what seems to be a loosing battle of printing in a digital age.
While I understand where the author of this post is coming from the concern of {granting this “VIP Access” a month after most people would have already read it on their favorite celebrity blog.} is something that I'm sure most publications go through.
There are two things I think they need to do to avoid ending up in the print magazine graveyard.
1) Instead of a tabloid/gossip magazine, they must approach stories from a different standpoint. Report the juicy gossip but let readers get something of substance from it.
2) Also, the magazines that they mentioned, People, US Weekly, etc. all come out once a week. Hopefully they will eventually take this approach. If not they may be in for a major eye opener.