A couple of years ago, when IGN Entertainment began talks to acquire my then employer, I heard one of their VPs say that “men don’t read magazines anymore, only women do.” At the time I thought it was an odd comment; after all, I had flown to that meeting and I recall reading a couple of magazines on the flight alone. I also know that my “personal library” boasts a very impressive magazine collection…
Over time, however, I realized that indeed, men were turning away from magazines and reading online sources. This past weekend, I walked into a pharmacy as my wife went to get some pictures developed, I went straight for the magazine rack. Anyone that says that magazines are dead is crazy: the issue of Vogue was thicker than a brick (the one with Kirste Dunst on the cover dressed like Marie Antoinette), but, as I gazed around the racks, I saw one distinctly male magazine: GQ. The rest targeted women. Of course, this being a pharmacy which carried but a small percentage of what is out there, it is fair to assume that more women than men shop in pharmacies and as such, the magazine supply reflected that. But, even when you go into magazine stores, you see that men’s titles are lean and reflecting of a mature and declining ad market for print and magazines; whereas women’s magazines seem to be thriving. Maybe the IGN executive was not crazy after all (well, not crazy for that… anyway).
All to say, today Advance Publications’ American City Business Journals buys “Sporting News” and subsidiaries. Advance Publications owns Conde Nast…
Read more. I know, what a long freaking prelude…
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