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Magazines statisfying niche markets are survivers

出自香港新聞網 - 樹仁新傳系學生實習習作

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A senior magazine editor said that publications covering special interests would find it easier to survive in a dying industry because of loyal readers.


Nowadays, print media are facing a difficult condition because of the rise of multi-tasking online news media and free newspapers. Someone may question that professional magazines and luxurious magazines which are expensive and not favourable for the general public.


Jack Forest, editorial director of Timesquare (Hong Kong) Co Ltd, said that professional magazines which were more likely to be survival for numerous printed media in this dark age of press industry, although the sales volume of most printed readings has declined sharply.


Forest who has worked for many Chinese magazines by interest said that unlike newspaper which can be replaced by many other news carriers as if online news and free newspaper, professional magazines are relatively hard to be replaced.


“The sales volume of these professional magazines are usually stable because they get support from their loyal readers, ” said Forest, “These readers have to read particular magazines for acquiring professional and expert information.”


He said those professional magazines put their focus on their own niche market which was a small but stable market with a fixed number of loyal readers. Also, those professional magazines had developed a tight commuication with their readers.


“It is a true connection between this kind of magazines and their readers who would like to trust these professional publication rather than other information sources such as online news,” said Forest.


He added that magazines should maintain the quality of their products and ensure that the content was able to attract their readers. Also, quality articles with unique angles and incisive point of views were vital to an outstanding magazine.
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