Magazines: Putting the pieces together

Putting the pieces together is what all magazines, regardless of sector or country, try to do periodically for their readers: magazines help us to make sense of it all - whatever 'it may be. In April's issue of Magazine World we try to make sense of where our international publishing community finds itself after the first quarter of 2003, and many signs are positive.

Putting the pieces together is what all magazines, regardless of sector or country, try to do periodically for their readers: magazines help us to make sense of it all - whatever 'it may be. In April's issue of Magazine World we try to make sense of where our international publishing community finds itself after the first quarter of 2003, and many signs are positive.

The US has started strongly, with year-on-year ad revenues for January and February up 9.5% and 10.2% respectively. This, accompanied by a steady climb in ad pages and national readership figures, suggests that a tentative advertising recovery has begun. A view supported by the growing number, and increasing value, of magazine transactions towards the end of last year.

In Asia-Pacific many countries have maintained constant growth throughout the first quarter, building on 2002s 5.4% growth. This healthy climate has enabled a number of publishers in the young markets to achieve notable successes over the past few years.

As far as Europe is concerned, it appears that advertising markets are generally not performing as well as their Asian or American counterparts compared to last year. However the less-than-dramatic fluctuations in ad spend (Germany down, Spain slightly down, UK static to slight growth) have all the indications of an industry neither growing nor contracting, but instead looking like one 'on-hold.

As I write war has started in Iraq. We cannot be sure how long it will last or how it will impact the publishing community, however we do know that the main uncertainty in the global economy since last December (war) has now been removed. It is no longer a possible event which needs to be cautiously accounted for, it is here. While there are fears the conflict could delay hopes of an international ad recovery, others believe an end to the paralysis in client spending will have a positive impact.

Oliver Wolf, head of media sector and corporate finance at PricewaterhouseCoopers, said: If the situation seems to be going all right, all the ads that have been held over in the short term will be launched. The threat of war has been a big barrier to investment, so for that to be removed could cause the business sector to be more healthy."

And so it is with short-term uncertainty as its backdrop, the FIPP World Congress will convene in Paris at the end of May. Strength will be drawn from the ever increasing readership and circulation figures being posted around the world. And strength too, from the great magazines that continue to be produced, thanks to the illustrious performances of those who create the editorial, sell the ads, attract the readers, produce the copies and balance the books. By 'putting the pieces together, the Congress and its high-level speakers will help pave the way for future success. Its timing is pivotal. I look forward to meeting many of you there.

Arif Durrani
Editor
Magazine World

For further information on the Congress visit www.fipp2003.org

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