Any Wizard readers/subscribers?
I ask, because I think this magazine needs to be put on Marlan's deathwatch list.
The new issue hit my mailbox a few weeks ago. It's Calista Flockhart thin. And it has about as many ads as the last issue of Pulp Legacy, as in very, very FEW.
Check it out -- page 1 is the table of contents. That's valuable real estate to an ad salesperson, and here it is, being used as the TOC. The magazine is an anemic 96 pages. Remember when this book used to be 200+? Granted, that was in the days they published an in-depth price guide with every issue.
Here's a rundown of the major ads in this issue:
Inside front cover: Marvel (full page)
Page 3: Star Trek/eSurance (full page)
Page 5: Topps Obama trading cards (full page)
Page 7: Midtown Comics (half page)
Pages 8-9: Wanted video game (spread)
Page 35: HOUSE AD (full page)
Page 67: HOUSE AD (full page)
Page 69: HOUSE AD (full page)
Page 71: HOUSE AD (full page)
Page 79: HOUSE AD (full page)
Page 88: Classifieds
Page 89: Wonderland Chronicles (full page)
Pages 92, 93, 94: House, house, house (full pages)
Inside back: Marvel
Back cover: Wanted
There were also 2 half-page Marvel ads that I skipped over.
I'm not claiming to be an expert on the magazine business, but a friend I know thinks he knows a thing or two. Eight full-page house ads in a 96-page book isn't bringing any money in, folks. And 8, maybe 9 real ad pages in a 96-page book? That's a 9% ad to edit ratio. Check out any other magazine you get... the ratio of a healthy magazine is closer to 60/40 or 50/50.
I'm not wishing ill on Wizard. I'm just wondering aloud if the magazine can remain profitable with ad/edit ratios like this?
I've put up a new poll on this topic. Check it out, let me know what you think.
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4 comments:
And now, there's this, regarding Playboy: http://www.foliomag.com/2009/playboy-cutbacks-help-offset-revenue-declines?utm_source=bm23&utm_medium=email&utm_term=Playboy+Plans+%26%238216%3BRadical+Changes%26%238217%3B+to+Print+Model&utm_content=sjones%40gcsaa.org&utm_campaign=FOLIO%3A+Alert+05.12.2009
They mention they're going to cut their publishing frequency, combining the July and August issue into one issue.
I haven't subscribed to Playboy in a while. That magazine, to me, is an institution. If a mag like Playboy is struggling, what is happening to other popular entertainment mags?
I can remember picking Wizard up when the first issue hit the stands. Back then, I knew zip about what went on in the industry. I used to marvel (no pun intended) at some of the behind the scenes stuff they would put out, interviews with creators and what not. As the years went by, however, Wizard became less of a cover to cover read and more of skim the highlights book that I would flip through on the can. I haven't read a Wizard in almost a year and truth be told, I really don't miss it.
Wizard died for me some five years ago.
As for what's happening to other magazines? It's all about the internet. Until people, particularly Americans, spend more time actually reading, we can expect more and more magazines to die slowly. Sci-Fi mags are disappearing and downsizing like crazy.
At the end of the day it's all about money. If a magazine or any business isn't making money, they won't be in business for long.
I get the impression Wizard had it's moment, grew, expanded (toys, cons, etc), and now is nearing the end of its product life cycle.
I still read Wizard, but it's not so much as a slobbering fun as it's a biased information source. I'm not big on surfing on the Web, so I like having something in my hands I can toss around. Most of the articles are fluff, but I always seem to learn something. Kind of like People for nerds.
The entire publishing industry is being hammered at the moment. Nothing is safe.
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