Another print-based magazine is about to byte the dust. Women’s magazines have their biggest sales at supermarket check-out lines. But these days, women with money have smartphones.
Do they buy a women’s magazine to browse through while they are waiting? Not any more. They check their smartphones.
Cosmopolitan‘s print-based magazine sales fell 18.5% in 2012. That is not just a decline. That is over the falls.
It gets worse. This decline came in the second half of the year. This means that the old browsing habits are being abandoned at a truly revolutionary speed. This is a complete change in reading habits. This is irreversible.
It’s happening to all the check-out line magazines. The captive audiences of three generations are no longer captives. The single sales copies of four other women’s magazines declined at double-digit rates in 2012.
This decline is hitting all print-based magazines. Newsstand sales were down 8.2%. But women’s celebrity magazines were hit the hardest.
The times they are a changin’.
This means that the next segment of print media is dying. The Establishment press is a dinosaur. It’s in the tar pits. It will not be with us for much longer.
Think of every smartphone as a gun aimed at the heads of print-based media. Think of this as guns without gun control, background checks, or the BATF.
My advice: “Pull the trigger! Put them out of their misery!”
This news comes from London’s Financial Times. It’s business news. (Note: when you click through, don’t leave the page. You get locked out if you do. You will then get a sales pitch — and no article — when you return to the page on the same computer.)