Posts Tagged ‘weekly magazines’

The slow death of the weekly magazine

December 19, 2015
Declining sales for general weekly magazines

Declining sales for general weekly magazines

The war years were a fantastic time for the photography-based general weekly magazines and their high sales continued into the start of the 1950s, as this chart from the Financial Times in 1959 shows (April 16, page 10). Just these four titles – Picture Post, Illustrated, Everybody’s and John Bull – had a combined sale of about 4.5 million copies a week. That is a staggering figure by today’s standards.

Television was gaining a foothold in Britain’s households and, as the chart shows, first Picture Post and then Illustrated folded. Everybody’s also was not long for the world, merging into John Bull in 1959. A year later, John Bull relaunched itself as Today, but that only delayed fate and it was subsumed by Weekend in 1965.

The BBC took away readers and from 1955 commercial television took away both readers and advertisers. Magazines still had a monopoly on colour advertising over newspapers and television, but then the Sunday Times launched its colour supplement in 1962 and colour TV appeared in 1967, with Britain becoming the first country in Europe to offer regular programming in colour – four hours a week on the BBC. Two years later, both the BBC and ITV were regularly broadcasting in colour and 12 million households owned a colour TV set by the early 1970s.

These TV and newspaper trends saw off other weeklies, such as Tit-Bits and Weekend in the 1980s. It’s been a similar story for women’s weeklies.  In 1959, market leader Woman was selling 3.2 million copies a week, alongside three other titles over the 1 million mark; today it’s less than a tenth of that at about 250,000. Of course, new titles have come along with market leader Take a Break was selling 1.2 million in 1990; today its ABC sale is half that figure.

>>A History of British Magazine Design by Anthony Quinn (May 2016, V&A Publishing)

 

Lilian Hocknell’s cute kids still have vintage value for women’s magazines

June 21, 2015
Lilian Hocknell artwork revived for Christmas 2014 Vintage View from Woman's Weekly magazine cover

Lilian Hocknell artwork revived for Christmas 2014 Vintage View from Woman’s Weekly magazine cover

Woman’s Weekly has been one of Britain’s most popular magazines for more than a century. The cover here is from a compilation magazine – Vintage View – of its past articles as owner Time UK exploits its archive. Although no signature is visible, it’s clearly by Lilian Hocknell, who was renowned for her illustrations of children in the art deco period leading up to the Second World War. You can even recognise the same cute toddler from this Mother cover of 1936:

Mother magazine cover of child with toys by Lilian Hocknell from November 1936

Mother magazine cover of child with toys by Lilian Hocknell from November 1936

Woman’s Weekly was originally published by Alfred Harmsworth’s Amalgamated Press (later rebranded as Fleetway), which was one of the three big groups that formed IPC in the 1960s and is today controlled by the US published Time Inc.

In its late 1950s heyday, Woman’s Weekly sold 1.5m copies a week and was one of IPC’s ‘big three’ women’s weeklies that ruled the roost in that market until the arrival of new niches in the 1980s, such as Best from Germany and the celebrity weeklies such as Hello and Heat. The other members of that vaunted trio are Woman (originally Odhams Press) and Woman’s Own (George Newnes). In 1959, they were massive money spinners, selling in total about 7 million copies a week between them. Then, both Woman (3.2m copies a week) and Woman’s Own (2.4m) outsold Woman’s Weekly (1.5m). Today, all have dropped sales but Woman’s Weekly has overtaken its rivals. The respective totals are 252,000, 220,000 and   307,000.