International magazine launches to drive slow recovery process

September 2010 saw the highest number of international magazine launches, according to the findings

Global magazine media association, the International Federation of the Periodical Press (FIPP), has pointed out that the industry has seen 106 cross-border magazine launches in the 12 months to September 2010, which could be instrumental in accelerating the slow recovery of the industry.

Despite slow growing advertising revenues and dwindling copy sales in many markets, magazine companies have gone for higher number of international launches, with Asia-Pacific leading the trends, followed by Western Europe and Central and Eastern Europe.

September 2010 saw the highest number of international magazine launches, according to the findings of a survey, 'World Magazine Trends', compiled by FIPP in association with ZenithOptimedia, which also makes its own forecasts and analyses. FIPP collects the data through contributions from national magazine associations and publishers.

However, FIPP warned that North America, Asia Pacific, Western Europe and Eastern and Central Europe will bring in advertising revenues "significantly lower than pre-recession levels" in 2012.

These developing markets will account for 31 per cent of the global advertising spend this year, thus becoming the mainstay of the slow recovery process.

The US, which enjoys the largest circulation of magazines, saw advertising revenues fall by more than 27 per cent between 2008 and 2009.

On the contrary, advertising revenues have already started to recover in neighbouring Latin America and Asia Pacific, with the exception of Japan.

FIPP predicted that the market for magazines in Central and Eastern Europe will start to grow in 2012.