Editor’s Note: To see the list of the 2012 consumer magazine launches, visit the Mr. Magazine™ Launch Monitor.
By Samir “Mr. Magazine™” Husni, Ph.D.
From American Frontiersman to the Zombie Nation, 2012 was the year for running the gamut on niche magazines. You could be a Modern Woman while admiring the Beautiful You, all with the flick of a page. For those naysayers who are crying from the rooftops that print is dead, check out these facts:
There were a total of 870 new titles on the newsstands in 2012, with 242 of them publishing with a regular frequency. Not since 2007 have we seen numbers that impressive. In that illustrious year (2007) there were 715 total new magazines, with 248 publishing regularly.
The categories reflect the specificity that publishing today demands; from art to women’s interests, being a niche market was the bulls-eye to aim for. Success fairly oozed from the pointed hit almost each and every time. While the epicurean delights still ruled book-a-zine-land and special interests overall, lifestyles came in at a close second. To see new print titles exceed the numbers from 5 years ago only reinforces my mantra: You can’t keep good ink on paper down; at least, not for long.
My top 5 Most Notable Launches for 2012 could be described as eclectic and controversial as the year itself. But the criteria for a notable launch is based on so many different factors that have absolutely nothing to do with tragedy and horrific events from our world today, yet magazines can’t help being the mirror from which society’s reflections are made visual.
Take the year’s Most Notable Launch overall, there was a tie for 2012
1. Recoil 2. Highlights – Hello
These two magazines go from one end of the spectrum to the other. With Recoil, you have an artfully-done, gun-lifestyle magazine that is selling for as much as $125 an issue on e-bay. Unbelievable, you might say, nevertheless, very true. For the gun enthusiast, this magazine is the answer to a prayer and proudly promotes the Second Amendment without apology.
Controversy surrounds this publication today, in more ways than one, as Recoil’s editor, Jerry Tsai, resigned in Sept. 2012 after basically calling Recoil’s support for the Second Amendment rights into question. It was too late after Tsai said that MP7A1’s were unavailable to citizens and for good reason. No amount of retraction, or good intentions could fix it, so Tsai resigned.
Then you have the other end of the rainbow where bright colors and children’s laughter live: Highlight’s Hello magazine.
Highlight’s Hello received the Magazine Innovation Center’s inaugural award for Excellence at the 2012 ACT 3 Experience. Aimed at children aged 0-2, the magazine is filled with things very young children can grasp and grow with. It displays the hope we have for the future through our children.
5. Cosmopolitan for Latinas
The last three are unique and engaging in their own right.
Dujour is a magazine that takes no prisoners and asks for no forgiveness. The upscale magazine targets an audience with a net worth of $5 million or more. That in and of itself, speaks volumes (no pun intended) and shows why it made the top five; for bravery alone, yes, but also because it’s a well put-together magazine that is a joy to read and to simply hold in your hand.
Howler Magazine is a new magazine about soccer, but it’s so much more than that. It’s a completely independent project that promoted itself through social media and word-of-mouth and was publicly and crowd-funded. It’s an amazing endeavor that shows initiative and courage and is a pleasure to read. It’s built on the same principals as this country: if you can dream it and you work hard; you can do it.
Cosmopolitan for Latinas is a magazine which shows how important diversity and fragmentation are in our country today. We are a melting pot of ethnicities and this magazine takes one section of that pot and works it to good advantage. It is enlightening and ingenious and a welcomed addition to our industry.
So, as we reflect upon the year 2012, and on all its joys and excitements, let’s remember that magazines exist to provide our readers with an experience they’ll never forget. And I believe we can all agree 2012 has provided that and so much more.
Until next year…All the best
Samir “Mr. Magazine™” Husni,