This special report focuses on the mounting pressures facing the magazine industry today. An influx of new titles, rate busting and slow advertising growth in the fashion category has fueled the competitive fire.
In "The Big Push" on page 6, WWD explores current business conditions and what publishers expect in 1995. Fewer fragrance launches, later bookings and retail consolidations are some of the hurdles publishers face next year.
WWD also looks at why it's so difficult to make money in publishing, and why it still attracts so many new entrants, in "Who's Making Money?" on page 18. The story notes that half of all new consumer magazine titles die before their first anniversary and only two out of 10 survive their first four years.
The teen market is also going through some changes. Most notable is the sale of Sassy, one of the more controversial titles to hit the newsstands in the late Eighties, but a victim of the advertising squeeze. Several new teen magazines are having problems breaking into a field dominated by Seventeen, but even Seventeen is feeling the heat from YM. "Teens: Survival of the Fittest" appears on page 10.
The men's field, which has been been a pocket of opportunity for publishers, is rife with change. New editors, new publishers and a host of niche publications, like Men's Health and Men's Journal, are eating away at the venerable GQ and Esquire. Rolling Stone, meanwhile, has stepped up its fashion and men's lifestyle coverage, claiming a chunk of the fashion advertising out there. "The Men's Wars" appears on page 28.
The magazine business, both here and abroad, is riding the ebbs and flows of the economy. Magazine publishers are bracing themselves for the challenges ahead and are doing everything they can to stay ahead of the game, as well as in the game.

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