Mr. Magazine's 1998-in-review
© 1999, Samir A. Husni, Ph. D.

Ink and Paper Are Here to Stay

How amazing was the magazine industry last year? Well, I'll put it this way: My 160-mile weekly trek to the newsstand and back was worth every single tank of gas. I started tracking new magazine launches 21 years ago (although I've only been making that trip since 1985), and I have never seen a year like 1998, complete with a record number of new titles. A non-stop force of new magazines were launched throughout the year, even in the doldrums of December when the number of new titles was more than double the number of launches the previous December. In April, nearly 140 titles debuted-an almost unheard of number for April or any other month. And despite the predictions that the Internet would cripple the industry, I think it's apparent that ink and paper is here to stay.

But 1998 wasn't just about numbers. Although we had title after title debut, there were a few that sent shock waves throughout the industry, spawning competing titles and forcing changes to be made at others. Before ESPN The Magazine, my pick for most notable launch of the year, even launched, changes were being made at competing titles. The Sporting News was overhauled and Sports Illustrated did some major tweaking with its design. Sport underwent no less than two major overhauls and bought and killed Inside Sports. All of this was before ESPN The Magazine even made it to the newsstand. Since the magazine's launch, everything from its eye-catching design to its sharp editorial has been reflected in magazines in all categories.

Not far behind, in terms of making a huge impact, however, was Teen People. Fanzines, magazines that focus on groups like 'NSync and The Spice Girls or shows like Dawson's Creek or Buffy the Vampire Slayer, were unstoppable after Teen People's launch. Celebrity Style and Teen Celebrity are two of the latest titles to get in on the action in an effort to capture some of this invaluable audience.

• If a magazine could survive on publicity alone, then Brill's Content would live for eternity. The first issue generated enough talk and controversy inside the Beltway to sell quite a few issues, but since the buzz has worn off, it's not going to be the easiest magazine to sell.
• Regional titles provided some heavy competition for established national magazines last year. Water's Edge "reflected life on the Northeast Florida Coast" and vied for some of Coastal Living's readership.
• Flaunt magazine, which debuted in December, barely made it in with the 1998 titles. Still, it is my choice for best-looking magazine of the year. Flaunt is reminiscent of Flair magazine of the 1950s, complete with dye cut covers, half pages and tedious-looking layouts.
• Rebecca's Garden is the magazine of the syndicated TV show by the same name featuring gardener Rebecca Kolls. The magazine is part of a fast-growing TV, book, and web site media empire.

Titles such as Teen People, ESPN The Magazine, Hit Sensations Presents, Beans!, Beanie Mania, Low Rider Euro, Candy Girls, Ultimate PC, Miller's Fashion Doll and Rodder's Digest Motorcycle were not only among the top performers on the newsstand, but also examples of titles that brought in more money for retailers. They were part of the teen, sports, hobby/collectibles, media personalities and computer games categories that dominated the year. And my prediction for 1999? Hot, hot, hot! Ink and paper is here to stay.