“The assumption in creating a magazine has to be that this growth and maturity will come. Statistics suggest otherwise – about half of all new publications in thw
will not reach their first anniversary, and 70 per cent of those that fail will not even have had a second issue. USA
Through lack of planning and forethought about distribution, about 25 per cent of new magazines in the
never even have the chance to put their launch issue on the newsstands. USA
However, once you make it through that tricky start phase, the newsstand is more forgiving than it used to be.
My research shows that a magazine born in the late 1970s had a life expectancy of 1,5 years – a magazine today can expect 2,4 years of life”
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