Shrewd print and online strategies have helped New York magazine to defy the global downturn in magazine and newspaper market. In an article published by AdAge, Matthew Flamm writes that the magazine has experienced its best year in a decade, and it’s not hard to understand why. 2012 has seen the title win a flurry of awards, expand its online presence and attract national and international audiences.
It’s a story that sits at odds with the fortunes of the American magazine industry in general. The Audit Bureau of Circulations (ABC) reported a 10 percent decrease in magazine newsstand sales and a month ago the Publishers Information Bureau revealed that advertising has suffered an 8.8 percent year-on-year drop. Newsweek’s financial crisis may be the most extreme example of a magazine in decline, but other major magazine brands at Condé Nast, Time Inc. and others are suffering from loss of ad and circulation revenue.
So how exactly has this supposedly regional magazine managed to boost revenues and attract 4.8 million unique online users in August alone?