Tuesday, April 22, 2014

Empire strikes back in the battle for readers by embracing digital

http://www.theguardian.com/media/2014/apr/22/empire-strikes-back-magazine-wars
Empire magazine
Empire magazine sells 145,000 copies a month

Between 2007 and 2012 total circulation declined 30%, from 1.68m copies to 1.17m copies per annum, with advertising falling a third to £537m a year.
Mark Dinning, Empire's editor-in-chief, says the title has embraced the digital age – X-Men stars including Hugh Jackman and Jennifer Lawrence created a "social media storm" after a stunt tweeting the 25 covers of its special February edition – with the print edition receiving increased investment.
"We have revelled in digital," he says. "Upped word counts, kept paginations, introduced more lavish photography than ever before. There is blood on every page. We have also benefited hugely from the industry we report on, breaking world exclusives. I categorically believe it is the place for it in the monthly magazine."