Interiors: is print media really in decline?

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It’s been widely reported that print media is in decline; this is no surprise given the surge in online platforms and social media channels such as Instagram and Pinterest. Never has there been more choice for how we choose to access information and learn about the latest trends.

 

One industry that’s bucking wider media movements is the interiors sector. In fact, interiors magazine sales appear to be on the up. Whilst many established women’s weeklies have closed in recent months, we’ve seen new glossy interiors titles land on the shelves. These include popular Scandi-style magazine Enki, which just celebrated its one-year anniversary, along with Disegno, Design Anthology, Modern Home and Scandi Living, to name but a few.

 

Print media is consistently thinking of ways to keep up with the digital platforms, due to customers expecting easily accessible ways to search for items to purchase. There is a new app available, “ownable”, which allows customers to see products in a magazine, input the product into the app and pay for it, in just a few taps.

 

 

Bisque – Tetro radiator volcanic – credit: madaboutthehouse

 

Prior to the days of the influencer bubble – which exploded with Instagram specifically – interiors magazines previously featured homes from designers and architects; whereas nowadays, you will find exclusive images taken from a well-known interiors influencer’s newly refurbished home. These case studies will always include a ‘get the look’ section, showcasing all product details or similar products for individuals to purchase and create the same look at home. It is also highly likely that the specific influencers that are featured in print will see a large spark in followers on their social platforms after featuring in print magazines.

 

Of course, we need some facts and figures to back this up. Overall, TI Media suffered the largest decline last year (-11%), followed by Hearst (-8%) and Bauer (down by 3%). However, high end interiors magazines such as House & Garden and Elle Decoration still saw a 2% growth, according to stats from August 2018 on Campaign Live. Furthermore, Angie O’Farrell, group managing director at TI media commented: “Our homes portfolio retains its market-leading position and Ideal Home has regained the number one position on the newsstand. Homes & Gardens has grown its combined print and digital ABC by 0.8% on the period with a new figure of 95,840, and Livingetc’s newsstand sales have risen by 1.2%. In the coming months, we’ll begin redeveloping our homes brands and we look forward to building on our successes.”

 

These reported positive figures amongst the interiors press are indicative of the industry as a whole, which was recently reported to be “thriving”. If you’re keen to find out more, take a quick peek at our recent blog on the subject here.

 

 

Finally, the second and our most recent Rooster Session delved into this subject a little more with a helping hand from our expert panel, comprising journalists from Kitchens, Bedrooms & BathroomsHouse & Garden and Mad about the House. Keep an eye out on our blog on Monday for all the action!

 

 

Victoria + Albert Baths – Amiata bath – credit: 2LG Studio

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