The document discusses the death of magazine brands through examples of international magazine launches and closures. It provides examples of magazines that failed due to diverging from their editorial concept, conforming too closely, having too small a market, facing too much competition, having weak editing or management. It acknowledges brand advantages but notes branding alone cannot save magazines that face these fatal flaws.

1. THE DEATH OF BRANDS?
™

3. FRENCH
GLAMOUR
1988-1995

4. KOREAN
GLAMOUR
1997-1998

5. SINGAPORE
VOGUE
1994-1997

6. GERMAN
MISS
VOGUE
1988-1991

7. ITALIAN
VANITY
FAIR
1990-1991

8. GERMAN
MARIE
CLAIRE
1989-2003

9. ITALIAN
COSMOPOLITAN
1973-1997

10. AUSTRALIAN
ELLE
1990-2003

11. GERMAN
FORBES
1990-1995

12. ITALIAN
FORTUNE
1989-1991

13. JAPANESE
GOOD
HOUSEKEEPING
1997-1999

14. U.S.
GEO
1979-1985

15. SPANISH
MAXIM
2000-2003

16. FRENCH
GLAMOUR
1988-1995

17. Coroner’s
Verdict:
Diverged
too far from
editorial
concept

18. KOREAN
GLAMOUR
1997-1998

19. Coroner’s
Verdict:
Conformed
too closely to
the editorial
concept

20. SINGAPORE
VOGUE
1994-1997

21. Coroner’s
Verdict:
Market
too small

22. ITALIAN
COSMOPOLITAN
1973-1997

23. Coroner’s
Verdict:
Wrong
partner

24. AUSTRALIAN
ELLE
1990-2003

25. Coroner’s
Verdict:
Too much
competition

26. GERMAN
FORBES
1990-1995

27. Coroner’s
Verdict:
Radically
changed
publishing
frequency
and concept

28. GERMAN
MARIE
CLAIRE
1989-2003

29. Coroner’s
Verdict:
Editorial
weakness and
strong
competition

30. Are magazine brands worthless?
Of course not

31. Brand advantages
1. Concept (if adapted)
2. Advertiser confidence
3. Hiring staff
4. Promotional edge

32. But branding is not
enough to save you if…

33. Fatal flaws…
1. Concept poorly adapted
2. Bad partner
3. Market is too small
4. Too much competition
5. Poor editing and/or management

36. is not enough

37. SERBIAN "LEA"
2002-2005

38. Coroner’s
Verdict:
Bad frequency
(every two weeks)
and too much
competition
("Lisa" and "Blic
zena")

39. SERBIAN
"PC magazine"
2004-2006

40. Coroner’s
Verdict:
Strong
competition ("Svet
kompjutera", "PC
Press", "PC
World"...),
wanderings in
concept

41. SERBIAN
"METAL
HAMMER"
2005-2006

42. Coroner’s
Verdict:
Market too small
for such
specialised
magazine

43. SOMEONE
MENTIONED
CANNIBALS?
Raft of the Medusa (1818-1819, Louvre), by Théodore Jean
Louis André Géricault (1791-1824),

44. AUTO START (2005) AUTO BILD (2006)

46. SUCCESSFUL
RELAUNCH

47. 100000
120000
20000
40000
60000
80000
0
br.458
br.459
br.460
br.461
br.462
br.463
br.464
br.465
br.466
br.467
br.468
br.469
br.470
br.471
br.472
+ 249%
br.473
br.474
br.475
br.476
br.477
br.478
br.479
br.480
br.481
br.482
br.483
br.484
br.485
br.486
br.487
br.488
br.489
br.490
br.491
br.492
br.493
br.494
br.495
br.496
br.497
br.498

48. THE
IMPORTANCE OF
BEING FIRST
average :
400.415 readers
during 2009 SMMRI

49. JOY 140.696 SMMRI - 2009. CKM 138.592 SMMRI - 2009.
figures showing the number of average readers, during 2009 SMMRI

50. WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2001.

51. WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2002.

52. WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2004.

53. WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2005.

54. WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2006.

55. WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2008.

56. WOMEN’S LIFESTYLE MONTHLY MAGAZINES
99
dinara
Mart/april ‘08
Broj 2 • Mart/
april 2008.
Cena: 99 DIN
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57. Politički nedeljnici
Standard Evropa
2006-2009 2004-2008

58. Dnevne novine
Gazeta Glas javnosti
2007-2009 1997-2009
Sutra Borba
2007-2008 1922-2009