Audience Engagement Digital Publishing
2 mins read

Podcast: Sally Hampton on why magazines have a bright future

Magazine publishers have struggled to keep up with the growing pressures emanating from a declining print industry. However, on this week’s episode of the Media Voices podcast, the team are joined by Sally Hampton who explains why magazines are set for a bright future.

Hampton is Consumer Magazines Publisher for DC Thomson Media and is responsible for leading a diverse team of media professionals who produce a variety of content to a range of consumers via print, online and face-to-face.

Headquartered in Dundee, Scotland, and still privately owned after more than 130 years, DC Thomson Media owns some of the UK’s most iconic and dynamic publishing brands including The Beano,  Shortlist Media, 110% Gaming, as well as a number of regional newspaper brands.  

Key takeaways from this latest episode include:

  • Identifying a demographic: In a print world where niche magazines are thriving, Hampton explains the importance of knowing not just who the reader is but who the commercial partners are as well. Hampton emphasises how publishers can thrive healthily in the print industry with this in mind.
  • Does commercial focus hamper creativity? As bloggers and Instagram influencers continue to rise in the digital era, publishers have been forced to balance ‘ad focused content’ with creativity. Hampton explains that reaching a point where both parties benefit is key for magazine publishers to succeed.
  • Growth strategy: Diversification is extremely important when implementing a growth strategy. Hampton refers to her role with The Scots Magazine and how creating a diverse revenue stream was key in developing a successful growth strategy for the title.

In the news round-up, the gang discuss the Independent’s paid-for subscription model, whether it matters if print audiences don’t follow when newspapers go digital only, Apple foibles, and Comcast’s purchase of Sky. Peter’s view of the Telegraph’s readership is best described as ‘Dickensian’.

Photo: Dundee V&A Gallery