Magazines need social media to survive

Smart magazines must integrate social media into their daily business model to survive the volatile local market, Cleo magazine editor Natalie Pool said this weekend, while confirming that her magazine would fold.

Less than three months ago, the R22.95 magazine celebrated Bonang Matheba as the first local star on its cover since its June 2007 launch, but she might be the last. The final edition hits the shelves in February.

Last month's third-quarter figures from the Audit Bureau of Circulations (ABC) showed Cleo magazine's total circulation had dipped to 19 733 from 21970 in the previous quarter. Yesterday Pool said the numbers had worsened since.

"Unfortunately, [rumours of the closure are] true. It's been a tough year for us, so instead of cutting corners and producing a substandard magazine we've decided to close."

Tswelopele Publishing's Top Billing magazine publisher and managing editor, Hayden Fortmann, confirmed that the December/January holiday issue would be the last. The magazine dropped 38% in year-on-year sales according to the ABC.

Pool added: "The economy is risky and magazines are now a luxury. I don't have the figures offhand, but when our numbers fell below 20000 it became a worry for us."

Pool, Heat magazine's former TV editor, said only the digitally savvier magazines would survive the current slump.

"The magazine market is very unpredictable. But on the upside magazines launching now can thrive if they integrate social media like Twitter and Facebook, and develop applications and digital versions of their magazine. I hope publications survive because I love magazines."

Women's general-interest magazines - including Cosmopolitan (from 89384 to 81291), Glamour (from 82190 to 78045), True Love (from 82535 to 81633), O Magazine (from 52659 to 40627) and Real Magazine (from 55229 to 53369) - have all shown a decline.