The technological age has brought to us many new and wonderful ways in which we can confer with one another, sharing our thoughts and ideas, and possibly dispelling the notion that we individually harbour thoughts and ideas that no other human shares.
Technology has successfully bridged the gap between communication from one country to another, making conversations more sociable by initiating the participation of a wider group or audience all at the same time.
Through the emergence of blogging and the rise in blog sites, it has fuelled the rise in magazines and periodicals aimed at particular areas of interest, hobbies and pastimes.
Identifying whether or not a magazine fits into the category of niche or mainstream is very easy to identify. If the subject matter or topic covers areas that are commonly known or widely accepted as the norm by the general public, or if the subject matter is ‘tried and tested’ a million times over, then it is more likely belonging to the mainstream magazine group, with the lions share of subscribers. However, if the magazine covers topics or areas not widely accepted as the norm, and is unique in its approach, avant-garde or ground-breaking in it’s communication techniques, with a faithful, regular, smaller band of readers or subscribers, then this tends to fit in with what we call a niche magazine.
Changing times brings with it changing attitudes and practices. Now more than ever, we see people wanting to embrace their uniqueness, and willing to nurture and express their individuality. An increase in hobby pastimes, or individuals turning hobbies into professional business ventures is on the increase.
It is these practices that bring about niche ideas, topics and products. The necessity to provide an avenue to help spread the word regarding these niche ideas, gives birth to niche magazines and periodicals.
Mainstream magazines will however be with us for some time, as they usually represent the uniformed thought patterns of the mass, and as the mass are obviously greater in number, there tends to be larger amounts of revenue generated within mainstream media, by way of subscription, advertising and marketing. Mainstream media tend to play it safe, and stick to good old trial and tested formulas, rather than breaking the mould, and acting in a seemingly uncharacteristic manner, which my lead no doubt to the loss of readers and aid falling profits.
Niche magazines concentrate on specific topics, such as knitting, the underground fashion or music scene, sky boarding and so on… What these niche magazines bring to the table are unique selling points. It is the unique selling points of these niche magazines that bring in specific readers and identify potential subscribers.
Fashion magazines Elle Magazine, Vogue, Tatler and Harpers & Queen, are prime examples of long standing mainstream media periodicals with very profitable enterprises and a large readership base. Alongside these are niche magazines such as Visionaire and I-D Magazine, whom are on the fringe of fashion,and their identity reflects through the characters of their trusty readership group. These fringe groups are growing in number, and acquiring the interest of new groups and individuals, through their individual attempts to break out of the mass ‘bee hive ‘ mentality and to fulfil their desire to learn something new, or to generally satisfy their own curiosity.
