By Koketso Mamabolo
We’re more online than ever before and mass digitalisation is showing no signs of slowing down. We’re signing documents online, learning online, even our assets are online. If it hasn’t already been digitised, someone somewhere is working on it, and the natural progression from print to digital is no exception.
Magazines continue to prove the naysayers wrong. Far from fading into irrelevance, the industry has shown steady growth thanks to the power of digital publishing. According to IMARC, the global magazine publishing market reached $103.6-billion in 2024 and is set to grow to $120.9-billion by 2033.
Here in South Africa, the picture is the same, with magazines, digital and print, seeing a rise in circulation. The Audit Bureau of Circulations’ (ABC) most recent figures, for Q2 2024, tell a story of an industry that is proving predictions wrong and adapting to a shifting global media landscape which has placed an emphasis on agility and understanding of leveraging digital platforms to reach audiences.
“The growing popularity of digital publishing, increasing penetration of smartphones and tablets across the world, rising subscriptions of digital magazines and newspapers, and emerging trend of online advertising represent some of the key factors driving the market,” notes IMARC.
“As a result of their enhanced convenience, flexibility, and user interactivity, digital magazines are witnessing a significant increase in demand around the world. This, coupled with the surging popularity of digital magazines among the masses owing to their cost-effectiveness, sustainability, easy access, and broader reach and delivery, represents one of the primary factors driving the market growth.”
The power of B2B
Magazines saw an 18.4% year-on-year increase in circulation and a 2.9% quarter-on-quarter increase, driven by the consumer and B2B segments. The latter helps “businesses do more business,” says Topco Media’s Head of Brands, Twaambo Judy Chileshe, explaining why businesses should advertise in B2B magazines.
The numbers don’t lie – the return on investment doesn’t just look good on paper, it looks even better on screen, with live views of engagement. Digital publishing opens up a whole new world of data that allows businesses to know how effective their investment is. While only publishing in print limits you to the number of physical copies distributed, a digital magazine can easily be shared, viewed and downloaded all around the world.
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And of course: Leads, leads, and more leads. Because the magazines exist online, they can be shared infinitely on multiple platforms. They are not limited by printing. This translates into a wider reach than one would expect from something that exists only on a shelf. The wear and tear of a copy being passed from person to person is avoided. It can be shared almost instantly to the right target audience.
Magazines, such as Public Sector Leaders, an ABC accredited publication, are always a click away, making them perfect for professionals who are always on the move. But this doesn’t mean print publishing is outdated, (Topco Media is digi-first, but still offers print versions) merely that the reach can now be extended.
B2B publications feature thought leaders and decision-makers such as the CEO of the Johannesburg Stock Exchange, Leila Fourie, who attract global audiences and extend the reach of brands.
The content featured in digital magazines is compiled through rigorous research which draws from the latest information and trends to produce a product that’s trusted by its audience. The combination of a recognised magazine, made by a dedicated editorial team, with a wide and loyal readership offers an opportunity to advertise somewhere where an organisation’s credibility can be boosted, aligning them with industry leaders, inspiring the world to do good business.
Elevate your business by finding out more about Topco Media’s digital magazine offering. Contact Twaambo Judy Chileshe: twaambo.chileshe@topco.co.za
Sources:
Digital Marketing School | Strictly Business | Bizcommunity | IMARC
