In recent years, magazine launches have exploded in the special interest and niche sector. In Germany, special interest is flourishing, according to Dr. Hans Hamer, the publishing and managing director of the Axel Springer publishing group for automotive, sports and computer/consumer electronics in Germany.
Hamer says in the last couple of years, Axel Springer launched magazines in the Auto Bild family, focusing on special interests including Auto Bild Reisemobil launched in 2014, Auto Bild Klassik launched in 2007 and Bike Bild in 2016.
Hans will be one of the speakers at the 41st FIPP World Congress, 9-11 October in London, the United Kingdom. Discounted, pre-agenda bookings are currently available.
“For example, the old VW bus is becoming popular again. It’s a boom market. It meant we explored a new market niche,” Hamer explained. “For the last three or four years, the market of classic car magazines has been booming. Two years ago we had two or three magazines, now we have seven or eight.”
“In the German market, there are many positive business options,” he said.
Special interest magazines are highly-focused publications that cater to targeted groups. As audiences drown in a sea of content and information, special interest magazines provide an authoritative, trusted voice.
“The world these days is so complex. People look for someone to guide them, a trusted brand who takes them by the hand and helps orient them,” Hamer said. “The more specialised you are, with a clear focus on your target group, it’s hard to imitate. The same if you produce your own content and original stories, it’s hard to replicate.”