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November 6, 1995 Story

Growing Pains Plague Generation X Magazines

Now that the launch craze over Generation X magazines has faded, the shakeout process has just begun. Despite the interest marketers have in reaching this 46 million-strong cohort, this field of magazines is shrinking. Readers and advertisers appear unable to distinguish between the numerous competing titles -- many of which are similar in style and content, usually focusing on music, celebrities, and lifestyle. Many titles, even ones that seem to be doing well, are missing their planned frequencies. Also, rising paper costs have soaked publishers. The list of fallen titles includes Real, Forehead, The Nose, and Hypno, among others. Zone, a Phoenix-based arts and culture magazine, has had a difficult time since its launch in 1990. The quarterly magazine, with a newsstand circulation of 27,000, published just twice this year. Advertising has been minimal, says the publisher, though advertisers that have stuck with the small publication include Philip Morris USA's Marlboro cigarettes, United Distiller's Dewar's scotch, and House of Seagram's Absolut vodka. The publisher hopes to garner some investors next year to keep the floudering book in business.

Some market observers feel titles based on something other than fashion, music, and lifestyle have the best chances to succeed. "Magazines designed for the youth market can do very well, but books that were narrowly focused on just Generation X and its stereotypes have already died," says David Morrison, president of TWENTYSOMETHING Inc. "A publication needs to offer something more in order to attract advertisers and readers."

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