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The crowding glossy magazine market

The Romanian glossy magazine market is expanding, in terms of both reading rate and revenues from advertising. Romanian press groups are preparing new launches in this niche, with seven glossy titles to come on the market by the end of 2008.

Author: Ana Zavate | Sursa: Standard.ro | Publicat: 27.08.2007, 21:00

The Ringier trust estimates that women’s magazines dominate the Romanian glossy magazine market. Some 310,000 copies of glossy magazines for women are sold each month, yielding some €5 million in revenues from advertising in the first quarter of 2007, according to Claudiu Serban, Deputy General Manager of Ringier Romania.

Liberis Publications Romania, the local division of Greek Liberis Publications will bring GQ (a glossy men’s magazine), Prevention (one of America’s top lifestyle magazines) and Vogue (a glossy magazine for women) to the market.

Sanome Hearst will launch another magazine for men, Esquire, in October, with an initial circulation of 20,000 copies, and Harper’s Bazaar, the world’s oldest fashion magazine, with 25,000 copies.

The Edipresse AS Romania press group will introduce its Psychologies magazine to a niche in which the monthly Psihologia Azi [Psychology Today] is already present.

Ringier and Edipresse AS publishers have already launched one and two titles, respectively, of pocket magazines and Sanome announced its intention to launch new titles on this market. The Realitatea-Catavencu group launched an original concept in 2007, a glossy shopping magazine for Bucharest branded J’adore.

Dana Cristescu, General Manager of Liberis Publications Romania, indicates that the increase in the women’s magazine segment is due to changing consumer and lifestyle habits, and an increase in personal expenses.

The impact of new titles on the Romanian market will include clearer segmentation of glossy magazines. Serban believes that the up-market area will become more clearly defined, with the presence of Vogue magazine and various segments, such as health and psychology.