I'd caution against assumptions on circulation effects of Hornby Magazine. In the first instance, a new kid on the block may in fact boost the total circulations of the magazines , rather than taking away from existing publications . People buy the newcomer to see what it is like , while still buying their existing reads - only later may they drop one or other magazine. Some readers may end up taking more magazines than before , on a perminent basis . Equally some folk may give HM a few issues at the start then decide it's not for them.
I'd also be hesitant about assuming that HM targets MR's readership particularly or that MR has seen a sharp drop . MR has always had a strong modern image element, and this is a readership HM doesn't really target (their first layout feature on a post steam layout is Dewsbury Midland in the current issue , and the point is made several times that the layout runs in 60s steam mode as much as in 70s diesel)
Your reasoning is sound. Hornby Magazine has grown the total number of model railway magazines sold, which is good for everyone because it increases the RSV (retail sales value) of the sector and encourages the likes of Smiths to give the magazines more shelf space.
As for Model Rail's ABC, like all other magazines in the emap portfolio, they log their audited sales figure, which is supposedly transparent and makes advertisers feel as though they are getting a good (and honest) deal. The only problem is that a large chunk of these sales are on subscription, and a large chunk of those are discounted heavily to emap employees and shareholders who can have any magazine they choose at something like half price.
If these subscribers had to pay full price it might be a different matter, so watch out if the portfolio is broken down.
That said, they will probably leave emap to trade out of Peterborough, with it s own local management, as if nothing had happened.
News trade sales of Model Rail are about 17,000-18,000 (average for Sept, Oct, Nov is 17,500ish), The January issue of Hornby Magazine has sold nearly 20,000 copies in the shops. Nov was 17,500 and Dec 18,600. It currently has 2,200 subscribers and sells a further 2,500 on export and through specialist shops, giving a total of around 24,700 which is still some way behind Model Rail.
In retail terms, Hornby Magazine is the second best selling title after Railway Modeller. But you are right, it could be just a honeymoon period whilst readers work out whether they like its mix.
We are not going after the Model Rail market and steer clear of featuring current-era layouts - the cut off is 1972 TOPS, excluding reviews.
Nor are we after BRM. Their mix leans towards pre-Nationalisation and more 'O' gauge. Many HM readers are telling us that they only buy HM, because they are new to, or are returning, to the hobby. Our plan was to grow the market, to everyone's benefit and that seems to be the case to an extent. No doubt there are plenty of people who buy all of the mags, or two or three of them.
The last thing we want to see is Bauer selling off or closing Model Rail. That wouldn't be good for the model railway publishing sector!
Paul.
(Publisher)
