The launch of End Magazine is based on internal research into reader habits which found that afr.com subscribers who regularly read lifestyle content are 2.5 times more likely to continue subscribing.
“We’ve found that the more our digital subscribers read our exclusive, premium lifestyle content, the more likely they are to stay engaged with the Financial analysissaid Drummond.
“Across the newsroom, we’ve rolled out new data tools to help our reporters understand the types of stories subscribers value most. This information and this discipline have been used to shape the content of End Magazine.”
While there is a small revival in fashion and lifestyle glossy magazines, with Switzer Media & The revival of publishing Harper’s Bazaar and an advertising agency bringing back In the style from the dead, argues Drummond End Magazine will have a confirmed audience; each issue will be marketed to afr.com’s exclusively digital subscriber base.
Next issues of AFR Magazine are similarly promoted, supporting its growth in print readership. Roy Morgan figures reveal AFR Magazine achieved 58% annual growth, with a print readership of 452,000, driven by strong growth across the Financial analysis.
“We market the print product to the very large and affluent digital subscriber base of the Financial analysiswho tends to be younger,” Drummond said.
The launch of the new magazine comes as Nine’s broader publishing business announced in a business update last week that it expects FY22 publishing profit growth to be higher than $55 million compared to FY21 when publishing earnings were $117 million.