Thin magazine - new evidence of the financial crisis?

[Neal_5041160]

Just picked up the new (December) magazine off of the doormat - thinnest for some time, advertisers must be feeling the pinch so the mag gets thinner!

September - 186 pages

October - 178 pages

Awards issue - 162 pages

November - 178 pages

December - 122 pages

At this rate, it will be a pamphlet by the time Spring comes!

Seriously though Mr Donnelly, is this the size of magazine we can expect for the foreseeable?

Neal

 

[Stephen_374341239]

Yes Neal

And the Dealers are closing down here in West Sussex two this week gone under. We all got called in for a meeting were I work today there going to lay off 1500 members staff on Monday and if the banks do not come up with better business loans more will have to go. What seems to have happened the bank called in its loan then said you can have a loan but at double the interest.These bankers caused all this trouble and now there making us all pay for there **** ups.

 

[nrdonnelly]

Neal,

Thanks for your post.

As I'm sure many of you have noticed, the December issue is lean compared to previous issues. Coming to the end of the financial year, advertisers are belt tightening and there has been a reduction in the number of advertising pages. That said, the December and January issues are smaller every year.

I'd like to reassure you that we are trying to keep the number of editorial pages (non-adverts) as high as possible.

There were 89 in November, 88 in Awards and 78 in December, so the majority of reduced pages are due to fewer adverts. The January issue will hopefully be a little larger than December and things will start bulking up for the February.

I hope that helps

Best Regards

Nigel Donnelly

Editor

Practical Caravan

 

[Del_374232870]

Different companies have different financial year ends , ranging from January to December, so it shouldnt have a significant effect on advertising in the magazine. very few businesses have a year end in December.

 

[nrdonnelly]

Del,

Caravans don't sell very well in November - February, so companies which are looking to reign in spending tend to reduce their advertising spend in these issues. Feb/March issues is when people tend to return.

And for those who don't like the gatefold adverts, you'll be delighted with the issue...

Regards

Nigel Donnelly

Editor

Practical Caravan

 

[Dustydog]

Hi Nigel

Interesting. Why do we have the NEC show in October ?

As far as I know both Bailey and Swift had a very good sales result.All sold caravans will be delivered before christmas.

Maybe they should move the show to say february each year?

Cheers

Alan

 

[swpostie]

Hi Alan,

I would imagine they hold the show in October for a number of reasons:

- It's quieter, so they have more time and staff to attend

- To generate more interest, and cash, during the leaner months

- Because they don't need to stimulate demand so much in the busy summer months

- Because people might start thinking about replacing their caravans at the end of the summer season

 

[JohnKS]

Hi Nigel

Interesting. Why do we have the NEC show in October ?

As far as I know both Bailey and Swift had a very good sales result.All sold caravans will be delivered before christmas.

Maybe they should move the show to say february each year?

Cheers

Alan

Ther is one in February. Do we need two????

 

[ValA.]

Surely one reason is so that they can actually build all the new caravans which are ordered at the shows, in time for the new season. If you order at (previous) NECs you'll often find that the 'delivery date' is in February/March (four or five months after the show. If the show was in February then you'd be lucky to get your van in time for the summer holidays!

 

[Dustydog]

I think Val & Rupert are right,

I bought my new caravan in november 2007.

Thus the corrollary must be that people like me buy mags like PC at the end of the year so I do want a full read.

Now I am very confused when the real slack period is, if indeed there is one at all.

It may be my imagination but I'd swear the mags paper thickness and print varnish are less than usual.

Cheers

Alan

 

[nrdonnelly]

Alan,

Thanks for your post.

The paper thickness is the same as normal. The high-gloss varnish was removed from the cover of the Awards 2007 issue, just over a year ago and has never appeared since. The varnish prevents the paper from being recycled.

And as for a full read, the pages which are absent from the December issue are broadly adverts rather than editorial pages so hopefully you've still found plenty to read!

Regards

Nigel Donnelly

Editor

Practical Caravan

 

[ThePlotter]

Thankyou Nigel the first thing that struck me when I got my copy the other day was the gatefolds had gone which saves me ripping them out as soon as i get it without even looking at them.This alone will make the magazine feel thinner as they were thicker.

I also notice that this isue carries no 'forum'pieces'

 

[Dustydog]

Hi Nigel,

Thanks for that.

I'm just on Alyson's tour of Scotland, lucky thing, all these busmans holidays. Must be quite tiring!

Maybe she could a bit further north next time ,eg Ullapool, Scourie, Kinlochbirvie etc. I always think the north west highlands get overlooked.

Cheers

Alan

 

[ValA.]

Like Alan I hate the gatefold ads in the magazine, so was glad not to see one this week. I also hate (with a vengeance) all the junk mail which is included, now, with magazines. In the supermarket I leave this in a bin provided, and would ask Practical Caravan if it's possible to consider for regular subscribers, like me, a subscription of the 'No junk mail in my magazine, please' type. You could sell it on the 'green' agenda - ie not contributing to the waste mountain!!!!.

 

[ValA.]

Like Alan I hate the gatefold ads in the magazine, so was glad not to see one this week. I also hate (with a vengeance) all the junk mail which is included, now, with magazines. In the supermarket I leave this in a bin provided, and would ask Practical Caravan if it's possible to consider for regular subscribers, like me, a subscription of the 'No junk mail in my magazine, please' type. You could sell it on the 'green' agenda - ie not contributing to the waste mountain!!!!.

Sorry, should have said 'Plotter' rather than Alan in the above posting, but not able to edit.

 

[Michael_5123947]

Like Alan I hate the gatefold ads in the magazine, so was glad not to see one this week. I also hate (with a vengeance) all the junk mail which is included, now, with magazines. In the supermarket I leave this in a bin provided, and would ask Practical Caravan if it's possible to consider for regular subscribers, like me, a subscription of the 'No junk mail in my magazine, please' type. You could sell it on the 'green' agenda - ie not contributing to the waste mountain!!!!.

live and let live, each to his own and any other cliches you can think of, but for goodness sake, is all you've got to worry about whether there is a gatefold in your magazine.

I agree with the loose leaf adverts, but its all revenue for the magazine.

 

[Michael_5123947]

live and let live, each to his own and any other cliches you can think of, but for goodness sake, is all you've got to worry about whether there is a gatefold in your magazine.

I agree with the loose leaf adverts, but its all revenue for the magazine.

 

[ValA.]

Crikey, where did that rebuke come from?

I'm not at all 'worried' about the gatefold - and you don't know anything about what I really worry about - which is the state of the world, whether my sons will ever be completely independent, and the possibility that I might have breast cancer, which killed my mother and grandmother. Perhaps that's why I spend some time replying to these forums, because it takes my mind off my worries!

 

[Michael_5123947]

Sorry Val, not meant to be a rebuke at all. I just think that the manufacturers who after all support our hobby are in serious financial difficulties and if they find this form of advertising effective and goes some way to protecting the industry and jobs, then surely we should support it. Personally I'd have trouble looking a redundant caravan industry worker in the eye and telling them I just rip out and disregard their advertising because I don't like the way it is presented.