In an article published at the start of the year, Forbes predicted that 2025 will be “The Year of Verticalisation”, with businesses and brands focusing on what they’re good at and making use of existing resources rather than attempting to “do it all”.
And as we are seeing in the world of publishing, mass market magazines continue to struggle, but some niche, specialist titles are experiencing growth.
Whether it’s food, music, fashion or crafts, niche magazines are defined by passion and emerging trends. And while change brings fresh hurdles for print titles, it also opens the door to opportunity.
So, how can we ensure our existing titles stay resilient, and what tools do we need to serve our audiences as cultures shift and tastes change?
The nature of niche
Independent publisher Anthem Publishing creates a range of special interest titles, some of which have been in circulation for decades. Their smaller but highly engaged audiences have weathered the storm alongside the magazine teams, staying loyal despite changes brought about by Covid, the cost-of-living crisis and the ever-changing digital scene.
Take Classic Pop, for example, which paused during Covid then went bi-monthly before returning to a monthly schedule this year. Senior Editor Steve Harnell, who has worked on the title since 2016, believes the magazine’s enduring appeal is in part down to community: “I’ve always been big on the idea of creating a community within our readership. We don’t just publish in a vacuum and remain distant from those who buy our magazine. Social media is massive in that regard. Not only is it essential in getting the message out there about our content, it also provides regular opportunities for people to interact with us. If you can establish a strong identity as a print title and keep those lines of communication open with readers, they’ll hopefully reward you with their loyalty.”
For Vegan Food & Living, the challenge has been navigating shifts in public opinion. The title has had to adapt quickly to the rapidly changing market over the past year, thanks in part to the meat and dairy industries’ backlash against the trend towards plant-based diets and negative mainstream media coverage. No one gets upset if you tell them you listen to Wham!, but mention you’re vegan and you might well be met with eye rolls, declarations of “I could never give up cheese”, or amateur nutritionists concerned about your protein intake.
Joking aside, with rising awareness of the impact of the meat, fish and dairy industries on the environment, veganism saw a huge surge in interest from 2014 onwards and exploded into the mainstream in 2018, with Tesco recruiting Derek Sarno as director of plant-based innovation. A new wave of innovative products hit Tesco’s supermarket shelves and other businesses followed suit, with all major supermarkets launching their own line of meat-free products and even fast-food outlets like McDonalds, Greggs and KFC getting in on the action.
Fast forward to 2025 and the desire for exciting new products has switched to a more health-focused approach, as awareness around UPF (ultra-processed foods) has gained traction. While the core vegan market remains the same, the mainstream now favours flexitarianism — a middle ground that sits better with some.
As with many titles, this has meant budget adjustments, changes to team roles and putting some longer-term projects on pause. But as Anthem’s CEO Jon Bickley points out, because employees work on titles that align with their values and passions, their determination to adapt and survive is greater: “Finding people with an absolute passion for the subject helps elevate niche titles to their rightful place in the market, with both readers and advertisers, and gives the drive to still create brilliant magazines and digital content within tight budgets,” he comments.
Of course, there’s more to success than just a dedicated team. An audience-first approach, as outlined by Steve Harnell, is essential. Regular reader surveys are crucial to understanding changing mindsets to ensure the reader is getting what they want, and collaborating with influencers and brands (whether paid or unpaid) helps reach new audiences.
In fact, partnerships can be transformative for niche titles. Whether it’s cross-promotion, affiliate programs, sponsorship opportunities or multimedia campaigns, working with a brand that aligns with your values can enhance credibility, raise awareness, reach untapped audiences and even open up new avenues of income.
Adaptive strategies
Diversifying formats is another strategy to keep readers engaged, whether through events, podcasts, digital content or regular newsletters. The Women’s Running Podcast, for example, launched in 2020 and has since gone on to win Podcast of the Year at the PPA Independent Publisher Awards four years in a row. This has not only enabled the brand to communicate in a way that a younger audience prefers, but has opened up new revenue streams via Patreon and podcast sponsorship.
“When people pick up a magazine about a niche subject, they strongly want to feel part of something; to feel seen,” comments Women’s Running podcast host and senior magazine editor, Esther Newman. “A couple of decades ago, a letters page would just about do the job, but these days, people want more immediacy.”
“You need to allow your audience to interact with each other,” Esther continues: “Because if they can’t, then you can’t really say that you’ve built a community at all: all you’ve built is a one-sided relationship. By facilitating those conversations and enabling people to criticise, discuss and create bonds, you’re fundamentally strengthening the trust in your brand.”
Print versus digital
With the rapidly changing digital landscape and uncertainty over the effect of AI, what can we do to ensure our niche titles remain a printed medium as well as online brands? And is there scope for new launches within this area?
“The new generation of niche indie magazines are all about celebrating their status in print,” says Jeremy Leslie, founder of magazine specialists magCulture, which celebrates ten years of the magCulture Shop this autumn.
“Variety is what counts — variety that is sorely lacking online, where everything appears at the same scale on the same backlit, glossy screen,” he continues. “Printed magazines can be small or large, shiny or matt, thick or thin. They may be calm or shouty, vibrant or subtle. They can be many things, as deployed by the designer. Digital is generally the one thing.”
And thanks to Gen Z, print is seeing a revival. This demographic wants something tangible, something collectible, and something that acts as respite from the relentless bombardment of social media. And that’s where traditional magazine craft comes in.
Emerging interests
Adapting to changing trends is a key driver for success in the niche realm, and the plethora of bookazines gracing our newsstands is testament to that. DistriPress’s 2024 report, titled “The Unstoppable Rise of Bookazines”, cites “specials” as one way that existing brands can cater for new trends. And as Steve Harnell points out, with a small team of experts in a specialist area, it’s easier to turn this around quickly: “By necessity, niche titles often have small teams working on them. We’re not the publishing equivalent of a supertanker with a massive turning circle. In that regard, we can change tack a lot quicker than some of the more mainstream titles staffed with large teams,” he says.
How do we spot subtle market changes and forecast what’s going to be in demand next? Watch out for hashtags, use Google Trends to spot emerging keywords, and look beyond your sector for innovations that might spill out into other areas. There is also an opportunity to utilise predictive AI like Trendtracker and DataRobot, or even good old ChatGPT.
The niche magazine world is about leaning into identity, design and community rather than scale. Listening to our loyal audiences will help us survive, but innovating, experimenting and collaborating with like-minded brands can ensure we thrive.
What’s most important however, is that we do this authentically, in a way that aligns with our mission. Whether that’s supporting readers who wish to give up meat, securing exclusive interviews with popular musicians, or ensuring women stay safe while out running, through passion for our subjects, we can make every year the “Year of Verticalisation”.
This article was first published in InPublishing magazine. If you would like to be added to the free mailing list to receive the magazine, please register here.
