What’s the Future for Magazines?

When was the last time you bought a print magazine? It’s probably been a while. The shift away from print readership has been happening for years.

By 2022, statistics indicated that 65% of magazine content was already being delivered digitally. The poor financial showing recently posted by Hearst U.K. has underlined this decline in traditional magazine sales. The total revenue reported by National Magazine Company Ltd — the trading name of Hearst U.K. — dropped 6.5% from £111.9 million to £104.6 million in 2024.

Tellingly, Hearst’s digital advertising revenue also fell by £6.5 million amid a 12% decrease in average monthly U.K. page views to 24.3 million, according to Press Gazette — a growing trend as digital publishers feel the pinch of AI search results diverting their traffic.

Still, there appears to be an appetite for magazines under the right circumstances. Digital readership is growing, but the question is whether online editions will take up the slack and allow publishers to stay profitable and sustainable.

How magazine readership is transforming the format

The shift away from print media began with the introduction of smartphones and tablets, but the COVID-19 pandemic really changed reader behavior. Flip180 Media reports, “The COVID-19 pandemic significantly accelerated digital adoption as physical production and distribution faced disruptions. Lockdowns drove increased screen time and demand for accessible content from home, prompting publishers to invest more heavily in digital platforms, apps, and multimedia content. Many magazines decreased print frequencies or temporarily eliminated print runs during 2020-2021.”

An unsurprising age gap ...

In 2025, the American adult audience splits its time almost evenly between print and digital magazines, but there is a stark divide by age. YouGov reports, “While overall reach is similar, digital editions attract a larger share of weekly readers among adults under 55, whereas print editions draw more monthly readers among those 55 and older.”

... but new print titles continue to emerge

Stats about the age-divide among print and digital readers are hardly surprising to seasoned publishers, but what may be surprising is just how stubbornly magazines are clinging to life.

Swinburne University of Technology reports, “New titles are emerging as well – 2021 saw the launch of 122 new print magazines in the United States alone.” In Australia, Swinburne found, sales of print magazines grew more than 4% in 2023 and “...and previously axed publications – such as Girlfriend – are now receiving one-off, nostalgic returns to print.”

Focus on special interests - and a rest from digital

Niche products are part of a larger trend. Readers seem willing to buy print magazines that cater to their specific tastes; content that aligns with people's interests or values is seeing success. At the same time, publishers are focusing on collectible editions that offer high-quality products and exclusive content to convince readers to pay higher prices. Print magazines are becoming a luxury product — an immersive experience that gives readers a break from the digital world.

Meanwhile, in the digital realm, publishers are turning to mobile apps, interactive content, and e-reader editions to continue building a digital audience that is less dependent on search traffic and more reliant on engaged, loyal audiences.

The strengths of digital

Modern magazine consumers “demonstrate sophisticated consumption habits, often choosing formats based on context rather than exclusive preference,” according to Flip180. This demands that publishers think closely about context and format.

From instant accessibility to the ability to create interactive content, digital editions offer a wide array of benefits and new capabilities. Digital editions also give publishers a chance to cut production and distribution costs, and when a story needs an update or a correction, it can be pushed out immediately.

Digital transformation en vogue

The quintessential fashion magazine, Vogue, announced a shift away from monthly print magazines in the U.S. for 2026. The magazine will trim its print issues down to eight per year, “timed to tentpole moments and events like spring and autumn fashion, the Met Gala and Vogue World.” At Condé Nast, Vogue’s parent company, Teen Vogue, Glamour and Allure are all-digital. Vogue reports, “Seventy per cent of company revenue comes from digital and live experiences.”

A challenging climate

In spite of the continued success of some high-profile titles, the sector shows a steady, if slow, erosion of revenue. Magazine industry research from IBIS World says, “Revenue is estimated to fall at a CAGR of 0.2% to $40.1 billion in 2025, including a 2.9% dip in 2025 alone as profit slides to 12.9%.” Publishers must find the right balance of reader engagement and revenue generation.

A print-to-digital success story

Reportér, a monthly Czech magazine, found this out first-hand when it decided to embrace digital transformation. Understanding reader behavior was crucial. Journalift.org says Reportér found, “Our articles are a go-to read while riding the train to work or unwinding at a weekend wi-fi free cottage house.” They also had an aversion to clickbait headlines, but preferred trusted authors and “…visually appealing stories that offer more than just the surface details.”

Understanding all of this let Reportér build a progressive web app (PWA) that allows offline reading and offers savings over a native app, as well as “...customizable settings, making the website not just a platform, but a personal space for each reader.”

So far, the strategy is paying off as readers show a willingness to invest in the experience. And it’s this understanding of the audience that will be key to future success, no matter what a magazine’s mix of print and digital looks like — and for the foreseeable future, there will be a mix.

Print still wins the engagement stakes

Technology has its limitations. Whether it’s the devices themselves or simply reliable, high-speed internet access, there are more barriers for people to overcome to access digital content. Flip180 Media also notes that distractions and temptations to switch apps are an issue for digital readers: “Multiple studies, including meta-analyses through 2023, consistently demonstrate that comprehension and retention are higher for content consumed from print versus digital sources.”

Accessibility issues, combined with the persistent human desire to sit down, away from wi-fi, to flip through a beautifully designed magazine, give publishers more than enough reason to continue pursuing a print strategy.

Physical magazines will hit newsstands less often and at a higher price point, but they will still be there.