One of the many things the Internet was supposed to kill off was the printed word. Books, magazines and newspapers, all screwed apparently. Yet while the growth of online media has had an impact – especially on newspapers, which do look pretty screwed – the media still has a tendency to proliferate, to evolve and learn how to thrive in niches.
That is why there is such an amazing diversity in British publishing. David Attenborough may become breathless describing the biodiversity of the world, but even he might raise an eyebrow at the scale of life either thriving in the fertile canopy of British publishing or grubbing around for an existence in the dank leaf mould on its floor.
The top level figures are intersting for analysts but it’s only when you get into the detail that things get really interesting. So, while a well-known media database impressively lists some 25,000 editorial contacts and around 11,000 titles, a quick search through it identifies that 65 of these are devoted to livestock farming. Drill down further and you see there are three of these dedicated solely to breeding pigs. There is only one for ostrich farmers but that may be because you can only write so many headlines featuring the words ‘head in the sand’ before you lose the will to live.
Everywhere you look there are similar evolutionary branches. Six magazines devoted to potatoes – growing them, not cooking them. Forty-two aimed at dentists. Three devoted to pigeon racing.
And it’s no good sneering at these titles and industries because you work in a different field. We all look the same to outsiders. For all I know, in the parallel universe of swineherds there is an editorial in this month’s issue of Pig International questioning the need for quite so many office design and facilities management magazines. So don’t mock. Because if you get involved in any industry, if it earns you a living, it will quickly become interesting enough for you to read several magazines a month about it.