A feature in the
National Post last week examined the success of Toronto-based
Gripped Publishing,
a recent arrival on the Canadian print magazine scene. Started by Sam
Cohen and David Chaundy-Smart (neither of whom had any experience in
the print business) the company began with one magazine Gripped
(focused on rock climbing) but quickly expanded its publishing roster
to include
Triathlon Magazine Canada and
Canadian Running and plans to launch a fourth magazine, Cycling, in March.
"The climbing magazine, which tests products and reviews rock faces
across Canada, has a circulation of about 12,000, making it a niche
player in the overall national magazine market. Its best-selling title,
Canadian Running, has gained about 31,000 subscribers since its launch
two years ago, putting it at the lower end of the mainstream market.
...
Toronto-based Gripped employs 10, including Mr. Chaundy-Smart and Mr.
Cohen. The two are avid rock-climbers while the rest of the staff is a
collection of either record-holding marathon runners or triathletes.
Industry experts say there may be another reason for Gripped's success:
It has come up with a publishing model that is working at a time when
others are failing -- identifying and satisfying narrow but profitable
markets.
"I think what we're going to see over the next little while is what
they [Gripped] seem to be doing, which is looking for niche markets to
develop magazines for," says Prof. Chris Waddell, director of the
School of Journalism and Communication at Carleton University in Ottawa."
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original source National Post