NPR logo

New Magazines Target Niche Audiences

  • Download
  • <iframe src="https://www.npr.org/player/embed/3811842/3812365" width="100%" height="290" frameborder="0" scrolling="no" title="NPR embedded audio player">
New Magazines Target Niche Audiences

Media

New Magazines Target Niche Audiences

'Modern Dog': Paris Hilton and Her Chihuahua, Tinkerbell

New Magazines Target Niche Audiences

  • Download
  • <iframe src="https://www.npr.org/player/embed/3811842/3812365" width="100%" height="290" frameborder="0" scrolling="no" title="NPR embedded audio player">

The summer issue of Modern Dog magazine features Paris Hilton and her Chihuahua, Tinkerbell, on its cover. hide caption

'Modern Dog'
toggle caption

The summer issue of Modern Dog magazine. 'Modern Dog' hide caption

toggle caption 'Modern Dog'

The debut issue of Fugue, a Los Angeles-based lifestyle and culture magazine. hide caption

'Fugue'
toggle caption

Stacks of new magazines, with titles like Sync, Beach Houses and Modern Dog, are hitting newsstands, targeting specific niches even more precisely than the specialized publications of the 1980s and '90s.

Among the new crop, Modern Dog features photos of fashion models and celebrities with their canine companions. Think Vogue or Vanity Fair — with dogs.

Technology has driven down the startup costs, but 60 percent of the new publications won't last until their first birthday. Yet just enough of the new magazines will survive to make the risks seem worthwhile, industry specialists say. NPR's Jack Speer reports.

We no longer support commenting on NPR.org stories, but you can find us every day on Facebook, Twitter, email, and many other platforms. Learn more or contact us.