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Industry

Mindfulness magazines witness major rise

A new category for the magazine sector has given life to the publishing industry, with sales quadrupling in the last two years.

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Planet Mindful increased its print run to bi-monthly following a 56.4% rise in revenue for mindfulness magazines

Mindfulness magazines have turned away from the traditional celebrity-led glossy pages and have more of a focus on better mental and social health. Marketforce, the distribution arm of TI Media, which produces mindfulness magazine Planet Mindful, says that the overall revenues of the genre of magazines were up 56.4%.

This particular magazine, Planet Mindful, has even increased its print run from quarterly to bi-monthly in response to the growth and interest. Its editor, Louise Chunn, comments: “As a nation, we are becoming much more self-aware – we are talking about mental, social and emotional health on a scale which we never have before.

“HRH The Duke of Cambridge acknowledged this at Davos, and our need to shift away from the ‘stiff upper lip’ mentality. The media has a role to play in supporting this conversation and that’s why I believe mindfulness magazines are proving so successful.

We are addressing a critical need to support positive mental and social health in our communities, and helping people live a calmer life

“We are addressing a critical need to support positive mental and social health in our communities, and helping people live a calmer life.”

Christina Sequeira, retail, international and marketing services director at Marketforce says there has been a shift in attitudes, which is why people are turning to different genres of reading.

She explains: “There has been a distinct shift away from conspicuous consumerism, hedonism and celebrity fascination towards a more self-fulfilling focus. This has manifested itself in the growing interest in wellbeing and mindfulness.

“Consumers are eager for inspiration and ideas on how to improve their mental, as well as, physical health. Marketforce spotted this emerging trend in 2017 and tested a magazine in collaboration with Time Magazine, the iconic weekly from the US. It proved so successful that we launched, what has become, one of the leading magazines in the sector: Planet Mindful.”



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