Another edition of EM (Exquisite Magazine) has, as they say, hit the newsstands.
Yeah, we know. You probably weren’t aware they were still printing. Or you are that thing they call a millennial and you probably never got to find out that this used to be one of the top magazines in the country (at the time when glossies weren’t yet a popular business model).
Well you should give it some credit. It has earned something of bragging rights with consistency over a period of about a decade.
There is the school of course that wonders about the value of this consistency. Vendors don’t hold the magazine when you pass in traffic, it’s difficult to find in major stores, print run is clearly below 5,000 (2,500, according to a major distributor), and print magazines get very little buzz these days, if at all.
Plus, to be honest, no one really talks about EM anymore (certainly not the blogs), though it does log on some buzz when its annual ELOY awards come up.
So why does she keep printing? You’d have to ask publisher, Tewa Onasanya. We think it’s a certain attachment to the medium, we think it’s a certain hanging on legacy, and we think (considering its lack of a running digital counterpart) it’s a bit of shock as to how fast the culture has moved, and the inability to catch up.
That having been said, Onsanya continues to be respected in media circles, and continues to enjoy the reputation of a once very well known brand. And that’s something to, at the very least, admire, yeah?
Though you have to wonder how long we can stretch this one in a market where even the buzz-worthy StyleMania appears to have finally given up.
PS: See anything worth talking about on the ins and outs of the media business in Nigeria on TV, radio, print and online (could be news, tweets, photos, opeds etc) send us a mail on[email protected] titled TMB. Let’s share the insight together!