‘is no more’

 April 3, 2009         1 Comment

It seems like has gone the way of so much print media, following a statement on Twitter that the mag ‘as you know it is no more’ and a tip that most of its editorial staff have been made redundant.

This is a shame – most obviously for the journalists involved, who have my sympathy – as it was a good effort in a genre that’s frequently utterly useless, but the news is not especially surprising.

Trinity Mirror has struggled to make a success out of two (or is it three?) culture/listings/lifestyle/entertainment magazines during my tenure in the city, with the ill-fated Bigmouth lasting less time than, as I recall (though, as the title suggests, was tilted towards an online presence).

I’d guess that the reason behind the fate that befell these two mags is the same that the glut of similar independent magazines like Black+White, that sprung up in the city in the early 2000s, struggled to last more than a couple of years – the market simply couldn’t sustain them. Well, that and the fact that most of them were terrible.

I worked in print for most of my early career and watched ad spend fall off a cliff after 9/11, although it was obviously in decline before that day.There’s a similar situation developing in online advertising now, and with revenues from both print and online likely to be down, media companies are having a hard time.

And while the build-up to 2008 in Liverpool might have made such ventures viable, I’m guessing it’s increasingly hard.

I suspect will be Trinity Mirror’s last attempt at a print magazine, though some kind of online presence is surely workable, and necessary – and the Twitter statement seems to leave the door open for a new venture.

As Liverpool Echo editor Alastair Machray noted on the magazine’s launch:

“I was flabbergasted, when we began putting the site and the mag together, by the sheer volume of leisure options that are out there. The only thing missing was itself.”


  1. Sad but true. It’s a tough market place out there, and the advertising revenue just didn’t stack up. I’m disappointed because I still believe it was worth hunkering down and persevering in some way, especially as the response we were getting was so positive (thanks!) and our twitter/web traffic showed we were building a sizeable niche audience which, for whatever reason, the rest of the city’s media was failing to connect with. My belief is this would have grown, as niche audiences are, globally, at the expense of the traditional local newspaper. In five years’ time, who knows what it could have become. Incidentally, it looks like the website is being updated, but, it should be pointed out, not by your team. Best stick to reading this blog instead then!

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