Where are magazines headed?

Magazines for children are struggling these days as families, schools and libraries all try to cut costs. The general magazine market is not very healthy either, as fewer people buy magazines at the newsstand and subscriptions dwindle. The N.Y. Times today describes the strategy some magazines are taking to keep their profits strong. As advertising revenue drops, some magazines are increasing subscription prices. Time, Newsweek, and most other general magazines sell their product for far less than it costs to produce, depending on advertising to make a profit. Other magazines, notable the Economist, charge unusually high prices both for single issues and subscriptions yet seem to maintain their readership. What does this mean for the children's market and for the librarians who generally are the backbone for subscription sales for children's magazines? That remains to be seen. How valuable are magazines in a library collection? Do librarians and teachers know how often they are used or how highly they are valued? Is the trend away from magazines as more children and teenagers move to online sources? Because magazines don't usually circulate, very few statistics are available to measure there use. It is time librarians started noting and recording their usage because deciding whether to continue subscriptions may become a pricier choice if costs rise. Only solid information will help us make good choices.