Boligtidskrifter og boligboble

Jeg ser tidsskriftet Studio er ute med sitt første nummer nå. I følge E24.no er dette det sjette nye norske bolig- og interiørmagasinet som er etablert de siste to årene:

Bolig og interiør har lenge vært vinneren i magasinmarkedet. Tall fra Mediebedriftenes landsforening viser en stadig vekst de siste årene. Fra august i fjor til juni i år var tre av de fire magasinene med størst økning i lesertall i denne gruppen. Opplagstallene viser den samme trenden.

Det fikk meg til å tenke på hva som skjedde i det samme markedet i USA for noen år siden. Altså rett før boligboblen sprakk. Enhver likhet er sikkert helt tilfeldig:

For much of this decade, publishers could not move quickly enough to offer design and decorating advice to the mushrooming population of homeowners. […] the number of titles increased by 57% between 2002 and 2007, according to the National Directory of Magazines.

Og historien fra USA ender ikke bare godt for alle disse boligmagasinene:

Lately, though, the downturn in the real-estate market has cast doubt on reader and advertiser appetite for “shelter” publications that tell people how to spruce up their homes.

Now, grappling with the possibility that they overshot demand for home-related content, some publishers are scaling back their investments in these publications.

Home magazine is the latest ‘shelter’ publication to close amid the weak real-estate market.

On Wednesday, Lagardère SCA’s Hachette Filipacchi Media U.S, publisher of Elle, Woman’s Day and Car and Driver, as well as several shelter and enthusiast titles, said it is pulling the plug on its struggling Home magazine. The closure of Home comes less than a year after the demise of Condé Nast Publications Inc.’s House & Garden magazine and Martha Stewart Living Omnimedia Inc.’s Blueprint. Jack Kliger, president and chief executive officer of HFM U.S., cited sharp declines in the “mid-market home sector” for the decision to close Home, which posted a 47% decline in ad pages in the second quarter, according to the Publishers Information Bureau.

Skal vi kalle veksten i antall boligmagasiner en “leading indicator” for hva som skjer i boligmarkedet?

(Foto: Jeton Kaçaniku)

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