Like I said back in March, New Zealand's magazine market is well and truly over saturated. How all those indie titles manage to stay afloat while competing for the same advertising dollar is beyond me. The truth is – they're not all managing to stay afloat. Reports surfaced in the weekend that Pulp Media, the publishing company that owns Auckland based fashion and culture magazine Pulp has gone into voluntary liquidation. Citing a one-off slump in advertising revenue in its final issue, liquidator Damien Grant of Waterstone Insolvency said that Pulp Media's final estimated shortfall would be "less than $100,000." Waterstone hopes to sell the company as a going concern. This is a sad day for local publishing, but it should also serve as an eye opener. With such high competition in the marketplace, magazines must offer something truly distinctive and unique in order to get those circulation numbers and advertising revenues up – especially when so much content is now available online. Say no to rehashed press releases and bought-in fashion stories. The need for insanely-good original content has never been higher.
The following email was just passed on to me by a Pulp contributor who wishes to remain nameless – it was sent out on Saturday by the magazine's final editor, Courtney Sanders.
Subject: Bad Buzz News
I hate to be the bearer of bad news, but alas here it is.
Pulp Magazine ceased to exist earlier this week. On Monday the 13th of September I was informed that not only would the Spring Issue was not going to print, but that Pulp Magazine would not continue to trade.
It was a complete shock, with no prior warning, and has taken the last couple of weeks to fully sink in.
Many of you worked extremely hard on the issue, whether it was providing words, pictures or assisting in the production of the pages. I have thoroughly enjoyed meeting you all, many for the first time, and working together to create content that was really quite beautiful and intelligent.
If I have learnt anything over the past seven weeks, it's that there are amazing creatives in this country, many of whom don't have an outlet for their work, so I will be working hard to facilitate this in some way going forward.
In the mean time please get in touch regarding creative projects or work. I will be available for freelance writing and styling from here on out.
Again, my sincerest apologies to all of you who worked so hard on the magazine, but with every end there is a new beginning and I look forward to collaborating down the track!
I LIKE YOU!