Special Interest Publications Are Giving Shuttered Print Magazines a New Lease on Life

Consumers are drawn to SIPs, but it's a mixed bag for advertisers

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Like a phoenix rising from the ashes, magazines are being reborn for the newsstands. As more magazines go dark and become digital-only, publishers are finding ways to keep those outlets alive in their original medium as special interest publications.

The big magazine publishing houses have been turning their shuttered print magazines into special interest publications. Known as SIPs, they are available on newsstands with fewer advertisements than typical weekly or monthly publications, but at up to triple the cost to consumers.




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This story first appeared in the Aug. 26, 2019, issue of Adweek magazine. Click here to subscribe.