The fragmentation of the South African magazine market : the spawning of niches

During the first five to six years of the twenty-first century, the South African magazineindustry fragmented at a rapid rate and consumers had an ever-expanding choice of titles. Thespawning of niche markets as a result of this fragmentation was bolstered by a period ofsustained growth in the South African economy, buoyed by conditions in global economicmarkets.The research assignment focuses on the fragmentation of the South African magazine marketand the subsequent spawning of niche markets. The decline in the market that followed theperiod of sustained growth is also taken into account.Qualitative research methodology was used to investigate the research question. The broadtheoretical frameworks applied are postmodernism, the fragmentation that occurs as a resultof postmodernism, and specifically the political economy of the media.The short-term and long-term challenges for magazines are discussed. These includeincreased competition, greater consolidation, decreasing adspend, diminishing marketshare,and the arrival of broadband in South Africa.Within the context of greater fragmentation and increased competition, it is found that theincrease in the number of magazine titles starts to slow, and eventually show negative growth.This is a result of the global and local economic climate, as well as elements within thepolitical economy of the media, namely consolidation and concentration of ownership within the local industry.