Between the Lines: How mags pull in punters

Anyone staring at the newsagent shelves looking for a women's magazine to while away a few hours will understand only too well how fierce the competition is for the promiscuous purchaser.

Getting stand-out is increasingly hard - as the array of covermounts illustrates only too effectively. So it's imperative that publishers crack the subscription model once and for all (page 2).

Unless they learn how to lock in readers on an annual basis, publishers can only look forward to a future of rollercoaster circulations and a ridiculous spiralling of covermount gimmicks.