What I Learned About Children's Magazines in Post-Pandemic America - Molly Bruni

Children’s magazines are not dying; they are adapting to a new landscape.
The pandemic sales boost was temporary, with sales now flatlining or declining as life returns to normal.
Affordability is a major challenge due to rising costs for production, paper, and shipping, combined with a low price ceiling consumers are willing to pay.
Competition is fierce, not just from screens, but from all forms of children’s entertainment, as magazines exist in a “gray space” between toys and books.
Traditional acquisition methods are failing, with costly direct mail, rising retail slot prices, and unpredictable social media ad results.
The future is “content ecosystems,” with publishers shifting from being magazine companies to content companies, repurposing stories across print, newsletters, podcasts, and video.
Niche, mission-driven magazines are thriving, proving that tightly focused products with passionate audiences can succeed.
Magazines are vital for literacy, as they are low-pressure, screen-free tools that blend play with learning and can inspire reluctant readers.
The path forward requires intentionality: Publishers must lean into print’s strengths (tangible, finite) and focus on building communities rather than just single transactions.