Linda de Mol sees the circulation of her magazine LINDA. slump sharply, especially in loose sales. “We’re going down now too. That scares you and you find that annoying.”
The print market has been shrinking for years, but Linda de Mol and her magazine were the exception to the rule. But she too has to believe it now: the LINDA. sitting in the elevator down. “The market is really under pressure. We feel that too,” says editor-in-chief Karin Swerink in the Adformation†
‘That scares you’
For a long time, the LINDA stayed. stable. “That was fantastic. But now we’re going down too. That scares you and you find that annoying. But we are also a very big brand. People know where to find us. Whether that is print or online,” says Karin.
Louise van Nispen, managing director of LINDA., emphasizes that the magazine is still ‘by far‘ is the number 1 glossy for women. “But we also have to deal with the market conditions. There are many more forms of entertainment. Inflation isn’t helping either.
‘Really dropped’
The loose sale of LINDA. has fallen sharply since Linda is no longer on the cover due to all the controversy. “Yes, it has really gone down. This was also apparent from the reader survey: people miss Linda de Mol,” says Karin.
But there were also other factors at play, she says. “Because of corona, people made different decisions. Sustainability was also discussed: people started thinking about what they buy. Reduce consumption a little.”
Cheese slicer
Does this mean that the LINDA. have to cut spending? No, Karin thinks. “If we start using a cheese slicer, the reader will notice that. If we are the reader, who is the LINDA. and wants to spoil itself, disappoint, then you are over and lost.”
Perhaps it could lead to ‘other choices’, says Karin. Linda’s comeback should also help. “In any case, it is clear that Linda will be back in the third week of September, after the holidays. We are now thinking about how we are going to do that.”
LINDA.
Linda returns on the cover at the end of September: