Haymarket closes tech title Atomic
Publisher Haymarket is to close Atomic, the magazine that described itself as “a unique voice in the technology wilderness”.
The next edition of the title will be the last, editor David Hollingworth has revealed.
He wrote to readers:
“It will likely surprise few of you to learn that times are very tough in publishing. In fact, in all forms of media, companies are struggling, and – sadly – Atomic’s felt that struggle this year.
Can’t say I’m surprised. Atomic started off as a truly great magazine for tech enthusiasts and degenerated into a very run-of-the-mill production. The quality of content they produced before acquisition by Haymarket was superb.
Probably shutting the doors 5 years too late.
Normally it doesn’t take 5 years of “run-of-the-mill” before readers desert, Lincoln. Atomic’s subs and circ had been strong, if small, but advertisers are hard to find. And the entire PC mag market has seen declines of 10-15% year-on-year, for the last four years or so.
Talk about uninformed comment.
Atomic’s circ has been declining year on year, like all the rest – BUT it was coming from a much smaller base, and a few years back it was taken off the ABC lists because the figure was so small the publishers wanted it hidden.
There’s no argument that from its birth through the first few years at AJB were the golden days for Atomic, it was an amazing trend-setter, if not a ground-breaker, in every respect. The topics, art (some amazing early covers!), style of writing, community engagement online all raised the bar.
But once is shifted to Haymarket the downward slope began, and continued as the market matured and more websites worked into this space.
It’s bit of a long bow to pull to say it’s all been downhill 🙂
Last year was one of Atomic’s best – across the board, especially in the event space. But this year, it’s become plain that something needs to be done to address the fact that our readers and our advertisers are looking for different solutions.
So we’re trying something bold, and more than a little bit exciting.
The plan to merge Atomic with PC & Tech Authority has been met with overwhelmingly positive feedback from both parties. To my mind, we’re not closing – we’re evolving.
It’s an interesting strategy. Atomic, a hard core niche vertical title targeted at a very tight audience. It’s struggled to survive in a declining market and a depressed PC Gaming sector, yet rather than acknowledge the best years are gone, its had its time and run its course…as all things do, and let it sail off into the sunset, the publisher has a new strategy.
They are going to take a very niche product and brand, and try to shoehorn it into an already morphed and hybrid PC and. Tech Authority…a title leaning far more towards the B2B PC space, but now evolved with a mix of cameras and other consumer tech…plus a new Atomic bolt in. Am I the only person thinking this is the publishing equivelent of Gloria Wildenstein.
Oh. So for those of us (like me) who paid our yearly sub YESTERDAY what happens? Especially as I am not thrilled by PCA. I have never purchased, PCA – 16 pages of Atomic aren’t likely to change that. A more expensive magazine to buy for only 16 pages of what I want to read? No, don’t want it, sorry.
What are the chances of getting my money back?
Closing now, after last year being one of Atomic’s best? That makes zero sense, no matter which way you look at it. This magazine has been poorly edited for some time. It shows and the market can’t make things up.