Beyond Newsstands: Boston Magazine Bets on Convenience to Expand Reach

By Timothy Bell – Brand Navigator: Media, Marketing & Entertainment

In an era where many print publications are shrinking or disappearing altogether, Boston magazine is making a counterintuitive move: expanding its footprint. Boston Globe Media announced this week that the award-winning lifestyle publication will now be available in over 350 new retail locations, primarily 7-Eleven and Cumberland Farms stores throughout Massachusetts, bringing its total distribution to approximately 750 locations. This isn’t simply about adding more newsstands; it’s a strategic bet on accessibility and a sign of a broader shift in how regional magazines are reaching readers.

Acquired by Boston Globe Media earlier this year, Boston magazine is leveraging its new parent company’s resources to not only stabilize its print presence but actively grow it. While many publications are laser-focused on digital subscriptions, Boston magazine is doubling down on print—but with a twist. The move to convenience stores signals a calculated attempt to reach a broader, more casual audience – those who might not actively seek out a monthly magazine but are likely to impulse-purchase while grabbing coffee or a snack.

"We're trying to meet readers where they are," said a source within Boston Globe Media. "Print isn’t dead, but it needs to evolve. Convenience stores offer a high-traffic, impulse-driven environment that’s perfect for expanding our reach beyond our core readership."

Navigating a Changing Media Landscape

The expansion comes at a critical juncture for local media. Consolidation continues to reshape the industry, with larger media groups acquiring smaller, independent publications. This trend often leads to cost-cutting measures, reduced local coverage, and a decline in print circulation. Boston Globe Media's acquisition of Boston magazine, however, appears to be a different story. The company is not simply consolidating; it’s investing in the brand and exploring new avenues for growth.

"This isn't just about preserving print; it's about building a sustainable ecosystem for local journalism," explained a media analyst familiar with the Boston market. “Boston Globe Media understands the value of a strong local brand and is willing to experiment with different distribution models to ensure its continued success.”

This strategic move places Boston magazine alongside other regional publications exploring alternative distribution channels. Philadelphia magazine, for instance, has been quietly expanding its presence in convenience stores and pharmacies for several years, with promising results. Industry experts believe this trend will continue as magazines seek to break free from the limitations of traditional newsstands.

Reaching the Commuter & the Impulse Buyer

The choice of convenience stores as a key distribution channel is particularly intriguing. These locations are frequented by commuters, tourists, and those making quick stops throughout the day – a demographic that might not typically browse magazine racks at bookstores. By placing Boston magazine alongside impulse purchases like snacks and beverages, the company is hoping to capture the attention of a new audience.

“We're not necessarily targeting our existing subscribers with this expansion,” a source within Boston Globe Media explained. “We're trying to reach people who might not even know Boston magazine exists. The convenience store environment provides a unique opportunity to introduce our brand to a wider audience.”

However, this strategy isn't without its challenges. Convenience stores are often crowded and chaotic environments, and magazines can easily get lost in the shuffle. The company is therefore investing in strategic in-store displays and cross-promotional offers to ensure visibility. They also plan to leverage social media to drive traffic to participating locations.

A Hybrid Approach: Print & Digital

While the expansion of print distribution is noteworthy, it's important to note that Boston Globe Media is not abandoning digital. In fact, the company is actively investing in its online platforms and exploring new ways to engage with readers digitally. A source at Boston Globe Media confirmed that digital readership has grown by 15% in the last year.

“We see print and digital as complementary,” a source stated. “Print provides a tactile, curated experience that many readers still value. Digital allows us to reach a broader audience and provide more timely, interactive content.”

The company is therefore adopting a hybrid approach, leveraging the strengths of both print and digital to build a sustainable business model.

The Future of Regional Magazines

The expansion of Boston magazine’s print distribution is a bold move in a challenging media landscape. It remains to be seen whether this strategy will be successful, but it’s a clear sign that regional magazines are not willing to go down without a fight. By embracing innovation and exploring new distribution channels, these publications are proving that print can still thrive in the digital age.

"It's about finding ways to stay relevant and connect with readers on their terms," said the media analyst. “Boston magazine is betting that accessibility and convenience are key to unlocking a new chapter for regional magazines. It’s a gamble, but one that could pay off handsomely."

This move by Boston Globe Media demonstrates a commitment to local journalism and a willingness to experiment with new models for sustaining print in a digital world – a model other regional publications will likely be watching closely.