Piaras Kelly PR - Public Relations in Ireland

Unfortunately last week saw the demise of Capital Magazine, a biweekly publication aimed at young Dubliners. When it launched I thought it would struggle due to the number of free magazines aimed at a similar market such as Mongrel. Twenty six weeks later I was proved right.

A strange thing happened though during those twenty six weeks, Capital won me over. Its comedic take on Dublin life with features like Northside vs Southside and retro top tens lists, captured the spirit of the city for me.

While many Internet commentators like to hail the Internet as the death of print media, the reality isn’t that simple. There’s a variety of other factors at play. In this instance, rival publications were available for free at distribution points widely frequented by the target market such as record stores and shopping centers. Right publication, but wrong business model.

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