Adult colouring books are 2015’s hot publishing trend, says Pacific Magazines boss Zavecz

Adult colouring books have brought a new lease of life to the publishing industry, the boss of the country’s second largest publisher has claimed.

Peter Zavecz, CEO of Pacific Magazines, told Mumbrella that the company is to launch another three colouring in books before Christmas following successes with colouring books under the Better Homes & Gardens, New Idea and That’s Life mastheads.


New Idea colouring book cover

New Idea: Colouring-in is readers new ‘happy place’

The trend, which has also seen Bauer Media launch an Australian Women’s Weekly branded colouring book, began overseas.

Zavecz said: “Trend following is something we’re right into and we know these trends come and go very quickly.”

Peter Zavec, director Pac Mags at Mumbrella 360, 2014.

Peter Zavecz: Chasing the colouring-in trend

He explained the company saw the trend in Europe and the prices colouring books were selling for online signalled an attractive revenue opportunity.

that's life! Colouring Book to Calm the Mind

That’s Life’s: Calm the mind

“It’s one of those trends that won’t last a long time but if you get in early, you can certainly take advantage of the opportunity,” Zavecz said.

He added: “Our supermarket partners love it. What it does it shows an extra dimension to that relationship we have with consumers.

“The good thing for us internally is that it reminds us that people are still excited about innovation in print. People are still connecting to print products and they will respond to innovation.

For Pacific Magazines with each colouring in book selling for $9.99 a pop they are a “very profitable” part of the business.

“The four have been our best selling “one-shops” for quite some time and all of them have shown very similar results,” Zavecz said.

He declined to divulge actual sales figures, only saying “It’s very profitable. It’ll be profitable until everyone floods the market.”

Bauer Media’s The Australian Women’s Weekly last month launched its first colouring in book, which sells for $9.95 a copy. AWW editor-in-chief helen McCabe told Mumbrella: “Yes it has been a great success and we certainly have plans for more.”

Bauer has now entered the increasingly competitive colouring-in market

Bauer has now entered the increasingly competitive colouring-in market

The trend is being driven by a consumer desire to switch off from mobile and digital devices, Zavecz said.

Better Homes & Garden

Better Homes & Gardens: Happy mind

“For every trend there’s a counter-trend and people need some time out from their iPhone to chill and de-stress and take a lot of things off their mind.

Zavecz declined to reveal which colouring brands will launch next, saying only that they would include more titles related to Better Homes and “a couple of little twists”.

This is not the first time Pacific Magazines has jumped on a trend Zavecz said, with knitting specials another new revenue stream.

“We saw knitting as a trend a long time and we’ve done a number of knitting specials and we’re even selling wool online,” he said.

Miranda Ward

Peter Zavecz is speaking at next week’s Publish Conference on the Question Time panel where he is joined by NewsLifeMedia CEO Nicole Sheffield, Mediacom chief investment officer Nicole Turley, The Newspaper Works CEO Mark Hollands and chairman of Publishers Australia and Hunterfive Group CEO Ash Hunter. For more information on the program and how to book tickets click on the banner below.




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