The Untapped Value Beneath the Covers: Why Archives Are Becoming Publishing’s Next Strategic Asset
Reframing magazine archives as long-term assets rather than expired content.
In a sector that has long prioritised the next issue over the last, magazine archives have often been overlooked. Once an issue had served its purpose, it was typically filed away or forgotten. That mindset is beginning to shift. Publishers are starting to recognise the long-term value of their back issues, not only as historical and cultural records but as digital assets that can generate revenue, re-engage specialist audiences and secure a place in academic and institutional settings.
WNIP spoke to both Jess Harrold and Ellie Burnage of Exact Editions about the renewed value of archives, the commercial case for digitisation and why even the most niche titles may be sitting on untapped potential.
Why do you think the value of archives, both financial and cultural, has historically been overlooked by magazine publishers? (EB)
“Traditionally, magazine publishers focused on looking ahead to the next issue rather than glancing in the rear-view mirror, leading to the chronic undervaluing of archived materials as resources. From a financial perspective, most publications’ primary business model prioritised generating new content to drive recurring subscription revenue and advertising sales, both of which relied on immediacy and short-term engagement.
“Culturally, the magazine format was designed to capture, comment on and shape current trends and particular moments in time, giving them a short shelf-life. Once an issue had fulfilled its purpose, it was often discarded.
“Another key reason is a lack of digital mindset within the publishing community until fairly recently. Although many print archives may have been in good order for internal reference, publishers might not have even considered the opportunity of repurposing their archival material. It is only with the recent rise of online databases and digital platforms that the industry has begun to realise the true potential of archives to both boost digital revenues and entrench their place in cultural history.”
Why are you so passionate about the opportunities for publishers that can be generated from archives? (JH)
“Exact Editions is passionate about the incredible opportunities that archives offer publishers; each archive represents years of expertise and creativity which, once digitised, can be transformed into dynamic educational resources that can be explored and shared in unprecedented ways.
“Our aim is to connect this valuable content with the audiences who appreciate it most. By helping publishers unlock the full potential of their archives, we ensure their collections remain engaging resources that not only educate and inspire readers, but also open new avenues for revenue.”
What are the principal benefits to publishers of digitising their archives? (JH)
“Digitising an archive delivers lasting benefits for publishers. It transforms years of print material into a searchable, high-quality digital resource easily accessible to readers worldwide.
“Digitisation opens valuable new revenue streams through increased online subscriptions for both individuals and institutional libraries. Archived material holds strong appeal for academic and specialist libraries, where it is highly valued for research and teaching, and publishers who digitise their complete archive can increase subscription revenue and attract new audiences. We maintain a renewal rate of over 90% for institutional subscriptions, demonstrating the ongoing demand for archived content.
“Publishers who digitise their content with us also benefit from the opportunity to offer Perpetual and Ongoing Access (POA), a model that allows libraries to purchase permanent online access to the complete archive. This offering has proven popular amongst academic libraries who wish to guarantee long-term, sustainable access to quality content. To date we have sold over 110 POA licenses and this number is projected to grow significantly as more publishers recognise and adopt the benefits of the model, including 7 new additions since August.
“Ultimately, digitising an archive not only preserves a publication’s heritage but also enhances the title’s reach, helping to foster long-term relationships with prestigious institutions and increasing revenue.”
Is there a specific example of a publisher’s archive that you are particularly proud of, and why? (EB)
“The Autocar archive, which was finished in July 2023, was an enormous project that comprised over 6600 back issues stretching back to 1895, each of which documented an important piece of automotive history. The comprehensive archive showcases how B2C titles can transform themselves into educational research tools when digitised and made fully searchable; now, Autocar’s archive can be found in libraries in the UK, Europe and the United States.”
What are some potential challenges to be considered when embarking on a publisher archive project? (EB)
“One of the most immediate practical challenges to be overcome when embarking on a new archiving project is missing or incomplete material; a magazine with a centuries-long history is very likely to have gaps caused by multiple changes of ownership or physical location. During the digitisation of Autocar, Exact Editions launched the archive with some issues missing, whilst Haymarket sourced the print originals; the omissions were immediately picked up by eagle-eyed individual subscribers, reinforcing the loyalty and engagement of their audience.
“The format in which back issues are kept has also changed over time - one single archive may comprise print issues, negatives, floppy discs, CDs, and PDFs. Bringing all these formats together requires significant technical expertise.”
What advice would you give to a specialist interest title that assumes their archive “isn’t valuable enough” to monetise? (JH)
“It is a common misconception that niche or specialist archives have limited value. In reality, special interest titles often have incredibly loyal and knowledgeable audiences who value access to the complete archive; during the period between July and December 2023 following the extension of the Autocar archive, there were 21 times as many views compared to the preceding 6 months, with the most popular decades for browsing being the 1970s and 1980s.
“We consistently see specialist interest titles perform particularly well in both the individual and institutional market; librarians are eager to provide users with high-quality and unique content that is often unavailable through any other source and individuals are delighted they can explore the history of their favourite title. I’d advise publishers to investigate these often-missed opportunities; often the more niche the content is, the better!”