The Beano is celebrating its 80th Anniversary.
According to a report in The Independent, “The Beano … now sells more than 37,500 copies a week, or 1.86 million copies a year. In a comic market which has dropped by approximately 10 per cent in the same period, these figures are somewhere in the region of miraculous, yet simple testimony to publishers DC Thomson’s knowledge of their market. “Online traffic has grown 900 per cent in the last year,” says Stirling. “Two million kids use the site, which is the number of kids who read the comic itself back in the 1950s.”
This week’s anniversary issue is guest-edited by David Walliams.
Iain Sawbridge, chief marketing and content officer at Beano Studios, told The Independent he thought the Beano success is partly down to the fact that much of the entertainment industry still hasn’t found a way of replicating what The Beano got right more than 60 years ago. “The reality is, the media industry doesn’t ‘think kid’ enough” he says. “So children aren’t always getting the entertainment experiences they deserve in broadcast or digital environments, and the digital world where older kids now spend most of their time isn’t made for 6 to 12s.” That strikes me as very true.
He goes on.. ““Gaming, YouTube and social media are largely designed for 13 and over, and yet children now spend more time online than on television. Why aren’t there more places made for them, with content they love and environments that are safe? That’s why we created beano.com and our YouTube channel, to complement The Beano comic.”
Long live The Beano in all its forms.