One of the hottest T-shirt designers on the market is a magazine.
Mental Floss, the 160,000 circulation magazine owned by publishing magnet Felix Dennis, derives one-third of its revenue from e-commerce, one-third from subscriptions and newsstand sales, and one-third from advertising.
Its T-shirt business represents about 40 percent of its e-commerce revenue.
On Tuesday, it unveiled its latest effort, T-shirt Tuesdays, where every week Mental Floss will reveal a new design to capitalize on one of its best selling products. Last year, Mental Floss sold about 40,000 T-shirts for $24.99 a pop.
Indeed, as the media industry struggles with a severe decline in advertising publications like Conde Nast’s Lucky and Gawker are delving further into the business of e-commerce. The idea is to tap into loyal audiences and subscribers and turn them into a ready-made market.
Mental Floss, a quirky publication covers such diverse subjects as sunken treasures to paper back books to operas based on Richard Nixon, is considered a pioneer of editorial merchandising, selling its readers products for the past decade.
Mental Floss founders Will Pearson and Mangesh Hattikudur Said in an interview with Reuters that the magazine’s T-shirt business already generates seven figures in revenue, but declined to be more specific. Some top selling T-shirts include “I’m no Rocket Surgeon” and “I’m an English Major, You Do the Math.”