This paper examines innovation within the UK magazine publishing industry. We find that publishers are able to engage with niche interest groups in order to supply a high value-added product. The paper attempts define the characteristics of the industry and to examine the drivers of innovation through a survey and an exploratory approach to data analysis. We suggest that the frequently employed simple output measures of innovation do not adequately capture the innovation process in this industry or the range of activities carried out by firms. We find that groups of firms engage different patterns of innovative behaviour depending on the drivers of innovation. Firms that are more responsive to consumer trends are more likely to engage in a wider range of associated activities in order to add value from their consumer knowledge
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