Along with Stephen King and Hammer Horror, Fangoria magazine was one of the earliest influences on my obsession with Horror in all its various forms. I scored a binder filled with the first 12 issues when I was 14 and became a devout subscriber.
40+ years later, Fangoria’s transformation from a struggling print magazine into a multimedia powerhouse is a story of resilience, innovation, and strategic growth. Their journey provides valuable insights for anyone in the horror business – whether you’re running a small indie publishing house, starting a podcast, or looking to scale your horror-themed merchandise line.
Let’s break down Fangoria’s rise to success, the strategies that set it apart, and why it’s the ultimate business model for horrorpreneurs at any level.
Fangoria’s launch
Fangoria began as a print magazine focused on sci-fi and fantasy under the name Fantastica. This title was short-lived due to its similarity to Fantastic Films magazine, and it was forced to cease publishing. The magazine was soon relaunched as Fangoria, with the first issue being published in August 1979.
Despite early enthusiasm from the creators, it failed to connect with its audience, leaving the publication in financial turmoil. By its seventh issue, a strategic pivot shifted the focus primarily to horror content – a niche growing in popularity thanks to blockbuster films like Halloween and The Shining.
This transition proved to be the magazine’s first major success. Fangoria discovered an underserved audience and committed to becoming the definitive voice of the genre. This highlights a critical lesson for horrorpreneurs: find your niche and own it completely.
A diverse brand
During the 1980s and 1990s, Fangoria didn’t settle for being just another magazine. Instead, it expanded its brand across multiple channels, creating a deeper relationship with its audience:
Global reach: Fangoria launched international editions in Japan, Italy, and other markets. While these ventures weren’t all long-lived, they reflected the company’s willingness to test new ideas and explore global audiences.
Sister publications: Gorezone and Toxic Horror catered to sub-niches of horror fans, demonstrating a clear understanding of different audience segments.
Fan conventions: Fangoria capitalized on the immersive experiences horror fans crave by organising live events. This diversified its revenue and built a community around the brand.
The lesson for aspiring horrorpreneurs is clear: don’t just focus on one product – find multiple ways to engage with your audience. Whether through events, merchandise, or related spin-offs, explore avenues that deepen your brand’s connection to fans.
Adapting to change and opportunity
The rise of the internet in the 2000s hit print media hard, and Fangoria was no exception. Declining ad revenue and increased competition from digital horror platforms forced the magazine to halt publication in 2017.
This period serves as a reminder of the challenges that even the most iconic brands face in evolving industries. What sets Fangoria apart is how it rose again – stronger than ever.
In 2018, the brand was revived by Cinestate, a Dallas-based entertainment company. Under new ownership, the magazine returned as a premium, print-only quarterly publication. This was a bold move at a time when most publications were shifting entirely to digital.
Key takeaway for horrorpreneurs: Sometimes, returning to your roots while offering something exclusive can make your brand stand out. Fangoria’s return to print emphasized quality over quantity, catering to collectors and hardcore fans.
A new era of multimedia dominance
Fangoria’s resurgence took on new life in 2020 when it was acquired by Tara Ansley and Abhi Goel, who redefined the brand’s mission to expand beyond print. The new ownership established Fangoria Publishing, LLC, and launched initiatives to grow the company across multiple media platforms:
Film and television: Fangoria Studios was created to produce horror films and series, putting the brand at the forefront of horror entertainment creation – not just commentary.
Podcasting: Recognizing the growing popularity of podcasts, the Fangoria Podcast Network became a key part of its strategy, reaching listeners on platforms they already frequent.
Merchandise and collectables: Fangoria leaned into its cult status by offering branded merchandise, tapping into fans’ love for physical memorabilia.
For horrorpreneurs, this is an important growth and engagement strategy: diversify your offerings across platforms where your audience already exists. Whether it’s video, audio, or physical goods, meet your audience where they are.
What makes Fangoria’s business model successful?
Fangoria’s success lies in a combination of timeless principles and modern strategies that can be applied to horror businesses of any size:
Understanding their audience: Fangoria knows horror fans are passionate, loyal, and always seeking deeper engagement. Every move they’ve made, from publishing to merchandise, reflects a commitment to serving this core audience.
Evolving with the times: From their pivot to horror in 1979 to their embrace of podcasts and multimedia in the 2020s, Fangoria has adapted to changing trends without losing its essence.
Building a community: Through events, conventions, and interactive content, Fangoria fosters a strong sense of belonging among its fans. A loyal community supports your business and amplifies your reach through word-of-mouth.
Leaning into exclusivity: By offering premium, print-only editions and collectables, Fangoria creates a sense of rarity and value, appealing to their audience’s collector mindset.
Lessons for horrorpreneurs at every level
You don’t have to run a multimillion-dollar company to apply Fangoria’s strategies to your business. Here are some practical tips for scaling your horror brand:
Start with a niche focus: Find the corner of horror that excites you most – whether it’s psychological horror, retro slasher nostalgia, or horror-comedy – and own it.
Diversify early: Don’t put all your energy into one channel. Experiment with podcasts, YouTube videos, merchandise, or community events to expand your reach.
Engage your audience deeply: Build relationships through newsletters, social media, and interactive experiences. A connected fan base is your most valuable asset.
Leverage partnerships: Collaborate with other creators, businesses, or influencers in the horror space to amplify your brand’s visibility.
Stay adaptable: Trends in horror – like any genre – can shift rapidly. Keep an eye on where the industry is heading and be ready to pivot when necessary.
Why Fangoria is the perfect case study
For horrorpreneurs, Fangoria proves that a brand rooted in passion and community can survive most things. By understanding their audience, embracing innovation, and staying true to their niche, they’ve built a business empire that serves as inspiration and a roadmap for growth.
Whether you’re just starting out or looking to scale, Fangoria’s story reminds us that successful horrorpreneurship isn’t just about making money. Business growth and survival depend on connectivity, relevance, creativity, and adaptability to successfully evolve at scale.
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Sources
Wikipedia contributors. "Fangoria." Wikipedia, 25 Nov. 2024, https://en.wikipedia.org/wiki/Fangoria.
"Fangoria Announces New Ownership and Growth Strategy." Gaming Shogun, 27 Aug. 2020, https://gamingshogun.com/2020/08/27/fangoria-announces-new-ownership-and-growth-strategy/.
‘About Us.’ Fangoria, Fangoria Publishing, LLC, https://www.fangoria.com/about-us/.
Luers, Eric. “The Fear Returns: Fangoria Enters a New Era with New Ownership.” Filmmaker Magazine, 28 Oct. 2020, https://filmmakermagazine.com/110527-the-fear-returns/.
