Connect with FOLIO:
         

ADVERTISEMENT



Magazines Take a Huge Hit at the Newsstand

ABC Fas-Fax report shows dramatic circ decline.



By Dylan Stableford
02/11/2008

The latest figures from the Audit Bureau of Circulations were released this morning, and, as expected, a number of high profile consumer magazines took a big hit in overall circulation while others saw a precipitous drop at the newsstand.

Among the top 25 magazines in terms of total paid and verified circulation, only AARP (with a membership-based paid circulation of 23.4 million for its bimonthly magazine) showed an increase of more than two percent over the second half of 2006. Time (-17.57%) Playboy (-10.04%) and Reader’s Digest (-7.64%) all showed significant drops in overall circulation.

In terms of single copy sales, seven of the top 10 showed decreases in sales in the last six months of 2007 versus the previous year, with Glamour (down 13.24%) taking the biggest hit. American Media Inc.’s National Enquirer (-15.25%) and Good Housekeeping (-20.71%) also saw significant declines among the top 25 magazines sold at the newsstand. Even Every Day with Rachael Ray, one of the industry’s most heralded launches in recent memory, struggled to match its 2006 newsstand success, with its single copy sales dipping 6.37 percent. (The magazine, however, more than made up for it in total subscriptions, climbing 133.7 percent—one of the largest increases in the industry.)

While the celebrity titles didn't suffer a precipitous decline in single copy sales, their former dominance has been tainted with continuing weak performances--even if they are still in the top 25. It wasn't so long ago when newsstand trackers were commenting that the celebrity category was almost single-handedly propping up newsstand sales as a whole. People (-8.49%), Star (-4.10%), In Style (-8.59%), and Life & Style Weekly (-9.67%) are all down, while In Touch Weekly (.06%), Us Weekly (2.74%) and OK! (7.13%) showed nominal increases.

Still, these seven celebrity titles account for about 32 percent of overall single copy sales in the top 25.

In the consumer business category, most titles were either flat or down in terms of overall paid circulation, with a few notable exceptions. Fast Company’s single copy sales jumped nearly 38 percent, though its overall paid circulation remained flat; BusinessWeek’s single copy sales increased 9.3 percent in the second half of 2007, while its overall circulation inched up 1.3 percent. (Interestingly, Business 2.0—which folded in September—did not have a terrible year, as its average paid circulation decreased just 3.8 percent; it tanked, however, at the newsstand.)

Predictably, the major newsweeklies—arguably the category most affected by the seismic cultural shift to the Web—did little to dispel that notion. Newsweek and U.S. News & World Report were flat; Time saw a dramatic drop of 19.4 percent in single copy sales. Meanwhile, the Economist (up 12.8% overall, 10.1% in single copy sales) and The Week (8.1%) posted circulation gains.

Check FOLIOmag.com throughout the day for updates and Fas-Fax analysis.


THE TOP 25 BY TOTAL PAID & VERIFIED CIRCULATION

NAME 6/30/07-12/31/07 6/30/06-12/31/06 %CHNG
AARP THE MAGAZINE 24,444,293 23,434,111 4.31%
AARP BULLETIN 23,815,128 22,840,177 4.27%
READER'S DIGEST 9,322,833 10,094,281 -7.64%
BETTER HOMES AND GARDENS 7,687,533 7,638,912 0.64%
NATIONAL GEOGRAPHIC 5,042,672 5,071,134 -0.56%
GOOD HOUSEKEEPING 4,632,531 4,741,353 -2.30%
FAMILY CIRCLE 4,011,530 3,953,651 1.46%
WOMAN'S DAY 3,930,566 4,027,113 -2.40%
LADIES' HOME JOURNAL 3,911,188 4,169,444 -6.19%
AAA WESTWAYS 3,775,228 3,735,510 1.06%
PEOPLE 3,618,718 3,750,548 -3.51%
PREVENTION 3,383,408 3,346,530 1.10%
TIME 3,351,872 4,066,545 -17.57%
TV GUIDE 3,288,740 3,281,316 0.23%
SPORTS ILLUSTRATED 3,213,025 3,204,699 0.26%
TASTE OF HOME 3,163,669 N/A N/A
NEWSWEEK 3,109,228 3,118,432 -0.30%
COSMOPOLITAN 2,902,797 2,947,220 -1.51%
VIA MAGAZINE 2,829,413 2,826,638 0.10%
SOUTHERN LIVING 2,802,716 2,824,105 -0.76%
PLAYBOY 2,700,262 3,001,723 -10.04%
AAA GOING PLACES 2,557,486 2,540,873 0.65%
MAXIM 2,548,610 2,501,175 1.90%
AMERICAN LEGION MAGAZINE 2,542,176 2,519,021 0.92%
O, THE OPRAH MAGAZINE 2,405,177 2,382,917 0.93%

 

THE TOP 25 BY SINGLE-COPY SALES

NAME 6/30/07-12/31/07 6/30/06-12/31/06 %CHNG
COSMOPOLITAN 1,896,641 1,945,296 -2.50%
PEOPLE 1,428,760 1,561,386 -8.49%
WOMAN'S WORLD 1,317,389 1,407,355 -6.39%
IN TOUCH WEEKLY 1,228,056 1,227,350 0.06%
FIRST 1,206,222 1,262,581 -4.46%
US WEEKLY 1,005,086 978,285 2.74%
FAMILY CIRCLE 976,821 867,008 12.67%
O, THE OPRAH MAGAZINE 836,770 866,884 -3.47%
GLAMOUR 747,014 861,006 -13.24%
STAR MAGAZINE 712,980 743,439 -4.10%
IN STYLE 700,112 765,937 -8.59%
NATIONAL ENQUIRER 688,783 812,686 -15.25%
LIFE & STYLE WEEKLY 672,463 744,453 -9.67%
WOMAN'S DAY 646,500 685,250 -5.65%
LINDY'S FOOTBALL ANNUALS 600,052 474,481 26.46%
GOOD HOUSEKEEPING 598,706 755,088 -20.71%
FIGURE 580,082 499,636 16.10%
OK! WEEKLY 550,100 513,473 7.13%
PEOPLE STYLEWATCH 548,600 N/A N/A
MEN'S HEALTH 540,150 519,358 4.00%
ALL YOU 475,102 395,432 20.15%
EVERY DAY W/ RACHAEL RAY 441,000 471,020 -6.37%
MAXIM 433,567 450,575 -3.77%
J-14 425,520 416,559 2.15%
SEVENTEEN 420,544 406,223 3.53%


Source: ABC

By Dylan Stableford
02/11/2008







RECENTLY in Audience Development dots icon
MOST READ on FOLIO: dots icon


CONNECT WITH FOLIO: NOW
         



Find What You Need dots icon

Folio: Marletplace

Seach top vendors, suppliers, service providers & more

Browse & Search the Full Directory Now


CAREER CENTER dots icon