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City and Regional Trends
Many city and regional publications are still heavily dependent on print models, and the majority are seeing year-over-year declines in at least one category.
Chesapeake Home+Living saw its paid subscriptions drop by 36.3 percent, and newsstand sales dropped by 69.3 percent, for example. Atlanta Magazine saw a 5.2 percent drop in paid subscriptions, but single copy sales jumped by 7.9 percent. Boston Magazine grew its paid subscription base by 6.4 percent, but lost around 7.9 percent on the newsstand.
Time Out Chicago posted a 3.6 percent gain in the number of paid subscriptions, though single copies did slip by 26 percent. Sister title Time Out New York saw across the board declines—paid subscriptions dropped by 14.2 percent and single copies slid 24.9 percent.
Aspen Peak magazine lost 15.5 percent of its paid subscription base when comparing these figures year-over-year, and newsstand sales dropped by 36.4 percent. Boston Magazine saw a 6.4 percent gain in paid subscriptions, but the newsstand fell by 7.9 percent.
Maine-focused Down East magazine saw a loss of 6.6 percent in paid subscriptions but gained 6.2 percent at the newsstand. The subscription-only Long Island Pulse magazine was one of the biggest winners of the city and regional market, with paid subscriptions up 20.8 percent.
Los Angeles Confidential saw a 9.2 percent drop in paid subscriptions and a slide of 53.8 percent on the newsstand. Michigan Avenue magazine gained 1.2 percent on paid subscriptions, but lost 71.4 percent on the newsstand. Philadelphia Style saw across the board declines, with paid subscriptions dropping by 20.7 percent and single copies by 75 percent.
According to the U.S. Census Bureau, those of Hispanic descent will likely make up one-third of the U.S. population by the year 2050. The most recent census data shows that this demographic grew by a whopping 50 million, or 43 percent, in the last 10 years to make up about 17 percent of the total U.S. population. One in six Americans, says the Census Bureau, is now of Hispanic descent.
Last year, the first half numbers from the auditing agency showed that Hispanic titles posted large gains in circulation and at the newsstand. The second half of 2012, however, was a mixed bag.
Meredith’s Siempre Mujer magazine increased its paid subscriptions by 11.9 percent, though newsstand sales slipped 9.3 percent.
While Cosmopolitan saw large drops, sister title Cosmopolitan En Español increased its paid subscriptions by 99.9 percent. Newsstand sales, however, dropped 15.3 percent.
Latina magazine saw paid subscriptions decrease by 1 percent, but the newsstand fell 37.4 percent for this title. Poder Hispanic posted a 36.5 percent gain in paid subscriptions but single copy sales fell by 52.5 percent.
The Economist Latin American edition faired worse than its North American counterpart, dropping by 9.6 percent in paid subs and 33 percent in single copies. The North American edition increased paid subs by 0.6 percent but lost 16.1 percent on the newsstand.
Vanidades saw a 28.4 percent jump in the number of paid subscriptions, and newsstand sales increased by 18.6 percent. People En Español grew paid subscriptions by 0.8 percent but lost 7.9 percent on the newsstand.