All You Makes a Big Change on the Newsstand
Amid flagging newsstand sales, All You expands single-copy distribution.
Time Inc.’s All You is broadening its distribution, moving beyond the exclusive newsstand deal it had with retail giant, Walmart.
The April issue of the smart-shopping magazine will be available at major retailers across the country, including Target, CVS, Walgreens and Barnes & Noble.
Citing a spike in bargain hunting and multiple-store shopping, All You says it’s trying to capitalize on the demographic.
"Recognizing this cross-shopping behavior, All You is expanding distribution to meet the needs of this growing population and realize untapped consumer demand," says Suzanne Quint, the magazine’s publisher, in a statement. "With our expansion we’re looking forward to reaching more consumers wherever they shop and continuing to drive sales for marketers."
See also: All You Courts Hispanic Market
All You has done well with circulation as a whole—it’s rate base increased 50,000 to 1.55 million in January; subscriptions are at an all-time high—but single-copy sales have been trending downward.
After a peak of more than 485,000 in 2011, average newsstand sales dipped to just 320,000, according to the most-recent Alliance for Audited Media report. Despite the 35-percent drop, the magazine still ranks 14th among consumer titles at the newsstand.
All You‘s ad pages have also declined since 2011, dropping 24 percent from 2011 to 2012, and another 4 percent last year, according to the MPA.