ALL YOU Rate Base Jumps Again
This Time Inc. title is only sold in one store but continues to grow.
Even though Time Inc.’s lifestyle magazine ALL YOU is only sold on newsstands at Wal-Mart, the company announced it is increasing the title’s rate base to 1.5 million, up from its current 1.3 million.
According to the Fas-Fax report released in June by the Audit Bureau of Circulations [ABC], total paid, verified and analyzed non-paid circulation for ALL YOU was 1.3 million and single copy sales came in at 444,815 for the first half of 2011.
In January, ALL YOU increased its rate base from 1.05 million to 1.22 million, delivering an 8.4 percent bonus for the first half of 2011. The title also increased its rate base in July to its current level—in total, paid subscriptions are up 29 percent.
The magazine, which costs just $2.49 on newsstands, is outperforming similarly priced “value” women’s magazines in terms of circulation. Bauer Media Group, Inc. publishes both Woman’s World and First for Women magazines—both reach the same audience and have the same price point as ALL YOU.
Yet, for the period ending in June 2011 Woman’s World had a total paid, verified and analyzed non-paid circulation of 1.3 million—a decrease of almost 100,000 from the pervious reporting period, which ended in December 2010, according to ABC. Single copy sales also saw a decline for the period ending in June 2011 to about 1.2 million—also a decrease of almost 100,000 from the previous December 2010 reporting period.
First for Women magazine, which is priced at $2.49, is also lagging behind ALL YOU—total paid, verified and analyzed non-paid circulation saw a decrease in June 2011 by about 30,000 and single copy sales also decreased from December 2010 by about 36,000.
Though ALL YOU has some catching up to do in the realm of single copies in comparison to some of these competitors, the high rate base and circulation figures of the publication, which is only sold at one store, may be attributable to Wal-Mart’s reach—138 million people enter the retail chain to shop every week—giving the title a high rate of exposure.
As initially reported by AD, some titles audited by ABC are struggling, especially in comparison to ALL YOU. Overall circulation—paid, verified and analyzed non-paid—dipped into the negative figures for around 45 percent of the U.S. magazines included in the first half 2011 Fas-Fax report.