"Heard on the Web" Media Intelligence Courtesy of BoSacks and The Precision Media Group America's Oldest e-newsletter est.1993

Magazine Sales Decline In Second Half Of 2011/ The 25 Biggest Magazines At End Of 2011


Magazine Newsstand Sales Suffered Sharp Falloff in Second Half of 2011





Not even Kim Kardashian's 72-day now-you-see-it, now-you-don't marriage to Kris Humphries was enough spur magazines to fly off the newsstands in the second half of 2011.


Single-copy sales of consumer magazines, including many women's and celebrity publications, dropped significantly, according to the circulation figures released on Tuesday by the Audit Bureau of Circulations. In the second half of the year, the five magazines with the highest newsstand sales - Cosmopolitan, Woman's World, People, First for Women, and In Touch Weekly - all saw decreases. Over all, newsstand sales were down 9.96 percent, to 28.9 million copies compared with about 32.1 million copies in the second half of 2010.


Cosmopolitan's sales were off 6.75 percent, to 1,460,982 copies from 1,566,658 copies in the same period of 2010. Woman's World saw a decrease of 8.3 percent, to 1,166,962 copies; and People magazine dropped by 12 percent, to 1,106,244 copies. First for Women decreased 10.55 percent and In Touch Weekly decreased 8.71 percent.


The decline of newsstand sales may seem to reflect the migration of users to tablets and mobile phones. But while the A.B.C. figures include digital subscriptions or applications like iPad apps, those numbers are not broken out from the totals.


"It's not just technology, it's the proliferation of media," said Steven Cohn, editor of the Media Industry Newsletter, about the declines. Readers that used to rely on print magazines for their gossip news, he said, can now see that news filtering through many online portals and social media like Twitter and Facebook.


Paid circulation figures for magazine subscriptions were flat, with a drop of 1 percent for paid and verified (copies that are given out for free). The magazines with the highest circulation were AARP The Magazine and AARP Bulletin - each with more than 22 million copies for the second half of 2011. But both saw declines in paid circulation of 5.65 percent and 5.95 percent, respectively. Members of AARP receive the magazines as part of their membership.


Better Homes and Gardens saw a slight decrease of 0.78 percent in paid circulation, while Reader's Digest dipped 0.49 percent.


One standout on the plus side was Game Informer Magazine, aimed at video game enthusiasts. It increased its paid subscriber base by 48.1 percent, to 7,514,460 in the second half of 2011.


Other notable changes included Time magazine, which reported a drop of 3.4 percent in single-copy newsstand sales, to 76,555. Paid circulation for the news magazine decreased only 0.5 percent to 3,298,390. Newsstand sales for Vanity Fair dropped 20.1 percent, to 323,946, and paid circulation dropped 4.8 percent. Newsstand sales of The New Yorker were up 2.8 percent, to 33,530, and paid circulation was up 2.2 percent, to 1,047,260.



US Magazine Sales Continue To Decline In Second Half Of 2011


By Tess Stynes



Industry losses have generally been moderating from their punishing lows in 2008 and 2009.


Total circulation, which includes paid subscriptions and free copies as well as newsstand sales, was down 1.1% for the latest period, according to the data, which cover the six months ended Dec. 31 for 408 magazines.


Newsstand, or single-copy, sales are considered the best gauge of consumer demand because they can't be propped up by deeply discounted subscriptions or free copies distributed in public places such as doctors' offices.


Total paid subscriptions edged up 0.7% in the period.


Among the newstand circulation declines at women's magazines, Conde Nast's Glamour fell 9.9%, Meredith Corp.'s (MDP) Family Circle dropped 13% and Hearst Corp.'sGood Housekeeping dropped 15%. Woman's Day slid 6% and O, The Oprah Magazine fell 32%.


Among celebrity weeklies, Wenner Media'sUS Weekly was down 9.5%, Bauer Publishing's In Touch and Life & Style were down 8.7% and 7.9%, respectively. American Media Inc.'sStar magazine was down 12% and Time Inc.'s People was down 12%.


--, Dow Jones Newswires;



The 25 Biggest Magazines At End Of 2011




The Audit Bureau of Circulation has released circulation figures for the second half of 2011. AARP magazine held onto its top spot with a circulation of more than 22 million. Of all the magazines, Game Informer showed the biggest growth in circulation, increasing by 48.13 percent. Ladies' Home Journal saw a 15.76% drop in circulation, while O magazine experienced a 5% drop.


Newsstand sales for all magazines also fell about 10%, from 32.1 million copies in the second half of 2010 to 28.9 million during the same time in 2011. See below for the 25 magazines that ended the year with the highest circulation numbers. Which do you read -- and which have you never heard of?







Magazines' Newsstand Slide Accelerates but Digital Circulation Shows Promise

Readers Still Flock to Newsstands When Big News Happens

By: Nat Ives



Magazines' paid circulation continues to slip, victim of a persistent undertow at newsstands that seems to be regaining strength.


Magazines' average paid and verified circulation in the second half of 2011 fell 1% from the half a year earlier, according to the Audit Bureau of Circulations' latest roundup of publishers' circulation reports.


Subscriptions increased 0.7%, but that wasn't enough to overcome a 10% drop in single-copy sales, according to the audit bureau's figures.


Newsstand sales fell 9.2% in the first half of 2011, by comparison, 7.3% in the second half of 2010 and 5.6% in the first half of 2010.


Subscriptions are a much bigger component of the total -- 86.8% in the new report -- but newsstands help bring in new readers. Changes in newsstand sales also give advertisers a more immediate indication of consumer demand than subscriptions, where readers commit to a year or two at a time.


Publishers say newsstand sales, however, can't be read quite as simply as in the past, citing complicating factors such as fewer retails outlets that sell magazines, magazine racks' location further back in some stores, fewer weekly shopping trips for many consumers, and shoppers' reduced propensity for impulse buys.


Exceptions to the second-half newsstand declines included Time Inc.'s All You, where single-copy sales increased 15% from the first half of 2010, and Hearst's Food Network Magazine, where single-copy sales gained 16.3%.


Publishers also continued to emphasize their growing paid circulation on digital platforms such as the iPad, Kindle and Nook. Conde Nast's Wired magazine averaged digital circulation of 108,622 in the second half, for example, including 68,380 print subscribers who activated free digital access, 7,004 digital single copies and 33,237 paid digital subscriptions.


Conde Nast believes the Kindle Fire and Nook Color will encourage further digital circulation growth this year. They did not make an impact on Conde's paid numbers for the second half of 2011 because they came with free three-month subscriptions to Conde titles.


Print single-copy sales performed well last year when magazines focused on big events such as Britain's royal wedding, the death of Osama bin Laden and the 10th anniversary of the Sept. 11 attacks, according to a report last week by the Magazine Information Network, or MagNet.


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"Heard on the Web" Media Intelligence:  
Courtesy of  The Precision Media Group.
 Print, Publishing and Media Consultants 
PO Box 53, Copake  NY  12516 
Contact - Robert M. Sacks  518-329-7994



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