Single-copy sales fall more than 12 percent in first half
By Louisa Ada Seltzer Sep 1, 2009
Cash-strapped readers once again cut down on their newsstand magazine purchases during the first half of the year, sending single-copy sales plummeting by double-digit percentages for the second straight reporting period.
Sales were off 12.36 percent, according to figures released this morning by the Audit Bureau of Circulations, from 41,403,050 during the first half of 2008 to 36,286,916 for the first six months of this year.
The dropoff was clearly a result of the ongoing recession, which has put the pinch on consumer spending.
It came after an 11.12 percent decrease in newsstand sales during the second half of 2008. During the first half of 2008, sales slipped 6.34 percent.
Still, overall circulation remained steadier, because subscriptions make up the bulk of magazine sales. Just 12 percent of total circulation comes from the newsstand.
Total paid and verified circulation was off 1.19 percent compared to a year earlier, from 343,711,119 to 339,614,513.
That compares to a 0.86 percent decline during the second half of last year. Circulation was flat during the first half of 2008.
All but one of the top 25 magazines in terms of newsstand sales saw declines during first half 2009. No. 21 Real Simple was the only one to increase, up 1.17 percent from the same period last year, to 393,578.
The No. 1 newsstand magazine, Cosmopolitan, was off 7.8 percent, to 1.62 million. People, the No. 2 magazine, slipped 12.77 percent, to 1.32 million.
Only a handful of consumer magazines saw newsstand gains period. Mother Earth News had the biggest, up 29.3 percent, to a still-modest 123,303.
Global Traveler had the biggest overall circulation increase, up 48.29 percent, to 106,654.
Music Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
ROLLING STONE
12
1,366,978
2.2
109,421
-5.4
1,476,399
1.6
SPIN
6
433,885
1.6
28,425
-30.0
462,310
-1.1
Source: ABC
Teen Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
J-14
5
100,907
-2.6
301,760
-10.5
402,667
-8.7
SVENTN
5
1,759,113
3.7
321,095
-2.2
2,080,208
2.8
TEEN VOGUE
5
865,355
6.1
175,600
-12.7
1,040,955
2.3
Source: ABC
Women's service/beauty Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
ALLURE
6
902,932
4.7
190,333
-16.8
1,093,265
0.2
COSMO
6
1,290,528
9.0
1,616,908
-7.8
2,907,436
-1.0
GLAMR
6
1,800,250
7.8
589,665
-14.0
2,389,915
1.5
MARIE CLAIRE
6
729,151
5.7
263,444
-9.1
992,595
1.3
Source: ABC
Fashion Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
ELLE
6
813,879
8.5
291,577
-12.2
1,105,456
2.1
HARPER'S BAZAAR
6
566,038
3.0
145,445
-13.1
711,483
-0.7
IN STYLE
6
1,113,198
6.6
625,589
-20.1
1,738,787
-4.9
LUCKY
6
928,650
1.1
198,583
-16.5
1,127,233
-2.5
TOWN & COUNTRY
6
420,133
0.8
35,519
-20.0
455,652
-1.2
VOGUE
6
923,730
10.1
374,750
-2.8
1,298,480
6.1
W
6
429,517
1.3
27,583
-21.0
457,100
-0.4
Source: ABC
Entertainment/Celebrity Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
ENT. WEEKLY
23
1,739,043
-1.9
40,494
0.9
1,779,537
-1.9
IN TOUCH
26
55,396
9.4
745,123
-17.7
800,519
-16.2
LIFE & STYLE
26
10,019
12.5
478,788
-7.8
488,807
-7.5
OK!
25
410,932
1.6
398,360
-20.4
809,292
-10.6
PEOPLE
25
2,296,508
0.3
1,319,350
-12.8
3,615,858
-4.9
STAR
26
556,806
-10.1
601,115
-14.3
1,157,921
-12.3
TV GUIDE
19
2,798,377
-10.2
136,592
-13.3
2,934,969
-10.4
US
26
1,102,352
6.4
843,479
-3.0
1,945,831
2.1
Source: ABC
Travel Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
ARTHUR FROMMER’S BUDGET TRAVEL
5
667,435
7.3
19,886
-18.4
687,321
6.3
CONDE
NAST
TRAVELER
6
795,393
0.8
25,267
-18.4
820,660
0.1
NATIONAL GEOGRAPHIC
TRAVELER
4
664,821
0.2
50,269
-16.2
715,090
-1.2
TRAVEL+
LEISURE
6
930,826
-0.6
27,161
-29.7
957,987
-1.8
Source: ABC
Personal Finance Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
BRRN'S
25
264,020
2.3
46,160
-7.7
310,180
0.7
KPLNGR'S
6
786,393
-0.1
30,731
-30.8
817,124
-1.7
MONEY
6
1,848,695
-0.3
67,275
-33.9
1,915,970
-2.1
SMART
MONEY
6
781,095
0.4
31,886
-35.1
812,981
-1.7
Source: ABC
Newsweeklies Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
ECNMIST
-N. AMER. ED
26
748,330
10.0
62,491
-6.6
810,821
8.5
NEWSWK
24
2,581,747
-2.7
64,866
-21.6
2,646,613
-3.3
THE WEEK
24
505,777
0.9
4,209
131.3
509,986
1.4
TIME
25
3,271,858
-0.6
100,382
4.6
3,372,240
-0.5
U.S.NEWS
5
1,325,348
-26.2
40,304
27.4
1,365,652
-25.3
Source: ABC
Women's Service Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
BTTR
HOMES
6
7,446,030
1.2
188,167
-35.5
7,634,197
-0.2
FAM.
CIRCLE
7
3,259,224
7.7
673,286
-22.5
3,932,510
0.9
FIRST FOR WOMEN
9
204,394
0.9
1,066,167
-9.3
1,270,561
-7.8
GOOD
HSEKPING
6
4,161,736
1.5
468,661
-17.7
4,630,397
-0.8
LADIES'
HOME
JRNAL
6
3,658,953
4.4
183,838
-46.0
3,842,791
-0.1
MRTHA
STWART
LIVING
6
1,814,639
2.7
216,205
-20.4
2,030,844
-0.3
MORE
5
1,181,505
6.4
156,658
0.3
1,338,163
5.6
OPRAH
6
1,704,643
2.7
693,054
-5.6
2,397,697
0.1
REAL
SIMPLE
6
1,583,243
-3.3
393,578
1.2
1,976,821
-2.4
RDBK
6
2,068,586
2.1
154,609
-23.5
2,223,195
-0.2
WMAN'S
DAY
9
3,523,843
5.2
410,147
-22.4
3,933,990
1.5
WMAN'S
WORLD
26
105,349
0.0
1,175,550
-8.3
1,280,899
-7.7
WMEN'S
HEALTH
5
1,144,801
37.4
333,463
8.7
1,478,264
29.7
WRKING
MOTHER
4
827,834
-0.3
94
-81.1
827,928
-0.4
Source: ABC
Parenting Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
COOKIE
5
554,154
5.6
12,120
-19.7
566,274
4.9
FAMILY
FUN
5
2,135,759
17.6
18,444
-0.5
2,154,203
17.4
PARNTNG
5
2,171,454
9.0
13,782
-32.9)
2,185,236
8.5
PARENTS
6
2,021,329
-0.6
38,514
-26.9
2,059,843
-1.3
Source: ABC
Sports Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
ESPN THE MAG
13
2,039,250
0.8
20,019
-20.4
2,059,269
0.6
SPRTING NEWS
12
599,422
-15.4
11,700
59.9
611,122
-14.6
SPORTS
ILL
26
3,174,372
0.5
77,926
-24.8
3,252,298
-0.3
Source: ABC
Personal Sports Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
BICYCLNG
5
392,906
6.8
46,307
-7.5
439,213
5.1
GOLF DIGEST
6
1,570,910
3.8
105,595
-21.2
1,676,505
1.8
GOLF MAGAZINE
6
1,357,707
2.2
69,518
-15.4
1,427,225
1.1
GOLF WORLD
24
176,004
0.9
-
-
176,004
0.9
RUNNER’S WORLD
6
573,140
4.2
100,895
1.2
674,035
3.7
SKI
3
394,930
-11.3
11,398
-24.2
406,328
-11.7
SKIING
2
295,938
-25.8
13,164
-16.2
309,102
-25.4
TENNIS
5
596,017
0.3
8,520
-14.1
604,537
0.1
Source: ABC
Bridal Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
BRIDAL
GUIDE
3
61,693
19.4
111,484
-15.7
173,177
-5.9
BRIDE'S
3
159,504
10.6
184,333
-3.8
343,837
2.4
MODERN
BRIDE
3
202,626
16.2
129,000
-20.0
331,626
-1.2
Source: ABC
Epicurean Averages for the six months ending June 30, 2009
Title
Issues per period
2009 subs
% chg
2009 newsstand sales
% chg
2009 total paid circ.
% chg
BON APPETIT
6
1,253,741
-0.4
98,917
-12.6
1,352,658
-1.4
COOKING LIGHT
5
1,600,728
-1.9
171,301
-19.7
1,772,029
-4.0
EVERYDAY WITH RACHAEL RAY
5
1,439,689
7.5
375,773
-8.4
1,815,462
3.8
EVERYDAY FOOD
5
979,365
15.9
105,667
-23.4
1,085,032
10.4
FINE COOKING
3
147,707
0.4
103,983
-9.3
251,690
-3.8
FOOD & WINE
6
881,156
-1.7
52,837
-14.3
933,993
-2.5
GOURMET
6
912,454
1.9
65,583
-25.4
978,037
-0.6
SAVEUR
5
288,818
-0.5
41,020
4.3
329,838
0.1
Source: ABC
Men's Averages for the six months ending June 30, 2009
