medialifemagazine.com
Magazines get beat up at newsstands
By Louisa Ada Seltzer
Sep 1, 2009 - 8:41:49 AM
 |
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 |
|
Title |
Issues per period |
2009 subs |
% chg |
2009 newsstand sales |
% chg |
2009 total paid circ. |
% chg |
|
DETAILS |
5
|
417,060
|
8.1
|
54,800
|
-24.6
|
471,860
|
2.9
|
|
ESQUIRE |
6
|
615,229
|
0.3
|
97,713
|
-13.5
|
712,942
|
-1.8
|
|
GQ |
6
|
706,624
|
0.4
|
227,409
|
7.4
|
934,033
|
2.1
|
|
MAXIM |
6
|
2,186,888
|
3.7
|
350,242
|
-17.9
|
2,537,130
|
0.1
|
|
MEN'S HEALTH |
5
|
1,355,714
|
3.5
|
503,929
|
-9.9
|
1,859,643
|
-0.5
|
|
| | |