Magazines take
a beating at newsstands
Single-copy sales decline by more than 12 percent
By Louisa Ada Seltzer
Aug 31, 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 |
|
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
|
|
MEN'S
JOURNAL |
6
|
645,460
|
1.3
|
64,964
|
-10.8
|
710,424
|
0.03
|
|
MEN'S FITNESS
|
5
|
604,883
|
|
101,600
|
-9.1
|
706,483
|
-1.4
|
|
PENTHOUSE |
6
|
161,933
|
-35.7
|
69,140
|
-24.1
|
231,073
|
-32.6
|
|
PLAYBOY |
6
|
2,302,243
|
-7.8
|
151,023
|
-25.7
|
2,453,266
|
-9.2
|
|
Source:
ABC
|
|
Shelter
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 |
|
ARCH.
DIGEST |
6
|
764,892
|
1.3
|
75,000
|
-21.2
|
839,892
|
-1.2
|
|
CNTRY
LIVING |
6
|
1,494,514
|
1.2
|
134,884
|
-9.6
|
1,629,398
|
0.2
|
|
ELLE
DECOR |
5
|
438,335
|
3.7
|
80,539
|
-10.9
|
518,874
|
1.1
|
|
HOUSE |
3
|
11,066
|
-19.7
|
2,573
|
-23.9
|
13,639
|
-20.5
|
|
HSE
BTIFUL |
6
|
741,920
|
-2.3
|
80,954
|
-4.4
|
822,874
|
-2.5
|
|
METR
HOME |
5
|
517,767
|
1.5
|
42,369
|
-20.6
|
560,136
|
-0.6
|
|
THIS
OLD
HOUSE |
5
|
930,561
|
0.3
|
35,781
|
-13.3
|
966,342
|
-0.3
|
|
VRNDA |
4
|
361,424
|
5.1
|
95,328
|
-16.2
|
456,752
|
-0.2
|
|
Source:
ABC
|
|
Business/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 |
|
BUSINESS
WEEK -
N. AMERICA |
23
|
893,470
|
-0.2
|
27,953
|
-6.6
|
921,423
|
-0.4
|
|
ENTRPRNR |
6
|
578,107
|
1.6
|
38,691
|
-10.0
|
616,798
|
0.8
|
|
FAST
COMPANY |
5
|
707,571
|
-0.7
|
24,659
|
-18.0
|
732,230
|
-1.4
|
|
FORBES |
12
|
886,483
|
-0.9
|
27,172
|
-15.3
|
913,655
|
-1.4
|
|
FORTUNE -N.A
|
13
|
825,114
|
-0.7
|
25,409
|
-29.0
|
850,523
|
-1.9
|
|
HARV BIZ
REV |
6
|
209,700
|
-1.6
|
27,253
|
-15.7
|
236,953
|
-3.4
|
|
INC |
5
|
687,892
|
-2.1
|
23,274
|
6.9
|
711,166
|
-1.8
|
|
Source:
ABC
|
|
Automobile
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 |
|
AUTOMOBILE |
6
|
523,429
|
3.0
|
44,339
|
-16.8
|
567,768
|
1.1
|
|
CAR
AND
DRIVER |
6
|
1,238,613
|
3.4
|
79,174
|
-24.8
|
1,317,787
|
1.1
|
|
HOT ROD |
6
|
601,204
|
-0.6
|
61,697
|
-12.4
|
662,901
|
-1.9
|
|
MOTOR
TREND |
6
|
1,032,273
|
3.8
|
108,815
|
-8.1
|
1,141,088
|
2.6
|
|
ROAD
&
TRACK |
6
|
646,064
|
4.7
|
62,629
|
-27.2
|
708,693
|
0.8
|
|
Source:
ABC
|
|
Outdoors
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 |
|
BCKPCKR |
5
|
303,871
|
| |
