Single-copy sales off 6.3 percent in first half
By Diego Vasquez Aug 12, 2008
The magazine industry got another shot of bad news today, just weeks after dismal first-half advertising numbers came out.
Newsstand sales, considered one of the top indicators of the health of the industry, slumped 6.3 percent during the six months ended June 30, according to numbers released today by the Audit Bureau of Circulations.
The 467 consumer magazines tracked by ABC sold a total of 44.1 million newsstand copies, off from 47.1 million a year earlier. Total circulation, including single-copy sales and subscriptions, was about even to last year, at 349.9 million, because subscription numbers rose across the board.
But that’s no comfort for publishers. Many had kicked off low-cost subscription campaigns in anticipation of lower newsstand sales, which reflect the current poor economy in the country.
Consumers cut back on extras during the first half of the year to compensate for the rising costs of food and fuel. That means fewer impulse buys at the supermarket, like the magazines that line the checkout aisle.
Indeed, newsstand sales for top magazines like Us Weekly, Woman’s World and O, the Oprah Magazine slipped at an even faster rate, each recording at least a 10.5 percent decline.
Just two of the top 10 newsstand titles, People and In Style, recorded year-to-year increases. People was up 5.2 percent, to 1.5 million, while In Style rose 4 percent, to 783,254.
Too, some magazines raised their cover price this year at a rather inopportune time. In Touch Weekly and Life & Style’s prices both jumped by half, and both saw newsstand declines. In Touch slumped 30.2 percent and Life & Style was down 28.7 percent. Neither magazine will make its rate base.
Magazines in subject categories like personal finance and fashion, where all but one of the 11 total titles tracked by Media Life saw newsstand sales decline, also suffered from consumers’ lack of disposable income.
The industry’s declines weren’t a big surprise. Media people have been buzzing for weeks over an expected downturn in single-copy sales, with the general economy showing few signs of improvement.
Last month’s numbers from the Publisher’s Information Bureau, which showed a steep 7.4 percent year-to-year decline in magazine ad pages, only served to confirm that bad times have set in for magazines.
Now the question is whether some publications will consider slashing their rate base, which could lead to steeper ad page declines, and whether second-half 2008 circulation numbers will get worse, which seems likely unless the economy shows signs of rebounding soon.
Music Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
BLENDER
5
900,877
16.2
51,232
0.7
952,109
15.3
ROLLING STONE
12
1,337,741
1.3
115,644
-6.6
1,453,385
0.6
SPIN
6
426,870
-2.2
40,633
-9.4
467,503
-2.9
VIBE
6
778,974
3.5
97,288
-11.8
876,262
1.5
Source: ABC
Teen Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
COSMO GIRL !
5
1,123,502
4.3
302,836
-18.0
1,426,338
-1.4
J-14
5
103,637
-0.6
337,220
-5.9
440,857
-4.7
SVENTN
5
1,695,722
-0.1
328,425
-7.6
2,024,147
-1.4
TEEN VOGUE
5
815,925
11.1
201,200
-15.7
1,017,125
4.5
Source: ABC
Women's service/beauty Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
ALLURE
6
862,480
6.5
228,667
-9.6
1,091,147
2.7
COSMO
6
1,184,129
12.9
1,753,732
-6.1
2,937,861
0.8
GLAMR
6
1,669,340
10.8
685,633
-9.2
2,354,973
4.1
MARIE CLAIRE
6
689,861
7.5
289,668
-12.1
979,529
0.8
Source: ABC
Fashion Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
ELLE
6
750,111
4.4
332,167
-6.3
1,082,278
0.9
HARPER'S BAZAAR
6
549,559
1.9
167,291
-8.3
716,850
-0.7
IN STYLE
6
1,044,390
1.7
783,254
4.0
1,827,644
2.6
LUCKY
6
918,556
0.2
237,750
-5.0
1,156,306
-0.9
TOWN & COUNTRY
6
416,718
1.3
44,382
-11.8
461,100
-0.1
VOGUE
6
838,631
-1.3
385,500
-14.8
1,224,131
-6.0
W
6
423,950
1.2
34,917
-10.4
458,867
0.2
Source: ABC
Entertainment/Celebrity Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
ENT. WEEKLY
24
1,773,264
1.0
40,147
-7.0
1,813,411
0.8
IN TOUCH
26
50,627
20.9
905,092
-28.7
955,719
-27.1
LIFE & STYLE
26
8,906
1.2
519,388
-30.2
528,294
-29.9
OK!
25
404,495
3.7
500,520
19.4
905,015
11.8
PEOPLE
25
2,290,741
-0.4
1,512,476
5.2
3,803,217
1.7
STAR
26
619,645
-15.4
701,318
-3.4
1,320,963
-9.4
TV GUIDE
25
3,116,656
2.4
157,531
-29.0
3,274,187
0.3
US
26
1,035,650
14.0
869,364
-10.5
1,905,014
1.3
Source: ABC
Travel Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
ARTHUR FROMMER’S BUDGET TRAVEL
5
622,150
8.7
24,360
-9.6
646,510
7.9
CONDE
NAST
TRAVELER
6
789,234
1.8
30,983
-5.8
820,217
1.5
NATIONAL GEOGRAPHIC
TRAVELER
4
663,665
-1.1
59,992
11.2
723,657
-0.2
TRAVEL+
LEISURE
6
936,888
0.6
38,617
0.1
975,505
0.6
Source: ABC
Personal Finance Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
BRRN'S
26
258,089
-0.3
50,027
-6.9
308,116
-1.4
KPLNGR'S
6
786,899
0.9
44,407
-19.6
831,306
-0.4
MONEY
6
1,854,339
2.2
101,770
-15.0
1,956,109
1.2
SMART
MONEY
6
777,689
2.6
49,133
-20.1
826,822
0.9
Source: ABC
Newsweeklies Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
ECNMIST
-N. AMER. ED
26
680,366
7.4
66,888
9.9
747,254
7.6
NEWSWK
25
2,654,694
-12.6
82,756
-17.3
2,737,450
-12.8
THE WEEK
24
501,255
1.6
1,820
62.1
503,075
1.7
TIME
25
3,293,216
-0.1
95,950
-7.0
3,389,166
-0.3
U.S.NEWS
18
1,796,653
-10.3
31,640
2.9
1,828,293
-10.1
Source: ABC
Women's Service Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
BTTR
HOMES
6
7,359,511
-1.0
291,667
20.1
7,651,178
-0.3
FAM.
CIRCLE
7
3,026,792
1.8
869,296
-7.7
3,896,088
-0.5
FIRST FOR WOMEN
9
202,495
-1.2
1,175,400
-4.7
1,377,895
-4.2
GOOD
HSEKPING
6
4,099,495
0.5
569,323
-13.9
4,668,818
-1.5
LADIES'
HOME
JRNAL
6
3,503,502
-3.9
340,720
21.4
3,844,222
-2.1
MRTHA
STWART
LIVING
6
1,766,086
4.0
271,544
-11.6
2,037,630
1.6
MORE
5
1,110,780
4.0
156,200
-16.2
1,266,980
1.0
OPRAH
6
1,660,273
7.2
734,030
-17.3
2,394,303
-1.7
REAL
SIMPLE
6
1,637,450
4.0
389,016
-2.3
2,026,466
2.7
RDBK
6
2,025,722
-4.9
202,235
-17.3
2,227,957
-6.2
WMAN'S
DAY
9
3,348,072
0.4
528,411
-9.6
3,876,483
-1.1
WMAN'S
WORLD
26
105,341
-3.5
1,282,073
-10.5
1,387,414
-10.0
WMEN'S
HEALTH
5
833,204
62.9
306,864
11.5
1,140,068
44.9
WRKING
MOTHER
4
830,653
-
497
-73.9
831,150
-0.2
Source: ABC
Parenting Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
COOKIE
5
524,532
43.1
15,100
-19.0
539,632
40.1
FAMILY
FUN
5
1,815,626
2.1
18,540
14.5
1,834,166
2.2
PARNTNG
5
1,992,742
5.9
20,526
16.3
2,013,268
6.0
PARENTS
6
2,034,080
0.3
52,688
13.9
2,086,768
0.6
Source: ABC
Sports Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
ESPN THE MAG
13
2,022,815
-2.8
25,154
-4.0
2,047,969
-2.9
SPRTING NEWS
26
708,202
0.7
7,319
-6.4
715,521
0.6
SPORTS
ILL
26
3,157,327
-0.2
103,637
19.1
3,260,964
0.3
Source: ABC
Personal Sports Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
BICYCLNG
5
367,859
0.6
50,075
5.1
417,934
1.2
GOLF DIGEST
6
1,513,065
-0.9
133,983
-
1,647,048
-0.8
GOLF MAGAZINE
6
1,329,064
0.2
82,173
-6.4
1,411,237
-0.2
GOLF WORLD
25
174,449
0.1
-
-
174,449
0.1
RUNNER’S WORLD
6
549,958
0.6
99,736
4.4
649,694
1.1
SKI
3
445,122
1.8
15,036
16.4
460,158
2.2
SKIING
2
398,839
1.5
15,712
32.1
414,551
2.4
TENNIS
5
594,264
0.3
9,913
-8.3
604,177
0.2
Source: ABC
Bridal Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
BRIDAL
GUIDE
3
51,686
10.3
132,277
-11.0
183,963
-5.9
BRIDE'S
3
144,267
-10.1
191,567
-4.4
335,834
-6.9
MODERN
BRIDE
3
174,329
7.1
161,333
-12.4
335,662
-3.3
Source: ABC
Epicurean Averages for the six months ending June 30, 2008
Title
Issues per period
2008 subs
% chg
2008 newsstand sales
% chg
2008 total paid circ.
% chg
BON APPETIT
6
1,258,312
0.8
113,183
-5.2
1,371,495
0.3
COOKING LIGHT
5
1,631,541
6.3
213,417
3.8
1,844,958
6.0
EVERYDAY WITH RACHAEL RAY
5
1,339,694
46.2
410,148
6.2
1,749,842
34.4
EVERYDAY FOOD
5
844,680
9.6
137,909
8.9
982,589
9.5
FOOD & WINE
6
896,665
2.7
61,683
4.5
958,348
2.9
GOURMET
6
895,869
1.3
87,967
3.5
983,836
1.5
SAVEUR
5
290,140
-17.0
39,323
5.4
329,463
-14.8
Source: ABC
Men's Averages for the six months ending June 30, 2008
