medialifemagazine.com
Magazines take a fall at the newsstand
By Diego Vasquez
Aug 12, 2008 - 4:30:09 AM
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 |
|
Title |
Issues per period |
2008 subs |
% chg |
2008 newsstand sales |
% chg |
2008 total paid circ. |
% chg |
|
DETAILS |
5
|
385,856
|
1.1
|
72,680
|
-3.6
|
458,536
|
0.3
|
|
ESQUIRE |
6
|
613,460
|
0.1
|
112,898
|
4.1
|
726,358
|
0.7
|
| |