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as Martha stumbles
Newsstand sales up 20 percent in second-half '02
By Jeff Bercovici
It’s one thing to demonstrate double-digit growth in newsstand circulation. It’s anther to do it while every one of your competitors is struggling mightily.
That’s what Real Simple pulled off in the second half of last year, upping its single-copy sales by more than 20 percent even as newsstand was down for Good Housekeeping, Martha Stewart Living and the rest of the women’s service category.
Total paid circulation for the three-year-old Time Inc. magazine averaged 1.14 million from July 1-Dec. 31, according to figures released yesterday by the Audit Bureau of Circulations. That’s a 31.9 percent increase over the same period in 2001.
Subscriptions were up 37.4 percent to 805,146, but even more impressive, given the way so many other mass-circulation titles have struggled at retail, was Real Simple’s single-copy average of 335,354, a 20.3 percent pickup.
Compare that to Better Homes & Gardens, where single copy sales were down 14.3 percent to 309,167, or Family Circle, where they fell 12.6 percent to 1.45 million.
Even the other so-called New Sisters ran into difficulties at the newsstand. O: The Oprah Magazine was down 10.3 percent in single-copy sales (to 720,617) and 10.6 percent in total paid circulation (to 2.26 million).
Newsstand sales were way off at Martha Stewart Living, perhaps as a reflection of its namesake’s newfound notoriety. Single-copy sales were down 21.8 percent to 390,654, while total paid circulation slipped 3.2 percent to 2.36 million.
The biggest newsstand plunge in the category, not surprisingly, was at Rosie, which became the object of an ugly power struggle in September and shut down shortly thereafter. Rosie’s newsstand sales were down 57.6 percent to 235,683.
Good Housekeeping, Ladies Home Journal, Redbook and Women’s Day were also down on the newsstand, although Good Housekeeping and Redbook managed small gains in total paid circulation, while Better Homes & Gardens was flat.
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Music |
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Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
ROLLING STONE |
13 |
1,116,953 |
0.9 |
155,786 |
(3.0) |
1,272,739 |
0.4 |
|
SPIN |
6 |
452,033 |
(1.3) |
85,063 |
1.7 |
537,096 |
(0.8) |
|
SOURCE |
6 |
115,925 |
15.8 |
371,500 |
1.9 |
487,425 |
4.9 |
|
VIBE |
6 |
650,595 |
1.4 |
167,574 |
5.8 |
818,169 |
2.3 |
|
Source: ABC |
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Teen |
|||||||
|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
COSMO GIRL ! |
5 |
681,068 |
48.5 |
388,836 |
2.3 |
1,069,904 |
27.5 |
|
SVENTN |
6 |
2,090,885 |
13.1 |
368,250 |
(24.1) |
2,459,135 |
5.4 |
|
TEEN PEOPLE |
5 |
1,091,228 |
1.0 |
511,910 |
(8.3) |
1,603,138 |
(2.2) |
|
YM |
6 |
1,797,484 |
0.9 |
408,583 |
(3.9) |
2,206,067 |
|
|
Source: ABC |
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|
Women's service/beauty |
|||||||
|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
ALLURE |
6 |
653,980 |
(1.2) |
295,689 |
4.2 |
949,669 |
0.4 |
|
COSMO |
6 |
993,013 |
18.1 |
2,028,707 |
5.8 |
3,021,720 |
9.5 |
|
GLAMR |
6 |
1,340,828 |
15.7 |
963,323 |
(7.6) |
2,304,151 |
4.7 |
|
JANE |
5 |
535,895 |
10.3 |
143,084 |
7.3 |
678,979 |
9.7 |
|
MARIE CLAIRE |
6 |
348,053 |
9.2 |
595,047 |
(2.0) |
943,100 |
1.9 |
|
Source: ABC |
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Fashion |
|||||||
|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
ELLE |
6 |
719,138 |
2.3 |
281,500 |
1.1 |
1,000,638 |
2.0 |
|
HARPER'S BAZAAR |
6 |
555,382 |
(2.9) |
186,697 |
13.4 |
742,079 |
0.8 |
|
IN STYLE |
6 |
699,155 |
6.0 |
971,637 |
6.9 |
1,670,792 |
6.5 |
|
LUCKY |
6 |
590,533 |
17.0 |
227,717 |
20.7 |
818,250 |
18.0 |
|
VOGUE |
6 |
766,002 |
0.8 |
491,785 |
13.5 |
1,257,787 |
5.4 |
|
W |
6 |
411,959 |
3.5 |
52,210 |
(9.1) |
464,169 |
1.9 |
|
Source: ABC |
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| Travel Averages for the six months ending 12/31/02 |
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|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
CONDE NAST TRAVELER |
6 |
743,147 |
(0.1) |
28,334 |
(1.4) |
771,481 |
(0.1) |
|
TRAVEL & LEISURE |
6 |
928,683 |
(5.4) |
34,085 |
11.9 |
962,768 |
(4.9) |
|
TRAVEL HOLIDAY |
5 |
646,617 |
(1.0) |
6,060 |
0.3 |
652,677 |
(1.0) |
|
TRAVELER |
4 |
684,105 |
1.7 |
37,244 |
(16.6) |
721,349 |
0.6 |
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Source: ABC |
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Personal Finance |
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|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
BRRN'S |
27 |
212,561 |
11.5 |
78,394 |
(12.3) |
290,955 |
3.9 |
|
KPLNGR'S |
6 |
994,257 |
(16.4) |
30,611 |
(8.8) |
1,024,868 |
(16.2) |
|
MONEY |
7 |
1,872,220 |
(8.7) |
120,218 |
(17.2) |
1,992,438 |
(9.2) |
|
SMART MONEY |
6 |
753,245 |
1.4 |
55,507 |
(16.6) |
808,752 |
(0.1) |
|
WORTH |
5 |
487,242 |
0.8 |
19,445 |
(20.1) |
506,687 |
(0.2) |
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Source: ABC |
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|
Newsweeklies |
|||||||
|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
ECNMIST |
25 |
365,072 |
6.9 |
43,218 |
(3.6) |
408,290 |
5.7 |
|
NEWSWK |
27 |
2,958,297 |
(3.0) |
166,854 |
(35.8) |
3,125,151 |
(5.6) |
|
TIME |
27 |
3,919,630 |
0.3 |
190,332 |
(32.3) |
4,109,962 |
(1.9) |
|
U.S. NEWS |
25 |
1,982,230 |
(1.7) |
50,056 |
(28.5) |
2,032,286 |
(2.6) |
|
Source: ABC |
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Women's Service |
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|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
BTTR HOMES |
6 |
7,298,665 |
0.8 |
309,167 |
(14.3) |
7,607,832 |
0.1 |
|
FAM. CIRCLE |
8 |
3,156,083 |
3.2 |
1,445,625 |
(12.6) |
4,601,708 |
(2.4) |
|
GOOD HSEKPING |
6 |
3,700,508 |
5.7 |
990,000 |
(3.5) |
4,690,508 |
3.6 |
|
LADIES' HOME JRNAL |
6 |
3,746,914 |
0.4 |
354,500 |
(3.6) |
4,101,414 |
|
|
MRTHA STWART LIVING |
6 |
1,968,674 |
1.6 |
390,654 |
(21.8) |
2,359,328 |
(3.2) |
|
O, THE OPRAH MAG |
6 |
1,540,953 |
(10.8) |
720,617 |
(10.3) |
2,261,570 |
(10.6) |
|
REAL SIMPLE |
5 |
805,146 |
37.4 |
335,354 |
20.3 |
1,140,500 |
31.9 |
|
RDBK |
6 |
1,817,648 |
4.9 |
576,536 |
(2.1) |
2,394,184 |
3.1 |
|
ROSIE |
6 |
3,101,899 |
1.5 |
235,683 |
(57.6) |
3,337,582 |
(7.6) |
|
WMAN'S DAY |
8 |
2,893,555 |
4.7 |
1,353,250 |
(9.4) |
4,246,805 |
(0.3) |
|
Source: ABC |
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|
Sports |
|||||||
|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
ESPN |
13 |
1,507,335 |
10.9 |
42,803 |
(19.1) |
1,550,138 |
9.8 |
|
SPRING NEWS |
27 |
596,441 |
(2.2) |
21,006 |
4.4 |
617,447 |
(2.0) |
|
SPORTS ILL |
26 |
3,155,992 |
1.1 |
89,948 |
8.4 |
3,245,940 |
1.2 |
|
Source: ABC |
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|
Men's |
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|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
DETAILS |
5 |
344,771 |
1.5 |
69,878 |
2.7 |
414,649 |
1.7 |
|
ESQUIRE |
6 |
646,883 |
11.6 |
93,321 |
17.3 |
740,204 |
12.3 |
|
FHM |
6 |
621,644 |
40.3 |
439,478 |
9.6 |
1,061,122 |
25.7 |
|
GEAR |
|
|
|
|
|
|
|
|
GQ |
6 |
591,051 |
6.1 |
212,601 |
5.3 |
803,652 |
5.9 |
|
MAXIM |
6 |
1,664,523 |
(3.7) |
847,567 |
2.7 |
2,512,090 |
(1.6) |
|
MEN'S FITNESS |
6 |
583,576 |
20.7 |
93,571 |
(11.7) |
677,147 |
14.9 |
|
MEN'S HEALTH |
5 |
1,254,990 |
0.9 |
440,564 |
14.0 |
1,695,554 |
4.0 |
|
MEN'S JOURNAL |
6 |
507,559 |
(8.8) |
94,533 |
15.2 |
602,092 |
(5.7) |
|
PLAYBOY |
6 |
2,859,201 |
5.1 |
354,437 |
(18.8) |
3,213,638 |
1.8 |
|
STUFF |
6 |
723,849 |
20.2 |
406,617 |
(18.9) |
1,130,466 |
2.4 |
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Source: ABC |
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Business/Finance |
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|
Title |
Issues per period |
2002 subs (000) |
% chnge |
2002 newsstand sales (000) |
% chnge |
2002 total paid circ. (000) |
% chnge |
|
BIZ 2.0 |
6 |
541,787 |
6.6 |
25,288 |
11.0 |
567,075 |
6.8 |
|
BUSINESS |
26 |
956,011 |
2.2 |
31,358 |
(12.6) |
987,369 |
1.6 |
|
ENTRPRNR |
6 |
513,925 |
(1.8) |
33,496 |
(16.5) |
547,421 |
(2.9) |
|
FAST COMPANY |
6 |
711,616 |
4.7 |
22,833 |
(20.4) |
734,449 |
3.7 |
|
FORBES |
12 |
884,619 |
(0.5) |
41,374 |
29.6 |
925,993 |
0.6 |
|
FORTUNE (N.A) |
12 |
802,590 |
1.0 |
65,191 |
0.6 |
867,781 |
0.9 |
|
INC |
7 |
669,862 |
2.3 |
10,857 |
4.1 |
680,719 |
2.3 |
|
RED HRRING |
6 |
313,389 |
(2.8) |
11,859 |
3.1 |
325,248 |
(2.6) |
|
Source: ABC |
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February 19, 2003© 2003 Media Life
-Jeff Bercovici is a staff writer for Media Life
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