Magazine Circulation Falls Further

Magazine Circulation Falls Further

Posted in the Worldcolor Forum

Since: Aug 10

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#1 Aug 9, 2010
Magazine Circulation Falls Further

Single-copy sales of weekly news magazines continued to dive during the first half of the year but many titles aimed at women logged strong sales gains on the newsstand, according to the latest industry data.

People magazine's single-copy sales slid 2.3% to 1.29 million copies per issue.

Overall, the steady decline in U.S. magazine newsstand sales moderated in the first half of 2010, with a drop of 5.6%, according to the latest figures from the Audit Bureau of Circulations.

Total circulation, meanwhile, was down 2.3% for the latest period, roughly in line with recent figures, the nonprofit trade organization also reported.

Steep declines have plagued the magazine industry over the previous 18 months as readers migrated in droves to the Internet for their news and entertainment and the recession ate into discretionary spending.

The latest numbers indicate magazine publishers might be past the worst of their downturn. Single-copy sales declined 11.1% in the second half of 2008, 12.4% in the first half of last year and 9.1% in the second half of 2009, according to the ABC.

The top newsstand gainers for the latest period included Hearst Corp.'s House Beautiful (up 34.6%), Meredith Corp.'s More (up 16.3%) and Time Inc.'s People Stylewatch (up 15%).

Sales for the top-selling publications on the newsstand held up well. The best selleró Cosmopolitan, which is published by Hearstó averaged 1.64 million copies sold, up 1.54% from the same period a year earlier. Bauer Publishing's Woman's World, In Touch Weekly and First were among the other top sellers posting gains at the newsstand for the period.

Single-copy sales of Time Inc.'s People magazine were down 2.3% to 1.29 million copies. The biggest losses among the top sellers were Hearst's O, The Oprah Magazine (down 15.8%) and Wenner Media's US Weekly (down 7.8%).

Other publications suffering steep declines at the newsstand were Wenner Media's Rolling Stone (down 26.9%) and Hearst's Redbook (down 28.8%). Wenner noted Rolling Stone raised its newsstand price by 50 cents last fall.

Weekly news magazines, some of which have struggled to stay vital in the era of 24-hour cable and Internet news, took a major hit. Single-copy sales of Time magazine and rival Newsweek both declined around 30%.

Industry turmoil has been evident at publishers of both periodicals. On Monday, Time Warner Inc. named Jack Griffin the CEO of the Time Inc. publishing division, succeeding Ann Moore, who will retire at the end of September.(See related article.) Newsweek's owner, Washington Post Co., last week agreed to sell the title to stereo magnate Sidney Harman.

The Economist's single-copy sales were down 16.8%.

Newsstand, or single-copy, sales are considered the most accurate measure of consumer demand for magazines because those numbers can't be artificially inflated the way subscription figures can be. Publishers often sell magazines at a steep discount, or circulate them for free in public places like salons, to reach the number of copies they guarantee advertisers they will deliver.

The past few years' downturn in circulation was accompanied by evaporating advertising sales, dealing a double-whammy to publishers. But advertising also appears to be turning the corner. In the second quarter, the total number of ad pages increased for the first time since 2007, according to the Publishers Information Bureau.

Since: May 10

Sussex, WI

#2 Aug 9, 2010
Renew wrote:
Magazine Circulation Falls Further
Single-according to the Publishers Information Bureau.
Strange, because their own site has information to the contrary..

2010* 2009*
Publication Dollars Dollars %CHG
MAGAZINES TOTALS 5,210,102,458 4,927,076,862 5.7
SUNDAY MAGAZINES TOTALS 440,483,670 391,776,757 12.4

OVERALL TOTALS 5,650,586,128 5,318,853,618 6.2

*Data as of July 8th, 2010

Since: May 10

Sussex, WI

#3 Aug 9, 2010
Sorry.. pasting from excel didn't format well..

Merced, CA

#4 Aug 18, 2010
It seems that magazines are not flying off the stands as quickly as they once did.

Sales at newsstands and other retailers have dropped 5.6% in the first half of 2010. That is not as bad as in 2009, but many say that it is a sign of changing tastes and technology.

"I grab the grocery store line, I flip through to see what the top story is and keep going," Shane Gilbert of South Hadley said, "There's not one I'm really attached to. My little girl, she's 8 years old, she reads all the teen magazines and cuts out all the prom dress pictures and hangs them on her wall."

Magazines arenít only suffering from a drop in newsstand sales. Subscriptions also fell 2% this year.

Merced, CA

#5 Aug 18, 2010
NEW YORK (AP)-- Magazine newsstand sales in the U.S. slipped 5.6 percent in the first half of 2010. That's from the latest figures released by industry auditors.

Meanwhile, the Audit Bureau of Circulations says the number of magazine subscriptions fell 2 percent, making for an overall sales decline of 2.3 percent.

Newsstand sales are an important gauge because publishers charge full cover price at retail outlets, while discounting subscriptions to boost the overall circulation they can promise advertisers.

While the latest figures show newsstand sales are still dropping, the decline has eased since the worst of the recession.

The 5.6 percent decline in the January-June period compares with a 9 percent decline in the six months before that and a 12 percent decline in the same period a year ago.

Internet is where it is at Quad will be a dinosaur soon. look how much investors lost in World Color, investors are looking more into internet media.

Stockton, CA

#6 Aug 21, 2010

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