Celeb Mags Up, Newsweeklies Lose Audience
According to GfK MRI, the total average audience for 216 U.S. consumer magazines in fall 2010 came to about 1.84 billion, up 1% from 1.82 billion in fall 2009.
This included double-digit percentage gains for titles as varied as Bon Appetit, up 11.7% to 7 million (partly reflecting subscribers switched from Conde Nast's shuttered Gourmet); First for Women, up 21.1% to 3.7 million; Fitness, up 23.3% to 7.6 million; In Touch Weekly, up 13.1% to 8.7 million; Lucky, up 14.5% to 2.6 million; and Men's Journal, up 11.1% to 3.7 million.
On the lifestyle front, More was up 31% to 2 million; Self, up 14.1% to 6.6 million; Spin, up 17.8% to 1.9 million; Teen Vogue, up 12.3% to 3.6 million; Traditional Home, up 15.8% to 5 million; and Wired, up 13% to 3.2 million.
However, a number of major titles suffered continued audience losses this season.
Newsweek saw its total audience tumble 16.1% to 13.9 million, while Time slipped 8% to 19 million. Reader's Digest took an even bigger hit, falling 17.2% or 5.4 million to 26.2 million. Meanwhile, TV Guide fell 16.3% to 13.9 million and National Geographic held steady with a 2.6% decline, to 30.9 million.