Major Mags Suffer Newsstand Slides, Martha Gets Boost
Aug 22, 2006, 8:01 AM
Magazine readers appear to be tiring of O, The Oprah Magazine, according to the Audit Bureau of Circulations FAS-FAX report. (The first FAS-FAX to include verified circulation, it encompasses copies distributed in public places such as hotels and doctors' offices.) The magazine, with Oprah on every cover, lost 19.5 percent of its newsstand sales in the six months ended June 30, 2006, with subscriptions falling 4.7 percent. Overall paid/verified circ dropped 10.9 percent. Among the worst newsstand results were Meredith Corp.'s Child (down 67.4 percent), Conde Nast's Golf for Women (down 59.2 percent), Wenner Media's Men's Journal (down 31.5 percent), Health (down 26.8 percent), Time Inc.'s Parenting (down 25.8 percent) and Entertainment Weekly (down 24 percent). The good news was delivered to the Martha Stewart empire. Flagship Martha Stewart Living grew overall circ 3.9 percent and 3.8 percent greater subscription sales. Also popping were spinoffs Everyday Food, whose overall circ gained 17.2 percent, and Martha Stewart Weddings, with overall circ up 9.5 percent.