Magazine Circs Slip Again

Many U.S. consumer magazines saw their circulations fall again in the latest report from the Alliance for Audited Media, formerly the Audit Bureau of Circulations. According to the AAM figures, total circulation fell 1% from 292.9 million in the six-month period ending June 2012 to 289.9 million in the six-month period ending June 2013.

An even steeper decline was seen in newsstand sales, with total single copy sales tumbling 9.6% from 26 million to 23.5 million over the same period.
 
Out of 401 U.S. magazines tracked by AAM, 229 or 57% saw their total paid and verified circulations decline, while 275 or 69% saw their newsstand sales drop. Many of the remaining titles did not report newsstand sales.
 
Magazines experiencing substantial drops in total paid and verified circulation included Life & Style Weekly, down 20.7% from 353,680 to 280,589; Maxim, down 20.5% from 2,518,827 to 2,001,935; Martha Stewart Weddings, down 18.2% from 188,670 to 154,304; In Touch Weekly, down 7.1% from 595,614 to 553,032; Runner’s World, down 6.8% from 726,016 to 676,824; National Geographic, down 5.4% from 4,232,205 to 4,001,937; Muscle & Fitness, down 5.1% from 345,074 to 327,329; and Sports Illustrated, down 4.4% from 3,204,945 to 3,067,507.
 
However, it wasn’t all bad news, as some magazines saw their total circs increase.

Big gainers included HGTV Magazine, up 54.4% from 751,646 to 1,160,862; Cosmopolitan en Espanol, up 33.1% from 160,559 to 213,376; Garden & Gun, up 13.2% from 261,854 to 296,463; Food Network Magazine, up 7.3% from 1,597,796 to 1,713,949; and Details, up 6.8% from 461,937 to 493,302
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