• by Erik Sass  @eriksass1, February 15, 2007

Three big categories of magazines targeting women--shelter, family and bridal titles--continued to take hits in the second half of 2006, compared to the same period in 2005, according to the most recent FAS-FAX circulation report from the Audit Bureau of Circulations. As with other magazine categories, it's hard to generalize because some titles are doing well. But the big picture doesn't look good.

Positive results for the second half of 2006 were led by Cottage Living--which jumped 23.9% at the newsstand to 139,116 and 13.5% in subs to 788,373, for a total increase of 14.9%. Newcomer Dwell continued its upward trend with 13.3% growth at the newsstand, reaching 90,705, and subs rising 7.7% to 204,223--for a total 9.4% increase in circulation.

Likewise, Real Simple saw newsstand sales grow 4.6% to 395,724, as subs grew 5.4% to 1,564,266, for a total circulation increase of 5.3%. House Beautiful recorded respectable 1.8% growth at the newsstand, reaching 71,874--and a 2.7% increase in subscriptions, which reached 812,526.

Three big titles ended slightly up, despite remaining flat or posting losses in one of the two ABC measures. Better Homes and Gardens remained flat overall with a 6.8% increase in newsstand sales driving a 0.4% uptick in overall circulation, which ended at 7,638,912. Martha Stewart Living saw subs rise 2.3% to 1,605,567, offsetting a 1.9% decline in newsstand (to 394,469)--for total circulation growth of 1.4%, topping 2,000,000. Finally, Good Housekeeping was down 2.9% at the newsstand to 755,088, but subs rose 3.3% to 3,986,265, for an overall circulation increase of 2.2%

Other shelter titles are stagnant: Home is down 6.8% at the newsstand to end at 54,440, canceling out a slight 0.4% increase in subs, for no change in total circulation. Similarly, a 7.1% decrease in newsstand sales for House & Garden, ending at 50,591, canceled out another 0.4% increase in subs.

Then there are the big losers.

Country Home's newsstand sales are down 16.7% to 110,824, as subs fell 1.1% to 1,161,921. Country Living is down 12.6% at the newsstand to 227,082, with subs slipping 3.9% to 1,423,975. Metropolitan Home is down 15.1% at the newsstand to 61,820, canceling out a small 0.9% increase in subs (to 550,750) for a total decline of 0.9%. Home renovation title This Old House saw newsstand sales fall 13.2% to 55,949, canceling out a 0.3% increase in subs to 903,181, for a total 0.6% decline.

Parenting and bridal titles, which also target women, are suffering more noticeable losses.

Child's subs fell 17.9% to 739,316, powering a total circulation decline of 18.2%. Family Circle is up 0.3% at the newsstand to 867,008, but saw subs fall 10% to 3,086,643. Parenting is down 24.4% at the newsstand to 23,342, as subs fell 1.3% 1,877,421--but a 22% increase in non-paid distribution (free copies) yielded a 0.8% gain in total circulation. Parents is down 12.5% at the newsstand, ending at 50,372--although this was balanced out by a 1.2% increase in subs to 2,017,961, for a total 0.4% rise. Finally, Working Mother is down 2.0% in subs, for a total 1.9% decrease in total circulation, which finished at 834,575.

In the bridal category, the one bright spot came from Martha Stewart Weddings, where newsstand sales rose 6.8% to 228,759, for a 5.5% increase in total circulation.

However, Bridal Guide is down 6.4% at the newsstand, ending at 135,546--contributing to a 2.7% decline in total circulation and finishing at 187,428. Brides saw newsstand sales fall 25% to 189,145--although this was offset by an unusual 89.3% jump in subs, which rose to 179,721. The title ended with a slight 0.3% overall decline. Modern Bride's newsstand sales fell 35.5% to 141,862--but like Brides, subs rose 54.2% to 189,187, yielding a total decline of 9.3%