Magazines have plenty of
issues nowadays--just the wrong kind. The Audit Bureau of Circulations added to their woes Monday with the release of its most recent report, covering the six-month period from January-June 2008,
showing circulation falling sharply at a number of big titles, compared to the same period last year. Worse still, the news comes as ad pages are also declining steeply at many titles, according to
the Publishers Information Bureau. The results are summarized in a chart below.
Per the ABC figures, several broad categories are seeing both circulation and ad pages
drops--including newsweeklies, women's lifestyle and fashion, shelter and business titles. In each category, of course, there are exceptions. Holding up somewhat better were cooking and epicurean and
men's lifestyle titles, while celebrity titles were distinctly mixed. Overall, however, the ABC and PIB figures will not have many champagne corks popping in publishers' executive suites.
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On
average, newsweeklies saw circulation fall 2.8% and ad pages 17.5%, with much steeper drops at some individual titles. At women's fashion and beauty titles, circulation tumbled an average 10.6%, while
ad pages were basically flat with an average 2% drop.
Women's lifestyle mags experienced an average circulation drop of 11.5%, as mag pages fell 8.5% on average. A broad group of shelter and
domestic titles--including magazines devoted to regional domestic style and living--saw average circ fall 7.2%, as average ad pages slipped 5%.
Business titles also took heavy hits in the
first half of the year, with circulation down about 6.5% on average, and ad pages down 8.5%
The three remaining categories were mixed. Circ at celebrity titles was down an average 4.2%;
however, average ad pages rose a little over 3% on the strength of a few titles.
Men's lifestyle and fitness titles were down slightly in circulation, with an average drop of 2%, but remained
nearly flat in terms of ad pages. Cooking and epicurean titles saw average circulation rise about 2.3%, while ad pages remained flat on average, with a small decline of 0.9%.
Category/Title | Newsstand, Jan-Jun (ABC) | % change, 2007-2008 | Ad pages, Jan-Jun (PIB) 999 | % change, 2007-2008 |
| | | | |
Newsweeklies | | | | |
| | | | |
Time | 95,950 | -7% | 798.42 | -21.1% |
Newsweek | 82,756 | -17.00% | 687.99 | -22.4% |
U.S. News & World Report | 38,488 | 2.90% | 542.88 | -30.3% |
The Economist | 66,888 | 9.90% | 1245.47 | 3.7% |
| | | | |
| | | | |
Women's Beauty & Fashion | | | | |
| | | | |
Allure | 228,667 | -9.60% | 741.69 | -5.8% |
Elle | 332,167 | -6.30% | 1,170.57 | 6.4% |
Glamour | 685,663 | -9.20% | 860.2 | -8.20% |
Harper's Bazaar | 167,291 | -8.30% | 890.22 | 9.40% |
InStyle | 783,254 | 4.00% | 1,356.17 | -9.60% |
Life & Style Weekly | 519,388 | -30.20% | 309.12 | -3.90% |
Lucky | 237,750 | -5% | 722.22 | -12.20% |
Vogue | 385,500 | -14.80% | 1328.13 | 0.40% |
Teen Vogue | 201,200 | -15.70% | 517.81 | 4.50% |
| | | | |
| | | | |
Bridal | | | | |
| | | | |
Bridal Guide | 132,277 | -11% | 1065.38 | -15.80% |
Brides | 144,267 | -4.4 | 1,508.26 | 2.10% |
Martha Stewart Weddings | 220,892 | -7.5 | 581.15 | 2.20% |
Modern
Bride | 161,333 | -12.40% | 1,091.29 | -4.10% |
| | | | |
| | | | |
Women's Lifestyle | | | | |
| | | | |
Cosmopolitan | 1,753,732 | -6.10% | 791.09 | -15.10% |
Cosmo Girl | 302,836 | -18% | 298.23 | -14.50% |
Family Circle | 869,296 | -7.70% | 730.41 | -14.50% |
First | 1,175,400 | -4.7 | 344.6 | 5.70% |
Marie
Claire | 289,668 | -12.10% | 597.98 | -7.30% |
More | 156,200 | -16.20% | 452.59 | -23.40% |
O, the Oprah Magazine | 734,030 | -17.30% | 878 | -6.70% |
Redbook | 202,235 | -17.30% | 704.51 | -8% |
Seventeen | 328,425 | -7.60% | 376.84 | -5.70% |
Woman's Day | 528,411 | -9.60% | 811.68 | -2.80% |
Woman's World | 1,282,073 | -10.50% | 179.62 | -1.10% |
| | | | |
| | | | |
Shelter, Domestic, Regional Domestic | | | | |
| | | | |
Architectural Digest | 95,217 | -12.60% | 816.39 | 3.90% |
Better Homes and Gardens | 291,667 | 20.10% | 840.16 | -12.70% |
Coastal Living | 43,364 | -17.40% | 399.07 | -29.10% |
Cottage Living | 107,538 | -14.40% | 239.5 | -1.90% |
Country Home | 71,014 | -17.80% | 328.06 | -11.90% |
Country Living | 149,146 | -19.80% | 495.74 | -3.70% |
Country Weekly | 90,861 | -19.40% | 308.31 | -21.90% |
Domino | 111,000 | 6.30% | 307.31 | 0.90% |
Dwell | 81,748 | -6% | 582.37 | -7.20% |
Elle Décor | 90,400 | -2.60% | 577.73 | 2.10% |
Good Housekeeping | 569,323 | -13.90% | 812.97 | -0.70% |
Home | 52,750 | 10.40% | 206.69 | -30.90% |
House
Beautiful | 84,645 | 9.30% | 374.45 | 13.40% |
Ladies' Home Journal | 340,720 | 21.40% | 611.07 | -14.30% |
Martha Stewart Living | 271,544 | -11.60% | 633.29 | -2.80% |
Metropolitan Home | 53,360 | -10.50% | 494.33 | 3.90% |
Midwest Living | 48,333 | -5.20% | 383.4 | -0.80% |
O at
Home | 294,398 | -14.10% | NA | NA |
Real
Simple | 389,016 | -2.30% | 872.21 | -3.50% |
Southern Accents | 86,338 | -10.80% | 281.73 | 17.90% |
Southern Living | 168,105 | -11.40% | 619.96 | -6.70% |
This Old House | 41,276 | -18.80% | 295.09 | -8.20% |
Town & Country | 44,382 | -11.80% | 735.2 | -4.80% |
Traditional Home | 117,114 | -11.20% | 349.78 | -15.10% |
Veranda | 113,802 | -22.80% | 477.72 | 13.70% |
| | | | |
| | | | |
Celebrity | | | | |
| | | | |
Entertainment Weekly | 40,147 | -7% | 605.39 | -16.80% |
InTouch Weekly | 905,092 | -28.70% | 591.1 | 14.40% |
OK
Weekly | 500,520 | 19.40% | 368.16 | 31.70% |
People | 1,512,476 | 5.20% | 1723.61 | -4.90% |
Star | 701,318 | -3.40% | 626.52 | 1.20% |
US Weekly | 869,364 | -10.50% | 916.23 | -6.80% |
| | | | |
| | | | |
Cooking, Epicurean | | | | |
| | | | |
Cooking Light | 213,417 | 3.80% | 615.76 | -14.40% |
Cooking with Paula Deen | 273,940 | -6.60% | 68.48 | 31.00% |
Bon Appetit | 113,183 | -5.20% | 427.54 | -4.00% |
Every Day with Rachael Ray | 410,148 | 6.20% | 375.61 | 15.40% |
Everyday Food | 137,909 | 8.90% | 265.26 | -14.00% |
Food &
Wine | 61,683 | 4.50% | 586.27 | -4.10% |
Gourmet | 87,967 | 3.50% | 464.99 | -18.50% |
Saveur | 39,323 | 5.40% | 174.44 | 7.70% |
| | | | |
| | | | |
Men's
Lifestyle, Fitness, Young Men's | | | | |
| | | | |
Bestlife | 80,378 | 9.20% | 271.65 | 16.80% |
Details | 72,680 | -3.60% | 542.84 | -0.40% |
Esquire | 112,898 | 4.10% | 431 | -5.70% |
GQ | 211,700 | 5.30% | 666.09 | -5.20% |
Maxim | 426,673 | -11.70% | 388.19 | 0.70% |
Men's Health | 559,136 | 2.00% | 459.76 | -12.40% |
Men's Journal | 72,792 | -3.40% | 616.02 | 11.90% |
Men's
Fitness | 111,799 | -17.90% | 454.39 | 0.40% |
| | | | |
| | | | |
Business | | | | |
| | | | |
Barron's | 50,027 | -6.90% | 778.4 | -0.30% |
Category/Title | Newsstand, Jan-Jun
(ABC) | % change, 2007-2008 | Ad pages, Jan-Jun (PIB) 999 | % change, 2007-2008 | | | | | | Newsweeklies | | | | | | | | | | Time | 95,950 | -7% | 798.42 | -21.1% | Newsweek | 82,756 | -17.00% | 687.99 | -22.4% | U.S. News & World Report | 38,488 | 2.90% | 542.88 | -30.3% | The Economist | 66,888 | 9.90% | 1245.47 | 3.7% | | | | | | | | | | | Women's Beauty & Fashion | | | | | | | | | | Allure | 228,667 | -9.60% | 741.69 | -5.8% | Elle | 332,167 | -6.30% | 1,170.57 | 6.4% | Glamour | 685,663 | -9.20% | 860.2 | -8.20% | Harper's Bazaar | 167,291 | -8.30% | 890.22 | 9.40% | InStyle | 783,254 | 4.00% | 1,356.17 | -9.60% | Life & Style Weekly | 519,388 | -30.20% | 309.12 | -3.90% | Lucky | 237,750 | -5% | 722.22 | -12.20% | Vogue | 385,500 | -14.80% | 1328.13 | 0.40% | Teen Vogue | 201,200 | -15.70% | 517.81 | 4.50% | | | | | | | | | | | Bridal | | | | | | | | | | Bridal Guide | 132,277 | -11% | 1065.38 | -15.80% | Brides | 144,267 | -4.4 | 1,508.26 | 2.10% | Martha Stewart Weddings | 220,892 | -7.5 | 581.15 | 2.20% | Modern
Bride | 161,333 | -12.40% | 1,091.29 | -4.10% | | | | | | | | | | | Women's Lifestyle | | | | | | | | | | Cosmopolitan | 1,753,732 | -6.10% | 791.09 | -15.10% | Cosmo Girl | 302,836 | -18% | 298.23 | -14.50% | Family Circle | 869,296 | -7.70% | 730.41 | -14.50% | First | 1,175,400 | -4.7 | 344.6 | 5.70% | Marie
Claire | 289,668 | -12.10% | 597.98 | -7.30% | More | 156,200 | -16.20% | 452.59 | -23.40% | O, the Oprah Magazine | 734,030 | -17.30% | 878 | -6.70% | Redbook | 202,235 | -17.30% | 704.51 | -8% | Seventeen | 328,425 | -7.60% | 376.84 | -5.70% | Woman's Day | 528,411 | -9.60% | 811.68 | -2.80% | Woman's World | 1,282,073 | -10.50% | 179.62 | -1.10% | | | | | | | | | | | Shelter, Domestic, Regional Domestic | | | | | | | | | | Architectural Digest | 95,217 | -12.60% | 816.39 | 3.90% | Better Homes and Gardens | 291,667 | 20.10% | 840.16 | -12.70% | Coastal Living | 43,364 | -17.40% | 399.07 | -29.10% | Cottage Living | 107,538 | -14.40% | 239.5 | -1.90% | Country Home | 71,014 | -17.80% | 328.06 | -11.90% | Country Living | 149,146 | -19.80% | 495.74 | -3.70% | Country Weekly | 90,861 | -19.40% | 308.31 | -21.90% | Domino | 111,000 | 6.30% | 307.31 | 0.90% | Dwell | 81,748 | -6% | 582.37 | -7.20% | Elle Décor | 90,400 | -2.60% | 577.73 | 2.10% | Good Housekeeping | 569,323 | -13.90% | 812.97 | -0.70% | Home | 52,750 | 10.40% | 206.69 | -30.90% | House
Beautiful | 84,645 | 9.30% | 374.45 | 13.40% | Ladies' Home Journal | 340,720 | 21.40% | 611.07 | -14.30% | Martha Stewart Living | 271,544 | -11.60% | 633.29 | -2.80% | Metropolitan Home | 53,360 | -10.50% | 494.33 | 3.90% | Midwest Living | 48,333 | -5.20% | 383.4 | -0.80% | O at
Home | 294,398 | -14.10% | NA | NA | Real
Simple | 389,016 | -2.30% | 872.21 | -3.50% | Southern Accents | 86,338 | -10.80% | 281.73 | 17.90% | Southern Living | 168,105 | -11.40% | 619.96 | -6.70% | This Old House | 41,276 | -18.80% | 295.09 | -8.20% | Town & Country | 44,382 | -11.80% | 735.2 | -4.80% | Traditional Home | 117,114 | -11.20% | 349.78 | -15.10% | Veranda | 113,802 | -22.80% | 477.72 | 13.70% | | | | | | | | | | | Celebrity | | | | | | | | | | Entertainment Weekly | 40,147 | -7% | 605.39 | -16.80% | InTouch Weekly | 905,092 | -28.70% | 591.1 | 14.40% | OK
Weekly | 500,520 | 19.40% | 368.16 | 31.70% | People | 1,512,476 | 5.20% | 1723.61 | -4.90% | Star | 701,318 | -3.40% | 626.52 | 1.20% | US Weekly | 869,364 | -10.50% | 916.23 | -6.80% | | | | | | | | | | | Cooking, Epicurean | | | | | | | | | | Cooking Light | 213,417 | 3.80% | 615.76 | -14.40% | Cooking with Paula Deen | 273,940 | -6.60% | 68.48 | 31.00% | Bon Appetit | 113,183 | -5.20% | 427.54 | -4.00% | Every Day with Rachael Ray | 410,148 | 6.20% | 375.61 | 15.40% | Everyday Food | 137,909 | 8.90% | 265.26 | -14.00% | Food &
Wine | 61,683 | 4.50% | 586.27 | -4.10% | Gourmet | 87,967 | 3.50% | 464.99 | -18.50% | Saveur | 39,323 | 5.40% | 174.44 | 7.70% | | | | | | | | | | | Men's
Lifestyle, Fitness, Young Men's | | | | | | | | | | Bestlife | 80,378 | 9.20% | 271.65 | 16.80% | Details | 72,680 | -3.60% | 542.84 | -0.40% | Esquire | 112,898 | 4.10% | 431 | -5.70% | GQ | 211,700 | 5.30% | 666.09 | -5.20% | Maxim | 426,673 | -11.70% | 388.19 | 0.70% | Men's Health | 559,136 | 2.00% | 459.76 | -12.40% | Men's Journal | 72,792 | -3.40% | 616.02 | 11.90% | Men's
Fitness | 111,799 | -17.90% | 454.39 | 0.40% | | | | | | | | | | | Business | | | | | | | | | | Barron's | 50,027 | -6.90% | 778.4 | -0.30% | BusinessWeek | 29,917 | -4.50% | 934.51 | -14.80% | Forbes | 32,096 | -6.20% | 1307.51 | -12.60% | Fortune | 35,789 | -2.70% | 1135.87 | 1.30% | Inc. | 21,775 | 24.70% | 369.55 | -2.40% | Kiplinger's Personal Finance | 44,407 | -19.60% | 221.69 | -15.30% | Money | 101,770 | -15% | 336.06 | -2.30% | SmartMoney | 49,133 | -20.10% | 242.23 | -21.90% | | | | | |
| 29,917 | -4.50% | 934.51 | -14.80% |
Forbes | 32,096 | -6.20% | 1307.51 | -12.60% |
Fortune | 35,789 | -2.70% | 1135.87 | 1.30% |
Inc. | 21,775 | 24.70% | 369.55 | -2.40% |
Kiplinger's Personal Finance | 44,407 | -19.60% | 221.69 | -15.30% |
Money | 101,770 | -15% | 336.06 | -2.30% |
SmartMoney | 49,133 | -20.10% | 242.23 | -21.90% |
| | | | |