adweek reporting:
The magazine circulation report due out next week will show celebrity
weeklies are continuing to take a beating on the newsstand, according to
early indications.
Newsstand giant People, usually a reliably strong seller,
tumbled 12.4 percent on newsstands to an average of 1.1 million for the
second half of 2011 versus the year-earlier period, per the Audit Bureau
of Circulations’ Rapid Report. This follows a first half in which the Time Inc. title’s newsstand sales fell 10.5 percent year over year.
The industry bellwether still managed to keep its total circ
essentially even at 3.6 million by selling 4.3 percent more
subscriptions, though. All told, it also delivered a 3.5 percent bonus
over its circulation promise, which should keep advertisers happy.
People's results don't augur well for the rest of the category, though. Indeed, Bauer Publishing's In Touch and Life & Style fell about 8.5 percent and 7.5 percent, respectively, on the newsstand.
...
American Media Inc.’s Star missed rate base on 12 of the 22 second-half issues reported so far while Wenner Media’s Us Weekly missed its circulation guarantee on five of 13 issues. Numbers are from the Rapid Report.
David Leckey, evp of American Media, said AMI's newsstand would be down
about 16 percent across its titles and predicted an industrywide
newsstand decline of about 9 percent. "Fitness, celebrity—I think it was
one of the hardest six months that I can remember."
Other newsstand giants also struggled against a backdrop of a sluggish
economy and reader migration online. No. 1 seller Hearst's Cosmopolitan was off 6.4 percent to 1.5 million. Time Inc.'s In Style fell 14 percent to 561,630.
Condé Nast’s single copy sales fell 10.5 percent across its 18-title
portfolio. The shortfall was caused by declines at its biggest newsstand
sellers, Glamour, which was down 10 percent; Vogue, off 5.6 percent; and Vanity Fair, down 20.1 percent.
http://www.adweek.com/news/press/celeb-weeklies-still-struggling-newsstands-137962
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