Monday, August 31, 2009

Canadian magazine subs and singles seem to be starting to stabilize

[This post has been updated] The latest Audit Bureau of Circulations' latest data, for the first half of 2009, shows a decline in single copy sales, but a much smaller decline than the same period a year ago. According to a story in Media in Canada, overall paid and verified circulation was down 1.58% (paid subs down just 0.3% and total single copy sales down 8.43%)
Although the drop in single-copy sales is significant, it is not nearly as steep as the 23.63% decline seen in 2008 (as compared to the same reporting period in 2007). Paid subscriptions looked even better, the 0.3% drop over 2008 figures is minute compared to the 4.78% drop reported in second half of 2008.
Among the magazines that had significant growth:
  • Hello! saw a single-copy sales climb of 14.5% and a paid subscription increase of 161.2%.
  • Fashion magazine saw paid subscriptions up 18.9%.
  • Canadian Living subscriptions and single-copy sales were both up over 2%
  • Flare's single-copy and subscription sales rose 6.1% and 8.4% respectively.
Two of the biggest drops in paid subscriptions were What's Up with a drop of 42.5% and The Beaver dropping 17.3%.

In single-copy sales, there were some significant drops at Canadian Geographic (24.3%), Elle Canada (21.9%) Outdoor Canada (27.2%), What's Up (71.3%) and Profit magazine, which saw a whopping 89.2% decline. Increases in single-copy sales could be found at Chatelaine (36.5%), Maclean's (2.1%) and Canadian Business (14.1%).

[UPDATE: Here are the data on the top 45 magazines reported in the ABC Fas-Fax, as reported in Mastheadonline.


Paid & Verified Subs Single Copy Total Paid & Verified Subs +/- Single Copy +/- Total Paid & Verified +/-
Reader's Digest 813,824 37,272 851,096 -3.1% -18.1% -3.8%
Chatelaine 485,231 66,640 551,871 -3.9% +36.5% -0.3%
Canadian Living 397,498 119,200 516,698 +2.6% -2.7% +1.3%
Maclean's 345,531 9,523 355,054 -1.8% +2.1% -1.7%
Style at Home 179,168 51,047 230,215 +1.5% -0.2% +1.2%
Canadian House & Home 169,127 58,098 227,225 -3.2% -14% -6.2%
Sélection du Reader's Digest 218,045 9,126 205,801 -4.1% -17.6% -4.7%
Coup de Pouce 172,056 33,745 204,611 -2.4% -13.4% -4.4%
Canadian Geographic 192,343 12,268 195,306 +2.1% -24.3% N/A
Oxygen Women's Fitness 96,473 98,833 193,198 +25.7% -0.8% +10.7%
Châtelaine 173,036 20,162 169,006 -1.2% +2.7% -0.8%
L'actualité 162,098 6,908 161,638 -1.8% +5.2% -1.5%
Clean Eating 61,652 99,986 147,347 +135% -25.8% +0.4%
LouLou 127,042 20,305 143,368 +7.7% +18.3% +9%
Fashion 134,882 8,486 142,912 +16% +4.5% +15.3%
Canadian Gardening 125,036 17,876 142,498 -6.8% +12.4% -4.7%
Flare 129,615 12,883 140,418 +8.6% +6.1 +8.4%
More 119,671 20,747 136,392 +1.4% -8.9% -0.2%
Good Times 136,392 N/A 135,980 -4.9% N/A -4.9%
Le Bel Âge 132,733 3,247 132,368 +0.8% -31.50% -0.40%
Today's Parent 125,669 6,699 128,681 -0.7% -19.7% -1.8%
Elle Canada 102,993 25,688 123,629 +5.6% -21.9% -1.3%
Best Health 107,538 16,091 120,257 N/A N/A N/A
Harrowsmith Country Life 108,662 11,595 108,991 -3.9% +11.8% -2.6%
Hello! 40,994 67,997 106,786 +161.2% +14.5% +45.1%
MoneySense 93,053 13,733 100,077 +1.4% +4.3% +1.8%
Canadian Home Workshop 95,232 4,845 98,138 -5.6% -35.9% -7.7%
TV Hebdo 59,764 38,374 95,529 -8.7% -9.3% -9%
The Hockey News 84,735 10,794 90,633 +6.1% -0.3% +5.4%
Outdoor Canada 82,868 7,765 90,520 +4.3% -27.2% +0.6%
Toronto Life 79,668 10,852 89,969 -0.1% -7.4% -1.1%
Canadian Business 85,865 4,104 89,004 +15.2% +4.3% +14.7%
American Curves 34,344 54,660 85,491 +15.3% -28.9% -16.5%
7 Jours 1,674 83,817 82,437 -15.7% -3.8% -4.1%
Décormag 76,099 6,338 80,626 -1% -28.8% -3.9%
Affaires Plus 79,512 1,114 80,526 -2.6% -17.3% -2.8%
Elle Québec 64,573 15,953 78,102 -1.9% -29.1% -8.9%
Les Affaires 76,635 1,467 76,118 -1% -17.4% -1.4%
Décoration Chez-Soi 55,650 20,468 75,784 -5.8% -8.3% -6.4%
Vita 63,215 12,569 68,909 N/A N/A N/A
LouLou (French) 52,517 16,392 64,643 -1.5% +5.1% N/A
Clin d'Oeil 45,589 19,054 64,163 -7.9% -5% -7%
Les idées de ma maison 49,297 14,866 63,128 -3.3% -15.5% -6.40%
Fleures Plantes Jardins 57,606 5,522 58,075 -1.5% -38.4% -6.4%
La Semaine N/A 58,075 52,409 N/A +6.1% +4.2%

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