Chatelaine, despite drop in revenue, tops Masthead list of top 50 magazines
Masthead online magazine has released its annual special report of the Top 50 Canadian magazines, based on imputed revenue for 2009 (estimates of advertising and circulation) and there is identical rankings as last year among the top 5, though revenues were down for some.
Chatelaine is still the country’s number one moneymaker, based on the Masthead annual ranking of the country’s Top 50 magazines by revenue. The Rogers-owned women’s service book had total revenues of $51.4 million in 2009, a 9% decline from the previous year. Canadian Living ($49.7 million), Reader’s Digest ($48.1 million), Maclean’s ($33.5) and Canadian House & Home ($21.1 million) again rounded out the top five.
Four of the top 5 are women's service or shelter titles. Reader's Digest did very well, both its eponymous title, its French equivalent and spinoff Best Health.
The entire report is available for download.
Who's up| Best Health (Reader's Digest) | 103% | |
| Selection du Reader's Digest | 42% | |
| Homemaker's | 39% | |
| Harrowsmith Country Life | 29% | |
| Hello! Canada | 27% | |
Who's down | ||
| Financial Post magazine | -32% | |
| Report on Business | -21% | |
| Movie Entertainment | -17% | |
| Outdoor Canada | -15% | |
| Les idées de ma maison | -14% |
posted by D. B. Scott at
12:25 pm
1 Comments:
I'm having some trouble digesting the Masthead report because the ad revenue numbers include insert revenue at the same rate as display page revenue (i.e. 70% of 1x page rate). But a 48-page insert in a polybag does not generate even 1/10 as much revenue as 48 display pages.
I seem to recall that Masthead used to discount inserts by a further 50% (still not enough but a start) so maybe this 2009 data is apples and oranges when compared to 2008.
The LNA data that is used for the Masthead report is an incredibly useful database but must be interpreted with care. Did Reader's Digest really gain $3 million in inserts while losing more than $1 million from other ad revenue streams and did Canadian Living really gain nearly $8 million in inserts while losing $2 million elsewhere?
Of course LNA revenue estimates will never be accurate without publisher input because of contra, bonus space, discounting, house ads etc., but it would be a service to all for Masthead to present the numbers with some connection to reality by providing a more suitable weight to inserts.
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