Monday, August 09, 2010

ABC measured Canadian magazines down about 5.4% in first six month circulation

Among the Canadian magazines tracked by the Audit Bureau of Circulations, in both English and French, the majority saw a decline in circulation during the first six months of 2010 compared with the same period a year earlier.

Circulation overall declined about 5.4% (5.6% in paid subscriptions). This is somewhat more than the U.S. market where total circulation declined 2.3%. However, Canadian single copy sales actually increased marginally, while U.S. magazine newsstand sales dropped 5.63%, according to information published by the Globe and Mail
Among the gainers in these latest numbers were  
  • Hello! Canada (up 11%) 
  • Canadian House & Home (up 3.6%)
  • Maclean's (up 2%) 
Among the decliners were
  • Chatelaine, Rogers Publishing's largest circulation title, which saw total circ decline by 10.1% -- a combination of losing 5.3% of its subscriptions year over year and almost 1/4 of its single copy sales (24.9%)
  • Reader's Digest Canada saw its total circulation decline by 15% (17.7% in subscriptions). 
  • Among the "three sisters" of fashion, Flare magazine declined 9.7% in total circulation, Fashion magazine was down slightly less than 1 per cent and Elle Canada essentially broke even, with a 0.2% decline 
  • Canada's History (formerly The Beaver) down 6.5%.

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