Second half 2011 FAS FAX results show 4.6% over all circ decline

Canadian magazines that are measured by the Audit Bureau of Circulations (ABC) showed an average decline of about 4.6% in total audited circulation in the last 6 months of 2011, compared with the same period the year previously. According to ABC FAS FAX data just released, Canadian ABC-measured titles had total circulation of 9.3 million compared to 9.8 million a year ago. Total paid and verified circulation, net of controlled copies, was 6,648,000 in 2011 compared with 6,994,000 in 2010 and was down 6.3%. Subscriptions were down about 5.9% and single copy sales down about 4.2%.

Among the largest major gainers in total circulation were Hello! Canada, Chatelaine, Today's Parent, LouLou and Elle Canada. Among the largest major decliners were publications of Reader's Digest Canada, including RD itself, its French counterpart Selection, Our Canada, More Our Canadaand Best Health; also Canadian Gardening.

Among the big gainers in single copy sales were major Rogers Media titles:  Maclean's (up 77%), Chatelaine (up 32%) and LouLou (up 15%).

U.S. FAS FAX results reported by Folio: showed that total paid circulation was down about 1%, from 305.5 milion to 302.45 million. Subscriptions were up about 1%, though single copy sales were down almost 10%.

Canadian magazine gainers and decliners in ABC FAS FAX results:

Gainers Avg. 6 mos 12/31/11 Avg 6 mos 12/31/10 % +/- MOI & LA CUISINE 14,189 10,420 36.2 BC OUTDOORS SPORT FISHING 14,724 12,993 13.3 COOL! 48,750 43,894 11.1 ANIMAL 14,734 13,486 9.3 HELLO! 137,025 125,494 9.2 RENOVATION BRICOLAGE 33,123 31,107 6.5 CHATELAINE 536,447 504,681 6.3 MOI & CIE 63,693 60,073 6.0 L'ACTUALITE 159,651 155,237 2.8 TODAY'S PARENT 134,214 130,909 2.5 LES AFFAIRES 74,595 72,904 2.3 LOULOU-VOTRE GUIDE SHOPPING 73,883 72,477 1.9 DERNIERE HEURE 15,654 15,394 1.7 ELLE QUEBEC 79,352 78,346 1.3 ELLE CANADA 121,828 120,941 0.7 LOULOU CANADA'S SHOPPING MAGAZINE 146,001 145,391 0.4 Decliners Avg. 6 mos 12/31/11 Avg 6 mos 12/31/10 % +/- WHAT'S UP - CANADA'S  FAMILY MAGAZINE 5,315 47,523 (88.8) A VOS PINCEAUX 6,131 8,094 (24.3) FLEURS PLANTES JARDINS 43,207 55,485 (22.1) TOUT SIMPLEMENT CLODINE 25,193 32,255 (21.9) 7 JOURS 67,024 85,532 (21.6) OUR CANADA 177,133 225,429 (21.4) TV HEBDO - TELEROMANS 28,994 36,668 (20.9) MORE OF OUR CANADA 45,190 56,579 (20.1) VITA 67,396 81,471 (17.3) WILD 6,388 7,652 (16.5) LE LUNDI 20,056 23,854 (15.9) BEST HEALTH 85,184 100,575 (15.3) CANADIAN GARDENING 100,017 116,143 (13.9) ECHOS VEDETTES 25,798 29,799 (13.4) PREMIUM 13,532 15,540 (12.9) MAISON ET DEMEURE 19,190 21,882 (12.3) MONTREAL CENTRE-VILLE 3,412 3,888 (12.2) SELECTION READER'S DIGEST 156,227 176,710 (11.6) READER'S DIGEST (ENGLISH) 557,701 627,197 (11.1) CLIN D'OEIL 64,138 72,053 (11.0)