Monday, August 11, 2008

Single copy tumble affects wide range of ABC-monitored titles in first 6 months

Just 18 titles out of the 61 Canadian titles monitored by the Audit Bureau of Circulations (ABC) saw their single copy sales increase during the first 6 months of 2008 versus the same period last year. According to a report in Masthead, 27 titles saw double-digit declines.

Among the magazines that saw single copy sales increases were Western Sportsman (49.2%), Canadian Home Workshop (44.2%), Outdoor Canada (37.1%), Canadian Gardening (27.7%) and The Beaver (24.4%).

Among those titles experiencing significant drops were Canadian Family (-75%), Canadian Home & Country (-56%), Wish (-53%), Canadian Business (-38.8%), Flare (-28.5%), LouLou (English) (-23.3%), Chatelaine (-21.2%), and The Hockey News (-15.9%).

In terms of subscriptions, the results were less volatile, with changes within a +/- 10% range.

Among those whose total paid/verified circulation dropped significantly more than that were: Profit (-66.5%), three St. Joseph titles -- Wish (-26.6%), Canadian Family (-24.1%) and Gardening Life (-16%), and Filles Clin D’Oeil (-17.8%), 7 Jours (-14.4%) and Flare (-11%).

Some magazines will probably count themselves lucky, having held relatively steady in total paid and/or verified circulation:Toronto Life, Canadian Geographic, Canadian Living, Today’s Parent, Canadian House & Home, Decormag, Maclean’s, Style at Home and Elle Canada.

Magazine newsstand sales plummet (Globe and Mail)
[U.S.]Magazine sales fall 6.3% at newsstands (AP via New York Times)

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Anonymous Anonymous said...

It's all smoke and mirrors, anyhow!!! A massive increase or equally large drop doesn't necessarily say anything about a publication's vitality, or even the quality of its circ base.

7:19 pm  
Anonymous Anonymous said...

Hey Anonymous,
Keep repeating that to yourself (and your advertisers).

12:15 pm  

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