Covers Sell

Covers Sell

1st Quarter Numbers Released

Posted by Scott On June - 1 - 2012

MagNet Business Insights has just released their findings on the 1st Quarter 2012 newsstand sales results.  The news is actually encouraging, so long as you are not a weekly, so long as you are a smaller publisher, so long as you are a Canadian magazine.

In the United States, unit sales were down nearly 8% overall

In Canada, unit sales were down nearly 6%

The big publishes felt the most pain, according to the MagNet data:

  • In the U.S., the Top 50 titles were down 8%, while the Top 100 were down 5.5%, the Top 200 were down 2.9% , the Top 1000 just 2.6%.
  • The same held true in Canada, with the Top 50 down nearly 7%, the Top 100 down 4.4%, the Top 200 down 1.7% and the Top 1000 down just .5%.

Click to magnify chart below:

Good to be niche, good to be high-quality, good to be a Canadian title: 

Canadian Real Estate Wealth is up 18% in the 1st Quarter of 2012 (Jan, Feb, Mar 2012)

Canada’s History is up 54% on the last two closed issues (Oct/Nov, Dec/Jan), and is forecasting a record-breaking result on their Titanic issue

Legion is up 68% on their last 3 issues (Nov/Dec, SIP, Jan/Feb)

Canadian Yachting is up 128% on their last 2 issues (Nov/Dec, Jan/Feb)

4WDrive is up 25% since re-launching recently

Canadian Business Franchise Directory is up 33%

GardenMaking has launched a brand new SIP, retailing for $9.99 that is selling briskly

Fly Fusion is coming off their best year ever, with record breaking issues.  Sales in Canada were up 11% in 2011, and sell-through efficiency increased by 12.8pts.  In the U.S., sales were up 17%.

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About Me

Scott Bullock is a veteran circulation expert with over 38 years experience in both Canada and the United States. He has worked on trade titles such as Publisher’s Weekly, Library Journal, School Library Journal and Small Press in the USA. In consumer magazines, Scott was the Circulation Director for D Magazine (the city magazine of Dallas, Texas), and in Canada he was the Circulation Director for Toronto Life, Fashion, and Canadian Art. From 2000 to 2004, Scott was a partner at Coast to Coast Newsstand Services. Scott has also held the post of VP Sales & Marketing, for CDS Global, Canada. Currently, CoversSell.Com is Scott’s circulation consultancy. Active clients include: Fly Fusion, Canadian Geographic, Canadian House & Home, Canada’s History, Canadian Real Estate Wealth, Canadian Woodworking, Canadian Cycling, Canadian Running, Canadian Scrapbooker, Legion, Harrowsmith, SkyNews, and SuperTrax.

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