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Cosmopolitan posts big Digital gains

Posted by Scott On September - 9 - 2012

According to recently released statistics from the Audit Bureau of Circulation (ABC) for the Jan-Jun 2012 period, Cosmopolitan posted huge gains in digital sales.

Digital subscriptions increased by 110% to an average of 171,258, up from 81,690 in June of 2011.   But print subscriptions also increased by 15%, to an average of 1,436,038, up by 185,655 from a year ago.  Digital subscriptions now account for 10.7% of the total paid subscriptions reported by Cosmopolitan. 

Digital single copy sales for Cosmo also improved, up 542% from prior year, to an average of 14,415, from 2,247 a year ago.  Digital single copies account for just 1.1% of total single copy sales reported.  Cosmo reported single copy sales fell by 16%, to an average sale of 1,337,323 units.

Vanity Fair also posted impressive gains in digital sales.  Digital subscriptions increased by 979% to an average of 36,403, up from just 3,374 a year ago.  Digital subs now account for 4.1% of total paid subscriptions.

Digital single copy sales actually decreased by 61%, to an average of 3,771 from 9,600 a year ago.  Digital single copy sales account for just 1.3% of total paid single copy sales.  However, Vanity Fair reported an 18% decline in single copy sales from a year ago, to an average of 280,167 from 339,966 a year ago.

Esquire also posted healthy gains in digital sales.  Digital subscriptions increased by 94% to an average of 40,792 compared to 20,997 a year ago.  Digital subs now account for 6.7% of total paid subs, while printed subs account for 571,270 or 93.3% of the total.

Digital single copy sales increased by 782% to 3,103, up from 352 units a year ago.  Digital single copy sales account for just 3.3% of total paid single copy sales, while printed copies account for an average of 91,225 or 96.7% of total single copy sales reported.

Looking at a group of Top 10 U.S. titles (Time, Vogue, People, Oprah, Gamour, Rollingstone, Vanity Fair, Esquire, Cosmo, New Yorker) reveals that paid printed subscriptions account for 97.1% of total paid subscriptions, compared to 2.9% for digital subscriptions.  A year ago, digital subs represented 1% of the total paid subs.  Paid printed single copies account for 98.8% of the total paid single copy sales, compared to 1.2% for digital singles.  A year ago digital singles represented just .8% of the total paid singles.

Click on charts to enlarge!

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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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