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Cosmo…Extreme Volatility

Posted by Scott On November - 22 - 2019

Cosmopolitan magazine continues to trend down in an extremely volatile way here in Canada.

  • In 2018, sales were down 26%, with all 12 issues posting losses from prior year.
  • In 2017, sales were down 29%, with all 12 issues posting losses from prior year.
  • In 2016, sales were down 29%, with all 12 issues posting losses from prior year.
  • In 2015, sales were down 29%, with all 12 issues posting losses from prior year.

So far in 2019, sales are down on all 10 issues…too soon to say about November and December issues.

The Jan 2018 issue was their best selling issue that year, selling 55,216 copies at a 45% sell-through…impressive, and only down 3% from the prior year’s issue in that slot.  However, the Jan 2019 issue sold just 30,531 copies at a 46% sell-through, down 24,685 copies or 45% from prior year.

The May 2018 issue sold 20,752 copies at a 30% sell-through.  But the May 2019 issue sold just 13,051 copies at a 21% sell-through, down 14,001 copies or an astounding 52%.  Extreme volatility.

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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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