Starting in 2018, Hearst launched Pioneer Woman magazine in Canada. The magazine was built around celebrity blogger Ree Drumond, who lives on a working ranch in Pawhuska, Oklahoma.
According to Wikipedia: “Capitalizing on the success of her blog, Drummond currently stars in her own television program, also entitled The Pioneer Woman, on The Food Network which began in 2011.”
The magazine was an instant success in Canada.
- The Spring 2018 issue sold 14,611 copies at a 47% sell-through.
- The Summer 2018 issue sold 15,922 copies at a 45% sell-through.
- The Fall 2018 issue sold 17,903 copies at a 40% sell-through.
- The Winter 2018 issue sold 20,299 copies at a 44% sell-through.
The magazine remained on an upward trajectory in 2019.
- The Spring 2019 issue sold 17,279 copies at a 38% sell-through…up 18.3% from prior year.
- The Summer 2019 issue sold 18,346 copies at a 43% sell-through…up 15.2% from prior year.
- The Fall 2019 issue sold 15,282 copies at a 35.3% sell-through…down 14.6% when they inexplicably cut 1,149 stores or 30% off distribution.
- The Winter 2019 issue sold 20,346 copies at a 47% sell-through…up modestly from prior year, and best-selling issue ever!
Sadly, Covid-19 has taken its toll on the Spring 2020 issue.
- The Spring 2020 issue sold 14,999 copies at a 36% sell-through…down 13.2% from prior year. It went on sale March 2nd…bad timing, but still a very respectable outcome.
The covers are all “celebrity based” and beautifully composed. This magazine is a shining example of excellence in difficult times. Covers are in chronological order from launch to current, left to right.
