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Covers Sell

ABC Stats U.S. vs. Canada

Posted by Scott On February - 11 - 2012

The December 2011 ABC FasFax report is out, and the statistics don’t look good for U.S. Magazines at the newsstand.

According to an article in Audience Development… thttp://www.audiencedevelopment.com/2012/consumer+magazines+see+disappointing+second+half+2011

…single copy sales were down 10% compared to the same period last year.  Some of the more notable declines featured in this link include:

  • Oprah…down 32%
  • Taste of Home… down 29%
  • Martha Stewart Living…down 17%
  • Fortune…down 17%
  • Economist…down 13%

A quick scan of the Fas Fax Report also reveals a staggering list of losses for many top U.S. brands (stop reading now if you are easily horrified):

  • American Photo -33%
  • Better Hones & Gardens  -12%
  • Boston -22%
  • Brides -26%
  • Chicago  -19%
  • Cosmoploitan -7%
  • Discover -20%
  • Ebony -18%
  • Elle -18%
  • ESPN -39%
  • Esquire -17%
  • Field & Stream -8%
  • Fine Cooking -14%
  • Fine Gardening -5%
  • Fine Woodworking -17%
  • Fly Fisherman -21%
  • Four Wheeler -7%
  • Glamour -10%
  • Golf Digest -11%
  • Good Housekeeping -15%
  • GQ -14%
  • Harper’s -28%
  • In Style -14%
  • More -18%
  • OK -28%
  • Parenting -19%
  • Parents -18%
  • Philadelphia -15%
  • Redbook -20%
  • Road & Track -16%
  • RollingStone -18%
  • Sail -21%
  • Saling World -19%
  • Scientific American -16%
  • Shape -30%
  • Ski -29%
  • Sky & Telescope  -13%
  • Texas Monthly -12%
  • US Weekly -10%
  • Vanity Fair -20%
  • Wired -31%

Here in Canada, the news is more positive.  Overall, single copy sales are down a smidge over 4% on ABC-audited titles…much better than the average 10% loss reported in the U.S.

Notable Canadian brands posting significant gains include:

  • BC Outdoors Sport Fishing +43%
  • Bel Age +30%
  • Best Health +21%
  • Canada’s History +11%
  • Chatelaine +32%
  • Cool +21%
  • Elle Canada +38%
  • Flare +13%
  • Hockey News +4%
  • L’Actualite +47%
  • Lou Lou +15%
  • Maclean’s +77%
  • Our Canada +13%
  • Today’s Parent +6%

On the flip side some notable brands posting declining newsstand sales included:

  • 7 Jours -22%
  • Canadian Art -33%
  • Canadian Business -22%
  • Canadian Gardening -16%
  • Canadian Geographic -27%
  • Chez Soi -38%
  • Clin D’Oeil -37%
  • Fashion -14%
  • Les Idees De Ma Maison -26%
  • Le Lundi -18%
  • Les Affaires -15%
  • Moi & Cie -15%
  • Money Sense -31%
  • More -23%
  • Pacific Yachting -14%
  • Renovation Bricolage -18%
  • Toronto Life -16%

Keep in mind that many magazines, both here and in the U.S., did post gains with SIP’s, which helps offset some of these numbers.  Also, some titles had outstanding sales in the same period of the prior year, which makes it tougher to repeat.

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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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