Covers Sell

Covers Sell

MagNet releases 1st Half 2012 Stats

Posted by Scott On August - 17 - 2012

MagNet has just released their compiled stats for the first half of 2012 newsstand sales.  These stats represent actual sales from the vast majority of wholesalers in North America…not estimates, not forecasts, but actual sales data.

The top line data is, without a doubt, not great news.

  1. In the U.S., unit sales were down 9.9%, and dollars were down 9.1%
  2. In Canada, unit sales were down 6.2%, and dollars were down 6.1%
  3. Sell-through efficiency remained more-or-less flat at 32.4% overall, and smidge better at 32.7% in Canada

So, using this as a benchmark, any publisher in Canada that is seeing growth, or is even holding firm, should be thrilled.  At the 8th Annual PBAA event, held this past Wednesday, Glenn Morgan, of Coast to Coast, pointed out that many consumer goods are down by much much more, given the challenging economic times, particularly in the U.S.  More on this in a post coming soon.

Some interesting foot notes provided by MagNet include:

  • 63% of the sales decline in the Top 100 titles in North America was attributable to the top 10 titles, 9 of which are weekly
  • 93% of the overall decline from the Top 100 titles was caused by just 22 titles
  • Titles ranked #51–#100 actually posted a 6% sales increase in retail dollars
  • 74 of the Top 200 titles posted positive sales gains over the same period last year.

Click on Chart 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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