U.S. magazine publishers continue to lose print readers, according to a new report from the Audit Bureau of Circulations. Newsstands sales are down 9.2% for first half of 2011, compared to the same period in 2010. Overall circulation is down only 1.4%, but as the Wall Street Journal explains, newsstand numbers carry more significance:
Newsstand, or single-copy, sales are considered the most accurate measure of consumer demand for magazines because those numbers can’t be artificially inflated. Publishers often sell magazines at a steep discount, or circulate them free in public places like salons, to reach the number of copies they guarantee advertisers they will deliver.
Despite the discouraging numbers, some titles have seen improvements in newsstand sales, including The New Yorker (+1.2%), Time (+16%), and Vogue (+12.7%).