The numbers are in and, for the most part, they aren’t pretty. According to the Audit Bureau of Circulations FAS-FAX report that sampled 550 titles, consumer magazine circulation fell by 1.2 percent in the second half of 2010. While the skid is certainly not good news, it does mark an improvement over the 2.3 percent drop in the first half of last year. Newsstand sales witnessed a sharp decline of 7.3 percent while total paid subscriptions were down 1.2 percent.
A mere ten publications experienced growth in their total paid and verified circulation between the second half of 2009 and the second half of 2010. For the second consecutive six-month span Game Informer recorded the largest increase among the 25 most circulated titles. Game Informer saw a 33 percent circulation gain bringing their total circulation to 5.1 million. Reader’s Digest suffered the largest decrease among the top 25 publications with a 22.2 percent dip.
AARP the Magazine and AARP Bulletin were the largest reporting titles with both hauling in circulation totals around 24 million. Better Homes & Gardens was a distant third with 7.7 million readers.
Among the rare group of winners from the second half of 2010 were Food & Family (203.1 percent circulation gain to 1.1 million readers), Newsmax (111.1 percent improvement to 228,237 readers), and Vanidades (33.3 percent boost to 192,181 readers).