The Alliance for Audited Media just released its first half circulation and sales data, and it’s a mixed bag. Let’s get the bad news out of the way first: Overall, single copy sales dropped 10 percent compared to the first half of 2012.
Out of the 25 titles considered, women’s titles and gossip rags were hit the hardest. The breakdown: Glamour (sales dropped by 28 percent), Cosmo (-23 percent), O, The Oprah Magazine (-22 percent), Life & Style (-20 percent), Us Weekly (-16 percent). The big winner of the group? Another women’s title. Woman’s Day saw newsstand sales go up by 23 percent for the first half of this year.
Now time for some good news from AAM’s report. Print circulaiton remained relatively flat (down by only one percent for the first half) and digital circulation continued to improve.
In the first half of 2012, magazines reported just 5.4 million digital subscriptions, or 1.7 percent of total circulation. This first half those numbers are up to 10.2 million digital subscriptions and 3.3 percent of total circulation. While digital still represents a tiny slice, things are on the upswing. Not a bad start to the year.