People Hits Newsstand Gold With Royal Baby Cover

Sales up a projected 21 percent over last 6 months

Last week, Time Inc.'s People scored a major victory (in the world of celebrity weeklies, at least) by publishing a full-page photo of Kate Middleton and her just-born Royal Baby on its cover—and was the only magazine in the category to do so. Judging by early estimates, the issue will rank as one of People’s best sellers in a long time.

Five days after the “special collector’s issue” had been on newsstands, its single-copy sales had already increased 21 percent over average sales for the past 26 weeks, according to Magazine Information Network, which tracks magazine retail sales. Figures are based on point of sale data from 3,426 retail locations, and final sales tend to track close to the sample, according to MagNet. (As of Monday, People said it didn't have numbers available.)

Newsstand results were mixed for other celebrity titles, which only managed to dedicate a fraction of their cover space to the birth of Prince George Alexander Louis. According to sample data from MagNet, sales of the current issue of Us Weekly were up 7 percent over the average for the past 26 weeks, but sales of InTouch were off 6.7 percent and the National Enquirer down 4.8 percent.