The big losers? Celebrity-branded magazines. Martha Stewart Living's sales showed erosion as news of an ongoing investigation of the founder of Martha Stewart Omnimedia and her possible insider trading duked it out with AOL Time Warner shenanigans. The title's newsstand sales fell 21.8%, and overall circulation was down 3.2% to 2.4 million. Hearst Magazines highflyer O, The Oprah Magazine posted a 10.3% newsstand decline and an overall dropoff of 10.6% to 2.3 million.
The biggest single-copy decline of any major consumer title occurred at Gruner & Jahr USA Publishing's now-shuttered Rosie. Newsstand sales fell 57.6%, to 235,683, and the title missed its 3.5 million rate base.
Wenner Media's Us Weekly saw single-copy sales jump 55.2%, to 505,005. Us' 1.1 million circulation still is no match for the 3.6 million of Time Inc.'s People but People's numbers wavered, with newsstand sales slipping 3.2% and overall circ fell 2.4%.
Other top performers were Conde Nast Publications' Lucky (newsstand up 20.7% and total circulation up 18.0%) and Time Inc.'s Real Simple (newsstand up 20.3% and total circulation up 31.9%). Two titles not in the top 200 that turned in impressive numbers were hip-hop title XXL (total circulation up 33.3%) and Yoga Journal (newsstand up 18%, overall circulation up 20.5%). Single-copy sales at Hearst's Esquire rose 17.3% and overall circulation was up 12.3%.
The three top teen titles-Primedia's Seventeen, Gruner & Jahr's YM and Time Inc.'s Teen People-all showed big newsstand declines, led by Seventeen's 24.1% fall-off.
Some slippage showed at Conde Nast's Glamour. Newsstand sales fell 7.6%, to just under a million. Hearst's rival Cosmopolitan saw newsstand sales rise 5.8% to break 2 million.