What Mags Are Growing Fastest? The Newbies

Latest Circ Numbers Also Show Moderate Growth for Celeb Weeklies

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A correction has been made in this story. See below for details.

NEW YORK (AdAge.com) -- The latest release of official magazine circulation figures has revealed a scene every bit as choppy and slow-growing as expected, with big gains only for younger titles still finding their limits and moderated strength for celebrity weeklies.
Every Day with Rachael Ray turned in an impressive 57.6% increase in average paid and verified circulation.
Every Day with Rachael Ray turned in an impressive 57.6% increase in average paid and verified circulation.

Can't stop Rachael Ray
Every Day with Rachael Ray from Reader's Digest Association, one of the young ones, turned in an impressive 57.6% increase in average paid and verified circulation, according to the new Fas-Fax report from the Audit Bureau of Circulations. That came with a 25.8% decline on the newsstand, but 184.7% growth in subscriptions.

Women's Health from Rodale, another recent entry, reported 51.8% growth in average paid circulation, drawing on a 52.1% spike at newsstands and a 51.6% spike in subscribers.

And OK Weekly, the celebrity import from England, turned in a 54.3% increase in paid and verified circulation for an average of 809,411, fueled by a 75.1% increase in subscriptions and a 25.3% leap in newsstand sales.

Two years ago those kinds of numbers belonged to In Touch Weekly, Bauer's then-new, budget-priced entry into the star-gazing field, but In Touch has actually maintained pretty strong growth since then too. It reported a 10.6% increase in newsstand sales, which is the source of virtually all its circulation. Its sibling, Life & Style Weekly, grew 6.8%.

'Mature' celeb titles
Other, more "mature" celebrity weeklies showed some fractures inside their growth. Time Inc.'s People, far and away the biggest and most profitable of the category, showed a 2.2% slip in paid and verified circulation as single-copy sales fell 5.6% and subscriptions edged up 0.4%.

Us Weekly, part of Wenner Media, said its average paid and verified circulation grew 4.8%, although buyers will note that its newsstand fell 3.4% and its use of verified public-place copies grew 58.5%.

And Star from American Media registered a 3.7% drop, on a single-copy decline of 3.5% and subscription fall-off of 5%. Star is intentionally lowering its circulation, however, to reduce costs and improve the quality of its reader base.

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CORRECTION: An earlier version of this story said Us Weekly's newsstand fell 15.2% rather than the correct figure, a decline of 3.4%
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