Magazines' paid circulation continues to suffer from a plodding economy and proliferating competition, but All You, a title devoted to thrifty living, is growing again.
Next January All You will raise the paid circulation guarantee it gives advertisers by 15.4%, to 1.5 million from 1.3 million, the magazine said. That follows a 6.1% increase in July and a 16.7% increase in January.
All You, part of Time Inc., seems to be benefiting from interest in its editorial mission. While magazines' newsstand sales sank 9.2% from the first half of last year to the first half of 2010, All You -- whose only newsstands are in Walmart -- saw single-copy sales grow 8.9%, according to publishers' reports with the Audit Bureau of Circulations.
That's not to say budget living is the only theme that works these days. The magazine with the biggest newsstand jump in the first half was Conde Nast's Vogue, where single-copy sales jumped 12.7%.
Smart marketing is also playing a role at All You. It has benefited from a program under which bloggers promote All You subscriptions in exchange for a share of any new revenue generated. All You's first-half subscriptions increased 28.8% from the first half a year prior.
Other magazines increasing their circulation guarantees despite the broader downward trend include Bloomberg Businessweek and Food Network Magazine.