Magazine A-List 2010

All You Is No. 3 on Ad Age's Magazine A-List

Real Women, Real Retailers and Real Products Make for Real Big Numbers for Monthly Mag

By Published on .

NEW YORK (AdAge.com) -- Some magazines win their way onto the A-List with a novel strategy or an admirable comeback story. Others, like All You, just barge in.

This year the budget-minded, recession-friendly title seemed to get every result it wanted. Subscriptions increased 25% in the first half of 2010 from the first half of last year -- despite higher subscription pricing as All You sold more of its own subscriptions and relied less on third-party agents. All You subscriptions averaged $1.25 a copy in the first half, more than Elle or Kiplinger's Personal Finance. Overall paid and verified circulation increased 10.7% to nearly 1.1 million, overdelivering on All You's promise to advertisers by 7.2%.

Speaking of advertisers, All You's ad pages in the issues from January through September not only increased -- by 14.2% from the equivalent period in 2009, compared with a 2.2% gain for monthlies as a whole -- but they recaptured their 2008 heights, according to the Media Industry Newsletter.

When Time Inc. introduced All You in 2004, not many people would've suggested that the world needed another women's magazine, said Publisher Diane Oshin. But women wanted a title that featured real women like them and shared a focus on affordable living. Its only newsstands were in Walmart. It worked.

"We were able to distinguish ourselves to the consumer," Ms. Oshin said. "The products in the magazine were products that she used, the retailers in the magazine were the retailers where she shopped."

But will their momentum cool if the economy recovers ? "The consumer has definitely recalibrated her expectations and shopping behavior," Ms. Oshin said. "So if indeed we are out of a recession ... I know this brand's relevance has cemented itself into perpetuity."

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