fashion-memopad
fashion-memopad

Newsstand Sales End 2011 on Down Note

The entire magazine industry was down an average of 10 percent during the second half of last year, with some fashion titles falling much harder.

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WALKING BY THE NEWSSTAND: Sarah Jessica Parker, Jennifer Aniston and Heidi Klum were big sellers for fashion magazines during the second half of last year but apparently not big enough to stop a slide at newsstand. The entire magazine industry was down an average of 10 percent — no doubt partially a function of the struggling economy — and some fashion titles fell much harder, according to Audit Bureau of Circulations. Elle reported the biggest decline in the fashion category, down 18.3 percent to an average 241,339 copies. InStyle had the highest single-copy average during the period, with 561,630, but that figure represented a 14.2 percent decrease over the prior year.

Allure’s second half was down 13.3 percent to 130,901, and Glamour was at the industry average, selling an average of 469,544 copies. Marie Claire wasn’t far behind, falling 8.9 percent to 231,054 and W’s newsstand was down 7.4 percent to 20,426. Harper’s Bazaar’s single-copy sales fell 7.3 percent to 147,194. Vogue was down 5.6 percent to 348,850 and Lucky down 5.5 percent to 159,266.

Beyond the fashion category, there were even more notable declines. Vanity Fair reported a 20 percent drop on newsstand, to 323,946, during the half. A Vanity Fair spokeswoman attributed this to the fact that the second half of 2010 was the best performing period in the magazine’s history.

Then there’s O, The Oprah Magazine. The Hearst title fell 32 percent to average 413,363 copies on newsstand. This follows recent news that the magazine dropped 24 percent in advertising during the first quarter of this year, according to Media Industry Newsletter. Clearly things aren’t going well for Oprah right now, given her struggling TV network. But there may be a glimmer of hope: the January issue is up 28 percent, selling 825,000 at newsstand.

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