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BREAKING NEWS & VIEWS
In Style and Men's Health Top Capell's Circulation Report List of Top Performers In Style and Men’s Health were both extremely impressive, each consistently being a Capell’s Circulation Report top ten performer every year for the past decade, a new record for the newsletter. Each also saw impressive growth in their rate bases, with Men’s Health growing 33% and In Style doubling from its 1997 base. Nearly as impressive is The Economist, which managed to pull a still-pretty-amazing 9 top performer awards, and grow its circulation base by 90%. Throw in a $100 average subscription price, and you have a magazine that has been making a nice chunk of change over the years. People magazine has also had an impressive recent past, as their average bonus circulation over rate base for the past ten years has been 400,000, and the magazine has been a top performer 8 times. (Perhaps due in part to their ever-popular “Sexiest Man Alive” feature, which was a Platinum winner for min’s Marketing Masters.) Also showing incredible performance is People’s Spanish-language sister publication People En Español, which has managed to triple its rate base over the last 10 years. The Atlantic has also done quite well, with not a single issue under rate base. Also, despite a cut rate base in 2004, the magazine has weathered the storm and since started growing again. Not a bad thing for such a veteran book, which celebrated its 150th anniversary earlier this month. Southern Living has also seen impressive rate base increases, rising by 400,000 and only releasing two issues under base during the whole process. Time will tell if newcomer Southern lifestyle magazine Garden & Gun will take a bite out of their success, or if the classic will remain on top. In the more recent past, Dwell has tripled its rate base since 2001, despite the loss of (and largely due to the efforts of) award-winning editor-in-chief Allison Arieff, who left in August 2006. Game Informer has capitalized on video games becoming a more widespread form of entertainment, doubling its rate base since 2002. In the more traditional pastime of sports, ESPN the Magazine has tripled its base rate since 1998. Despite losses in advertising pages and readership across the print media industry, many magazines are still going strong. While the Web will most likely continue to draw advertising and companies will split their efforts between print and online, print magazines are still an important and profitable industry. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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