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People Tops Capell’s Circulation Report’s Best Performers in Circulation 2007 List
Monday, January 14, 2008
Jeremy Greenfield

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Capell’s Circulation Report named its top ten best performers in circulation in 2007, based on rate base management, pricing, source mix, newsstand sales, audit reports, competitive environment, and ad pages. This year, People magazine, which set records in 2007 for revenue and profit, topped the list. People has given its advertisers an average rate base bonus of 350,000 since 2,000, and, as a result, sold 3,913.7 ad pages in 2007. Helping to fuel People’s ninth time making the list was an average subscription price ($100.70) that is five times the industry average.

The rest of the top ten list reads as follows:

1. The Economist: 16% gain in circ overall, with rate growth of 46% since 2000.
2. Real Simple: 50% sales efficiency, with ad revenue and ad pages up 20.53% and 15.2% respectively in 2007.
3. More: 25% gain in newsstand sales.
4. In Style: A record 11 straight years on the top ten list. Rate base has more than doubled in the last decade.
5. Men’s Health: Best selling men’s title on the newsstand. Ad pages up 12.23% in 2007.
6. Martha Stewart Living: A 2007 235,000 bonus over rate base.
7. Dwell: 20% gain in overall circ in 2007, with a 9% newsstand sale gain.
8. Details: 10% newsstand sales gain in 2007, with ad pages up 10.24%.
9. Scientific American: 13% gain in newsstand with a 17.3% increase in ad pages in 2007.

In addition to the top ten performers, Capell’s named ten honorable mentions that had great years in circ, but just missed the top ten list:

1. Cooking with Paula Deen
2. Cosmopolitan
3. Glamour
4. Good Housekeeping
5. GQ
6. O, the Oprah Magazine
7. Prevention
8. Robb Report
9. Wired
10. Women’s Health

For more stats on the above mentioned mags and more info, including best performers 1983-2007, Canadian Leaders, mags that just missed the top twenty, most honored companies, and Capell’s Circulation Report special analysis no. 389, please contact Capell & Associates:

601 Central Ave
PO Box 742
Barnegat Light, NJ 08006
P: 201-572-8774
F: 609-494-7369
Dan_capell@att.net
If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com


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