BREAKING NEWS & VIEWS
Best/Worst Circ Performers of the Decade
Wednesday, December 23, 2009
Best ABC Audited Magazines:
♦ Allure. Rate base increased 31% during the decade to a current 1.05 million. Missed rate base with just two issues.
♦ Architectural Digest: Delivered 4% bonus circ during the decade.
♦ Bon Appétit: Delivered 6% bonus circ during the decade.
♦ The Economist: Weekly never missed rate base (510 issues) and delivered 14% bonus circ during the decade.
♦ ESPN: Rate base quadrupled over the decade to a present 2 million.
♦ GQ: Grew rate base 35% over the decade and delivered 9% bonus circ.
♦ InStyle: Delivered 89% rate-base growth over the decade.
♦ Men's Health: CCR's 2008 "top performer" grew its rate base by 475,000 to 1.8 million during the decade.
♦ The New Yorker: Weekly never missed rate base (about 480 issues), and increased its guarantee by 38% and delivered a 10% bonus during the decade.
♦ People: Averaged 346,000 in bonus circ above a rate base that increased 6% over the decade.
♦ Sports Illustrated: Weekly delivered 100,000 bonus circulation over the decade
♦ Vanity Fair: Rate base increased 10% and VF delivered 9% bonus circ over the decade.
♦ Weight Watchers: Delivered 123,000 (17%) in bonus circ over a 1.25 million rate base over the decade.
Worst ABC Audited Magazines:
♦ AutoWeek: Weekly-turned-biweekly decreased rate base by 8% over the decade yet missed the guarantee 185 times.
♦ Ladies' Home Journal: Rate base decreased 8%, yet there were 54 misses out of 120 releases over the decade.
♦ Redbook: Rate base decreased 21%, yet nearly 46% out of the 120 releases missed the guarantee over the decade.
♦ Soap Opera Digest: Rate base decreased 55%, yet nearly half the 520 releases missed the guarantee over the decade.
♦ TV Guide: Rate base decreased by nearly 10 million, yet over 37% of the circa 510 releases missed the guarantee over the decade.
Some biggies—including Better Homes and Gardens/Cosmopolitan/Family Circle/Seventeen—are deemed by Capell "On the Fence" titles that are improving from previous "worst auditeds." Such successful launches during the decade as Cooking with Paula Deen/Every Day with Rachael Ray/O (Oprah)/People StyleWatch/Real Simple/The Week are "up and comers" that are "showing great results so far."
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