Magazine Circulation Decreases While Ad Dollars Increase

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The two-year slide in US magazine circulation accelerated in the first six months of 2010, in spite of a gradual recovery in advertising spending.

 

Even as ads returned to print media - in particular to the September pages of fashion titles such as Condé Nast's Vogue and Time Inc's InStyle - consumers continued to migrate from print magazines.

Reader's Digest and National Geographic were among the biggest losers as US paid circulation fell 2.3 per cent year-on-year to 313.8m in the first half of 2010, compared with a fall of 1.19 per cent in the 2009 period, according to data from the Audit Bureau of Circulation of 440 titles.

For full-year 2009, circulation dropped by 2.23 per cent year-on-year - a period when print publishers faced a sharp curtailing of spending from automakers, real estate and also retail businesses.

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