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Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
Abc Newsstand Analysis   2011 H2
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Abc Newsstand Analysis 2011 H2

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  • 1. Audit Bureauof Circulations Newsstand Review 2011 Based on Preliminary Numbers as Filed with the Audit Bureau of Circulation for 12 Months Ending December 31, 2011.
  • 2. SUMMARYAttached is our review of the 2011 ABC Fas-Faxreports. This review looks at 502 ABC-audited titlesreporting newsstand sales for either 2010 or 2011: •Total Volume: ranks titles by dollar volume for the entire six month period. •Average per Issue: ranks titles by dollar volume per issue •Editorial Category: ranks each editorial category by total volume and each title within each editorial category.All variance numbers, unless otherwise noted,indicate dollars and units for 2011 versus 2010.
  • 3. OVERALL RESULTS Overall units and dollars declined over -11% with audited titles shedding -78M units and almost -$300M retail dollars: Notes: all numbers are in millions; results are for Jan – December 2011 versus Jan – Dec 2010; includes 502 ABC-audited titles. These numbers are consistent with those from IPDA, which also show double-digit declines in units and dollars. Unlike the ABC FAS-FAX reports, IPDA numbers include virtually all newsstand titles. 2011 IPDA RESULTS 0 2011 2010 Var. Pct. Var Draw 2,411 2,621 (210) -8.0% Sale 739 836 (98) -11.7% Pct. 30.6% 31.9% (1.3) NA Dollars $ 3,440 $ 3,826 $ (386) -10.1% Notes: all numbers are in millions; results are for Jan – December 2011 versus Jan – Dec 2010; includes all titles.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 4. GAINERS & DECLINERS Fully 80% of titles posted losses in both units and retail dollars. This is the lowest ratio of gainers-to-decliners in memory. Units Title Count 2011 2010 Variance % Var. Gainers 79 49 45 4.6 10.3% Decliners 423 548 630 (82.3) -13.1% Totals 502 597 674 (77.7) -11.5% All numbers in millions Dollars Title Count 2011 2010 Variance % Var. Gainers 95 $286 $260 $ 26.0 10.0% Decliners 407 $2,035 $2,355 -$ 320.0 -13.6% Totals 502 $2,320 $2,614 -$ 294.0 -11.2% All numbers in millionsNote: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 5. Unit & Dollar Trends Almost two of five newsstand sales (-39%) have disappeared since the onset of the Great Recession (2H2007), eliminating -183M unit sales. Price increases have marginally stemmed retail dollar losses, which have declined almost -$550M (-33%).Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 6. Total Circulation Pct. Source 2011 2010 Variance Variance Subscriptions 3,373 3,414 (41.0) -1.2% Newsstand 597 674 (77.7) -11.5% Total Circulation 3,970 4,088 (118.7) -2.9% Large newsstand declines and weakening subscription numbers resulted in a loss of 118M readers (-2.9%). Total circulation has declined -24% since the 2004 high-water mark.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 7. Category Summary Unit Sales $$$ Sales Dollar Title Unit Variance Category Unit Sales Dollar Sales Share of Share of Variance Count to 2H2010 Bus. Bus. to 2H2010 WEEKLY 16 236.5 $ 892.0 39.6% 38.4% -14.4% -13.3% WOMENS 58 195.0 $ 615.6 32.7% 26.5% -7.7% -8.3% FAMILY/HOME 38 19.5 $ 97.1 3.3% 4.2% -2.1% -1.6% MENS 13 17.9 $ 90.8 3.0% 3.9% -12.5% -13.1% FOOD 20 15.2 $ 70.3 2.5% 3.0% -5.5% -5.2% AUTOMOTIVE 36 10.1 $ 57.3 1.7% 2.5% -17.6% -17.5% SOCIAL/LITERARY 31 11.1 $ 55.5 1.9% 2.4% -8.9% -8.3% BUSINESS/FINANCE 17 8.9 $ 54.8 1.5% 2.4% -8.7% -6.6% SCIENCE 16 9.6 $ 54.0 1.6% 2.3% -6.0% -5.4% NEWS 10 10.5 $ 53.5 1.8% 2.3% -3.7% -5.2% SPORTS 28 9.1 $ 48.5 1.5% 2.1% -10.9% -9.8% ENTERTAINMENT 11 9.3 $ 43.0 1.6% 1.9% -14.7% -17.9% TEEN/CHILDREN 12 11.4 $ 41.4 1.9% 1.8% -20.0% -21.5% ETHNIC 19 12.0 $ 41.2 2.0% 1.8% -22.1% -20.7% REGIONAL 50 7.1 $ 33.8 1.2% 1.5% -12.0% -10.5% HOBBY 38 5.8 $ 32.9 1.0% 1.4% -11.0% -10.4% OUTDOORS 34 5.8 $ 26.9 1.0% 1.2% -14.8% -17.1% COMPUTER/GAMING 4 1.6 $ 9.4 0.3% 0.4% -32.5% -36.4% PETS 10 0.5 $ 2.2 0.1% 0.1% -26.1% -26.6% GRAND TOTAL 461 596.7 $ 2,320.1 100% 100.0% -11.5% -11.2% While most categories posted double-digit losses, three of the top five categories managed losses between -1% and -8%. Smaller, targeted categories fared particularly poorly, several losing more than -20% of units and dollars.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 8. Category Summary Nearly 70% of titles with $1M or more sales suffered double-digit decreases in dollar sales. Womens, Home and Food titles fared relatively better with Weekly, Mens and Auto titles faring poorly.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 9. Winners Unit Sales Variance to 2009 Title 2009 2010 2011 Units Pct FOOD NETWORK 1.43 3.50 3.89 2.46 172% HELLO! 3.23 3.47 3.61 0.38 12% CLEAN EATING 0.66 0.78 0.86 0.20 31% MACLEANS 0.49 1.16 1.33 0.83 169% ALL YOU 4.96 5.21 5.84 0.88 18% CHATELAINE 0.76 0.75 1.14 0.37 49% LACTUALITE 0.20 0.25 0.39 0.20 99% LA CUCINA ITALIANA 0.12 0.22 0.19 0.07 58% All Titles 11.9 15.3 17.2 5.39 45% Amongst a sea of red ink, a handful of titles demonstrate the newsstand’s unique ability to both capture consumer’s interest in current events and build brand awareness and profitability. These titles have built and grown single-copy sales in the most challenging environment in memory. Food is a common theme among the winners. Food Network Magazine beat all odds with a successful mass-market launch that has made it the #1 food title at newsstand. Clean Eating has tapped into consumer’s desire for healthier food choices, while La Cucina Italiana has found a lucrative target audience. Canadian titles fill out the rest of the list, capitalizing in a less- devastated economic market.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 10. Advancers Unit Dollar Unit % Dollar % Title Units Dollars Var. Var. Var. Var. ALL YOU 5.8 $14.5 0.63 $1.6 12% 12% FOOD NETWORK MAGAZINE 3.9 $15.5 0.39 $1.6 11% 11% CHATELAINE 1.1 $4.5 0.39 $1.5 51% 51% TIME-THE WEEKLY NEWSMAGAZINE 4.1 $20.7 0.23 $1.4 6% 8% MACLEANS 1.3 $8.3 0.17 $1.3 15% 19% HARVARD BUSINESS REVIEW 0.4 $6.6 0.07 $1.1 20% 20% HELLO! 3.6 $15.2 0.14 $0.9 4% 7% NATIONAL GEOGRAPHIC INTERNATIONAL 2.1 $12.9 0.15 $0.9 7% 7% NASCAR ILLUSTRATED 0.1 $1.4 0.03 $0.8 31% 147% LACTUALITE 0.4 $2.3 0.14 $0.8 58% 52% POPULAR HOT RODDING 0.3 $1.8 0.10 $0.6 52% 52% CLEAN EATING 0.9 $5.2 0.08 $0.5 11% 11% VOGUE 4.3 $18.0 0.12 $0.5 3% 3% TOP ADVANCERS 28.4 126.9 2.6 13.5 10.3% 11.9% OTHER ADVANCERS 34.6 158.7 0.3 12.5 0.9% 8.5% ALL ADVANCERS 63.0 $285.6 3.0 $26.0 4.9% 10.0% ABC Totals 596.7 $2,320.1 (78) -$294.0 -11.5% -11.2% Totals w/out Advancers 533.7 $2,034.5 -80.7 -$320.0 -13.1% -13.6% All numbers in millions. Canadian titles Chatelaine, Macleans, Hello and L’Actualite all benefitted from expanded coverage and special editions on the royal wedding. All You is a Wal-Mart exclusive title. Food Network continues to grow and represents an enormous launch success for publisher Hearst Magazines.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 11. Category Notes CELEBRITY WEEKLIES: the one-time category-driver has suffered along with the rest of the newsstand, posting double- digit losses for the third consecutive year. Total units were off nearly -30M (-14%) and retail dollars declined almost $-100M (-13%). •Category units down 42% / dollars down 30% since 2H2007. •Despite losing more than 1-in-10 readers in 2011 People Magazine improved market share. Unit Dollar Unit % Dollar % Celebrity Units Dollars Var. Var. Var. Var. PEOPLE 57.6 $241.7 -7.3 -$23.9 -11.3% -9.0% US WEEKLY 32.9 $131.9 -5.1 -$19.7 -13.4% -13.0% IN TOUCH WEEKLY 33.2 $99.2 -4.8 -$14.3 -12.6% -12.6% STAR MAGAZINE 22.9 $91.5 -3.8 -$15.6 -14.4% -14.6% LIFE & STYLE WEEKLY 18.5 $55.5 -3.3 -$10.0 -15.2% -15.2% OK! WEEKLY 13.6 $54.2 -4.4 -$15.1 -24.4% -21.8% Celebrity Titles 178.7 $673.8 -28.8 -$98.6 -13.9% -12.8%Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 12. Celebrity vs Non-Celebrity UNITS 2011 2010 Var. Pct. Var. Celebrity 178.7 207.4 -28.8 -13.9% Non-Celebrity 418.0 467.0 -48.9 -10.5% All ABC Titles 596.7 674.4 -77.7 -11.5% All Numbers in M illions CELEBRITY VERSUS DOLLARS 2011 2010 Var. Pct. Var. NON-CELEBRITY: Celebrity $ 673.8 $ 772.4 -$98.6 -12.8% Non-Celebrity $ 1,646 $ 1,842 -$195.4 -10.6% For the year, celebrity All ABC Titles $ 2,320 $ 2,614 -$294.0 -11.2% titles declined slightly faster than non- All Numbers in M illions celebrity titles (-14% versus -10.5%). In 2H2011, however, the declines were virtually identical around -12%.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 13. Top Categories UNITS 2011 2010 Var. Pct. Var. The Womens category, Celebrity 178.7 207.4 -28.8 -13.9% which accounts for Womens 195.0 211.3 -16.3 -7.7% about the same sales Home 19.5 19.9 -0.4 -2.0% as Celebrity, declined at All Numbers in Millions about half the rate of Celebrity. DOLLARS 2011 2010 Var. Pct. Var. Celebrity $ 673.8 $ 772.4 -$98.6 -12.8% While much smaller, Womens $ 615.6 $ 671.0 -$55.4 -8.3% third-ranking category Home $ 97.1 $ 98.7 -$1.6 -1.6% Home was almost flat for the entire year (-0% All Numbers in Millions units; -2% dollars), driven primarily by robust numbers from food titles. Both Womens and Home titles have been declining slower than Celebrity titles for past three reporting periods.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 14. Category Notes: Tabloids and Digests Unit % Dollar % Digest / Tabloid Units Dollars Unit Var. Dollar Var. Var. Var. NATIONAL ENQUIRER 25.4 $96.1 -2.6 -$7.2 -9.3% -6.9% GLOBE 12.8 $48.5 -1.8 -$5.4 -12.3% -10.1% SOAP OPERA DIGEST 4.2 $16.6 -1.0 -$4.0 -19.4% -19.4% TV GUIDE 3.3 $13.0 -0.7 -$2.9 -18.3% -18.3% SOAP OPERA WEEKLY 3.1 $9.2 -0.6 -$1.8 -16.6% -16.6% COUNTRY WEEKLY 2.8 $8.5 -0.5 -$1.4 -15.6% -14.1% SOAPS IN DEPTH - ABC 1.4 $5.4 -1.8 -$7.3 -57.5% -57.5% SOAPS IN DEPTH - CBS 1.3 $5.0 -2.2 -$8.6 -63.3% -63.3% TOTALS 54.1 $202.3 -11.2 -$38.6 -17.2% -16.0% NOTE: both Soaps in Depth titles failed to report numbers for 2H2011. TABLOIDS & SOAPS: long- term decline continued, with -11.2M loss in units (-17%) and $-38.6M (-16%). Despite losing almost 60% of sales since 2005, the category still accounts for 9% of overall newsstand sales, twice as much as any category other than celebrity and womens.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 15. Category Notes: Womens Unit Dollar Unit % Dollar % Womens Units Dollars WOMENS SERVICE: Var. Var. Var. Var. WOMANS WORLD 61.4 $109.9 -4.4 -$7.8 -6.7% -6.7% budget-priced FIRST FOR WOMEN 17.9 $44.7 -0.8 -$1.9 -4.1% -4.1% Woman’s World O, THE OPRAH MAGAZINE 5.8 $25.9 -1.4 -$6.3 -19.5% -19.5% ($1.79) and First For FAMILY CIRCLE 7.9 $19.0 -1.4 $0.7 -14.7% 3.5% Women ($2.49) both GOOD HOUSEKEEPING 4.0 $13.9 -0.6 -$2.2 -13.4% -13.4% outpaced WOMANS DAY 5.4 $13.8 -0.8 -$2.7 -13.3% -16.3% MARTHA STEWART LIVING 2.6 $12.8 -0.3 -$1.7 -11.8% -11.8% competitors, all of MORE 1.6 $6.5 -0.4 -$1.5 -18.5% -18.5% which suffered REDBOOK 1.3 $5.2 -0.1 -$0.6 -10.0% -10.0% double-digit losses. EBONY 1.3 $5.1 -0.2 -$0.6 -10.8% -10.8% LADIES HOME JOURNAL 1.7 $4.2 -0.2 -$0.4 -9.5% -9.5% BEAUTY: category- WOMENS SERVICE (13 Titles) 110.8 $261.2 -10.6 -$25.2 -8.7% -8.8% leader Cosmopolitan COSMOPOLITAN 18.4 $76.0 -0.9 -$7.6 -4.6% -9.0% solidified its GLAMOUR 5.5 $22.1 -0.9 -$3.5 -13.8% -13.8% position, with MARIE CLAIRE 2.6 $9.2 -0.5 -$1.8 -15.2% -16.1% ALLURE 1.7 $6.8 -0.1 -$0.5 -6.3% -6.3% smaller losses than BEAUTY (7 Titles) 30.2 $126.2 -2.5 -$14.3 -7.7% -10.2% others. HEALTH (18 Titles) 20.4 $91.1 -2.0 -$9.6 -8.8% -9.5% IN STYLE 6.8 $29.3 -0.9 -$3.1 -11.3% -9.7% FASHION: Vogue PEOPLE STYLEWATCH 5.5 $21.9 -0.1 -$0.4 -2.0% -2.0% one of the few titles VOGUE 4.3 $18.0 0.1 $0.5 2.9% 2.7% to post ELLE 2.9 $12.5 -0.5 -$2.0 -13.8% -13.9% improvements in HARPERS BAZAAR 1.6 $6.5 -0.2 -$0.8 -11.1% -11.1% units and dollars FASHION (10 Titles) 22.6 $95.3 -1.5 -$6.0 -6.4% -5.9% WOMENS (61 Titles) 195.0 $615.6 -16.3 -$55.4 -7.7% -8.3% (+3%). All numbers in millionsNote: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 16. Category Notes: News Several noteworthy news events (Osama Bin Laden capture, royal wedding and 9/11 anniversary) enabled a number of titles to post significant gains within the often beleaguered category. Time increased units 225K (+6%) and retail dollars nearly $1.5M (+7.5%). Harvard Business Review posted a 4th consecutive gain, adding 65K units and $1.1M in retail dollars (+20%). Dollar Unit % Dollar % News Units Dollars Unit Var. Var. Var. Var. TIME 4,093 $20,662 227 $1,447 5.9% 7.5% LA SEMAINE 2,433 $10,498 (216) -$794 -8.1% -7.0% NEWSWEEK 1,825 $9,067 (228) -$3,145 -11.1% -25.8% MACLEANS 1,328 $8,303 172 $1,320 14.9% 18.9% LACTUALITE 395 $2,259 145 $773 58.0% 52.0% FOREIGN AFFAIRS 196 $1,946 (7) -$74 -3.6% -3.6% NEWS TITLE COUNT = 10 10,492 $53,545 (405) -$2,942 -3.7% -5.2% ECONOMIST (N.A. EDITION) 2,416 $16,887 (291) -$2,034 -10.8% -10.8% BARRONS 1,491 $7,456 (290) -$1,452 -16.3% -16.3% HARVARD BUSINESS REVIEW 390 $6,605 65 $1,103 20.1% 20.1% BLOOMBERG BUSINESSWEEK 786 $3,920 (172) -$856 -17.9% -17.9% FORBES 545 $3,339 (18) -$36 -3.2% -1.1% MONEY 641 $2,619 (23) -$92 -3.5% -3.4% BUSINESS TITLE COUNT = 16 8,909 $54,774 (853) -$3,892 -8.7% -6.6% NEWS / FINANCE (26 Titles) 19,402 $108,319 (1,259) -$6,834 -6.1% -5.9% All numbers in thousandsNote: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 17. Category Notes: Mens Unit Dollar Unit % Dollar % Mens Units Dollars Var. Var. Var. Var. MENS HEALTH 4,097 20,446 -380 -1,894 -8.5% -8.5% MUSCLE & FITNESS 1,016 7,098 -310 -2,167 -23.4% -23.4% MENS FITNESS 833 4,155 -116 -581 -12.3% -12.3% FLEX 414 2,894 -86 -601 -17.2% -17.2% FITNESS TITLES 6,360 34,594 -892 -5,243 -12.3% -13.2% MAXIM 2,662 15,943 -516 -3,089 -16.2% -16.2% MENS JOURNAL 934 5,593 75 447 8.7% 8.7% JET 2,592 5,158 -343 -683 -11.7% -11.7% DETAILS 439 2,191 -60 -275 -12.0% -11.1% MENS GENERAL 19,345 98,072 -2,629 -14,087 -12.0% -12.6% GQ - GENTLEMENS QUARTERLY 2,072 10,338 -351 -1,442 -14.5% -12.2% ESQUIRE 971 4,843 -142 -601 -12.8% -11.0% MENS FASHION 3,042 15,181 -493 -2,043 -14.0% -11.9% MENS TITLES 17,884 90,751 -2,554 -13,681 -12.5% -13.1% All numbers in thousands MENS: broad and deep losses, with all three sub- categories suffering double-digit declines in both units and dollars. Category lost -2.5M unit sales and $-13M (-13%). Only Men’s Journal was able to avoid losses, with an +8.7% gain in both units and dollars.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 18. Category Notes: Teen Dollar Unit % Dollar % Category Units Dollars Unit Var. Var. Var. Var. J-14 2.4 $9.6 -0.5 -$2.1 -17.9% -17.9% M 2.0 $7.9 -0.4 -$1.8 -18.3% -18.3% TWIST 1.4 $5.7 -0.2 -$0.8 -12.2% -12.2% POPSTAR! 0.8 $3.2 -1.2 -$4.8 -60.3% -60.3% Celebrity Titles 6.6 $26.4 -2.4 -$9.5 -26.4% -26.4% SEVENTEEN 3.1 $9.3 -0.3 -$0.9 -9.2% -9.2% TEEN VOGUE 1.3 $3.9 -0.1 -$0.5 -5.2% -12.0% Teen Titles 4.4 $13.2 -0.4 -$1.5 -8.1% -10.1% TEEN/CHILDREN 11.4 $41.4 -2.8 -$11.3 -20.0% -21.5% All numbers in millions NOTE: POPSTAR! Did not report num bers for 2H2011 Once-thriving celebrity-driven “Tween” titles now falling precipitously, losing -2.8M units and $-11M (-21%). Traditional Teen titles fared better but still lost -8% units and -10% dollars. No title posted gains in either units or dollars.Note: ABC Fas-Fax provides units sold per issue; our analysis combines units sold with cover price and frequency to generate a total volume number for each title.
  • 19. For more information, log into EDGE, CMG’s industry-leading newsstand data portal:http://billings:8080/businessobjects/enterprise115/desktoplaunch/InfoView/logon/logon.doYou’ll find comprehensive ABC data back to 2001,with views by total volume and average per issueincluding analysis by:•Title•Publisher•Category•National Distributor•Total Circulation•Long-Term Trends

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