Private Frazer’s Doomed Magazines

May 6, 2008

Don’t Panic! (06/05/08)

Filed under: consumer magazines,Don't panic,USA — privatefraser @ 1:58 pm

Folio: article “Why Consumer Magazine Circulation Levels are Still Bloated”

The author reckons US consumer magazine circulations are currently held artificially high by around 10% of the total. He cites 8 reasons – how many of these would you say apply to the UK:

1) giveaways to airlines, health clubs etc used to boost top line BAC

2) growth in subscription agent activity

3) cheap (and getting cheaper) subscription deals

4) falling newsstand sales

5) the internet

6) media buyers seeing through overblown circulation figures

7) ABC rules being tightened to exclude long-standing dubious practises

8) big publishing groups clinging to big circulations to maintain their big egos

I’d say 6 1/2 out of 8 for over here. Number (6) is obviously wrong – media sales buyers in the UK can barely add up let alone understand an ABC report, and (7) is happening very slowly – the big publishers are too entrenched in the ABC council to want to vote through changes that are going to hack at their circulation figures (see point (8)).


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