Private Frazer’s Doomed Magazines

August 10, 2010

Don’t Panic! (10/08/10)

Filed under: Don't panic,figures,Recession,USA — privatefraser @ 5:25 pm

Running counter to the hope that advertising might be picking up in the US, is this wee bit of news courtesy of Folio:

Consumer magazines continued its general circulation decline through the first half, with total paid and verified circ. slipping 2.27%, … Newsstand sales also continued to dive, falling 5.63%.

Through the same period last year, total paid and verified circ fell only 1.19% [i.e. that’s an
accelerating decline in circulation] while newsstand sales slid 12.36%.

Total paid subscriptions, meanwhile, fell 1.96 %.

And although consumer advertising rose marginally in the US last quarter (for the first time in over two years), B2B ain’t doing so ‘good‘.

… the trade magazine industry is still seeing advertising losses but not as deep as 12 months ago. Through May of this year, trade advertising pages declined 7.04%. That’s an improvement over the 30.27% decline during the same five-month period last year

I’ve said this before and I’ll say it again – you haven’t reached the bottom until you stop falling.

Talking of which:

Growth in UK retail sales slowed in July as consumers in fear of job cuts and worsening income prospects shied away from major purchases. [Torygraph]

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