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Shelter and craft magazines are trending downwards in subscriptions, single copy sales, and ad revenue, due to competition from the internet and a market that may be over-saturated.
The most recent FAS-FAX from the Audit Bureau of Circulations shows that Better Homes and Gardens, for example, is down 18.5 percent at the newsstands for the first six months of 2006, compared to the same period last year. The Publishers Information Bureau reports that the magazine’s ad pages are down 6.9 percent from January through August compared to the same months in 2005, writes MediaPost.
Good Housekeeping, House Beautiful, and shelter magazine Home are all down by double digits at the newsstands and by high single to double digits in ad pages. Shelter magazines with a regional spin are facing the same situation, according to the article.
Martha Stewart Living Optimedia’s homemaking titles are an exception to the rule, however: Martha Stewart Living is up 57.8 percent in ad pages and 74.8 percent in rate card revenue.
Samir Husni, a magazine expert in the journalism school at the University of Mississippi, says that part of the problem for these magazines is the fact that how-to explanations and product explanations are prevalent on the web.
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