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Time magazine’s newsstand sales fell 19.4 percent to 107,277 in the second half of 2007, compared to the same period in 2006, according to the latest audit report from the Audit Bureau of Circulations.
Subscriptions dropped 17.5 percent to 3,244,595; overall, circulation fell 17.6 percent to 3,351,872, writes MediaPost.
The decline in subscriptions was not unexpected. In November 2006, Time sliced its rate base by 18.8 percent to 3.25 million, so some of the drop could be attributed to a purge of junk circulation. The drop in newsstand sales, however - viewed by advertisers as an indicator of audience engagement - is harder to explain away.
Last spring, Time introduced a major redesign, with a cleaner look and more eye-catching images, that was meant to widen the appeal of the magazine.
Newsweek and U.S. News & World Report also lost ground in Q2 ‘07. Newsweek’s newsstand sales dropped 16.3 percent, while U.S. News’s newsstand sales fell 7.9 percent. Subscriptions for both titles remained essentially flat.
The Week boosted its subscription base by 8.2 percent, and the Economist grew 10.1 percent on the newsstand and 13.1 percent in subscriptions. The Economist was the biggest gainer among established magazines. Among recently launched magazines, Every Day with Rachael Ray gained the most, soaring 67 percent.
Across the magazine industry, paid circulation was up 2.2 percent, according to Silicon Alley Insider.
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The 82nd annual Macy’s Thanksgiving Day Parade pulled an average 12.6 rating/26 share on Thanksgiving morning, Nov. 27, according to Nielsen.
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