Magazine newsstand sales continue to drop.
Declines manifested at a range of magazines, moreover, including 7.6% at Shape, 8.1% at Essence, 8.9% at Men’s Health, 11.5% at Time, 12.4% at Seventeen, 14.5% at Prevention, 16.1% at Muscle & Fitness, 17.7% at Popular Mechanics, 18.8% at Allure, 22.4% at Lucky and 27.7% at Bon Appetit.
Some magazines defied the norm and improved their newsstand performances. Single-copy sales grew 4.6% at Vogue, for example, 5.3% at Food Network Magazine, 5.5% at All You, 8.5% at Fortune, 16% at House Beautiful, 20.6% at Health and 28.2% at Wired.
Color us interested on iPad accounting though. Seems that publishers bundle those sales into their physical mag sales. Makes the numbers less bad, and — in Wired’s case — pretty good.
Wired presented not just one of the biggest newsstand gains but one of the most interesting because it benefited heavily from the virtual newsstand of the iPad App Store. Its average single-copy sales of 105,614 in the second half included about 27,000 iPad editions.
Old-timey magazine covers scanned by clotho98 via Flickr/Creative Commons.