Newsstand Pressures Intensify

Newsstand Pressures Intensify

Baird Davis

The newsstand may not yet have reached “Survivor” levels, but it sure isn’t getting any easier.

An analysis of the newsstand picture for this year’s first half confirms that mature titles are being increasingly battered by upstarts in the battle for share of the shrinking newsstand market Moreover, the net number of audited titles on the mainline decreased during this period–perhaps signaling the beginning of a shake-out among these titles.

Overall Newsstand Performance

Like my second-half 2000 analysis (April, page 43), this one is based on ABC- and BPA International-audited titles. These are quite indicative of newsstand trends as a whole, since they represent about 70 to 75 percent of total newsstand sales.

In this year’s first half, unit single-copy sales for audited titles declined by 3.4 percent, compared to first half 2000. However, overall retail sales revenue increased by 2.1 percent, to nearly $1.6 billion. (Overall market percentage changes reflect data for all titles that were audited in first half 2000, even if they weren’t audited in first half 2001.)

Checkout titles continued to perform somewhat better than mainline titles, particularly on the revenue side. While their unit sales declined by 2.8 percent, their dollars grew by a substantial 5.3 percent Meanwhile, mainline unit sales dropped by 5.2 percent, and dollars declined by 2.8 percent.

During the past year (July’00 to June ’01), retail revenue for all audited titles has risen by a meager 0.9 percent The unit picture is even more disturbing. Units have declined by 4 percent, or more than 50 million copies. In such an environment, few publications go unscathed.

Impacts of New Titles, Cover Prices

The dramatic impacts of changes in retailer and wholesaler dynamics on the newsstand are all too familiar by now. But a full perspective also requires an understanding of two fundamental factors that continue to have major impacts in shaping the newsstand: new titles and cover pricing.

* New magazines: In this year’s first half, 41 titles fell out of the audited ranks. But 26 were added to the rolls, and their impact on sales far out-weighed the losses from the “disappearing” titles:

First Half 2001 # Titles Unit Sales Retail $

(000) (000)

NEWLY AUDITED TITLES 26 22,554 $79,773

CEASED AUDIT 41 4,933 $18,107

DIFFERENCE -15 +17,621 +$61,666

As you can see, the newly audited titles resulted in a net infusion of nearly $62 million in newsstand sales–representing 3.9 percent of total retail revenue for audited titles in first half 2001. Without this lift, overall unit sales would have declined by 6.6 percent instead of 3.4 percent, and retail dollars would have declined by 1.9 percent, instead of showing a 2.1-percent increase.

This is not an aberration. In last year’s second half, the net addition of new titles to total retail revenue was 3.3 percent And, although I haven’t crunched the numbers for earlier periods, I’m willing to bet that a similar dynamic has been in play for years.

The inescapable conclusion is that the newsstand performance of established titles is even worse than one might imagine from a cursory look at the numbers. In the Darwinian newsstand environment, mature titles are facing a tougher battle for sales with each passing year.

* Cover prices: In first half 2001, there were 580 audited publications with some newsstand component Ninety-one of these, or about 16 percent, changed their cover prices at some point during the 12-month period encompassing second half 2000 and first half 2001.

The effects of price increases were far more significant at the checkout than on the mainline. Twenty (28 percent) of the top 71 checkout titles changed price. This lifted the average checkout title cover price from $2.29 in first half 2000 to $2.48 in first half 2001 (an 8.5-percent increase).

Checkout-title price increases accounted not only for the first-half gain in retail dollars at checkout, but also for the slight overall dollar gain for total audited titles for the period.

The natural assumption would be that publishers were quite successful in raising their prices. But a closer inspection reveals that the net revenue gain for these titles was very small, due to dollars lost as a result of unit declines following price increases. Among the 20 checkout titles that raised price (by 15 percent, on average), unit sales declined by 11.5 percent, while total revenue increased by just 1.4 percent

Meanwhile, checkout titles that did not increase their cover prices experienced small declines in unit sales and retail revenue (each was down by 0.6 percent).

On average, then, cover price increases did produce a small bottom-line revenue advantage. And six of the 20 titles that increased price saw higher unit sales. Still, one can’t help but wonder about the true financial net for the rest of these titles. Those lost units undoubtedly added costs on the subscription side, and it’s reasonable to assume that their sell-throughs were also negatively impacted.

If a title is hot, or it has significantly improved its editorial and design, then there’s a good chance that a price increase will produce positive results. But cover price increases in and of themselves are not a panacea for declining newsstand performance. In fact, their main effect may be to worsen the steady efficiency erosion that has plagued the industry.

The Checkout: The Strong Get Stronger

The table on the next page shows a first half 2001 ranking of the top 71 audited checkout titles by retail sales.

These include three new titles that weren’t in the same ranking for second half 2000 (April, page 43): Soap Opera In Depth ABC, Soap Opera In Depth CBS and Real Simple. They also include three titles that were in the last ranking, but have begun to be audited within the past year: O, the Oprah Magazine, Cosmo Girl! and Talk. Combined, these six new titles generated $48 million in retail sales, accounting for nearly 5 percent of total checkout revenue. Not n bad debut.

Here are some points of interest derived from my analysis of first half checkout performance:

* The top 15 titles generated $611 million, or 62 percent of total checkout sales. O and In Style are the rising stars in this elite group.

* Cover prices continued to rise quite rapidly As noted, average cover price rose by 8.5 percent, as compared to first half 2000. This helped produce a small lift in overall retail revenue, but also undoubtedly contributed to unit sales and efficiency declines.

* Major publishers continued to increase their dominance at the checkout In second half 2000, six companies (Time Inc., American Media, Hearst, TV Guide, Bauer and Conde Nast) accounted for 72 percent of audited-title checkout revenue. In this year’s first half, their combined portion of retail revenue increased to 74 percent, even though TV Guide’s retail dollars fell by 19 percent.

* The checkout’s share of total retail sales–and its influence on overall newsstand dynamics–also continues to grow. In second half 2000, checkout sales represented 60 percent of total audited retail revenue. In this year’s first half, that number increased to 62 percent.

Mainline: Not a Pretty Picture

Obviously, a far greater number of consumer titles are sold on mainline displays than at the checkout And when unaudited titles (nearly all of which are sold at mainline) are thrown into the mix, mainline retail revenue is about equal to checkout revenue. But in spite of revenue parity; the mainline’s influence is waning. What’s behind this trend?

* The newsstand market is becoming “hit-driven.” There have been several big mainline “hits” in recent years, including the men’s titles Maxim, Stuff and FHM. But in some respects, hit-driven marketing serves the checkout better than the mainline. Wholesalers and retailers are adding greater momentum to the hit trend by concentrating more and more of their efforts on high-volume, efficient products. This is great for the best-performing titles, and an argument could be made that this is also exactly the way things ought to be. But it’s also one reason that overall mainline sales are declining more rapidly than checkout sales.

* Steep sales erosion continues. Over the past year (July 2000 through June 2001), mainline units have declined by 34 million, or 6 percent Dollars have declined by $223 million, or 3.5 percent

Although mainline titles represent less than 40 percent of audited newsstand revenue, the mainline accounted for 68 percent of the sales decline during the past year. In a vicious cycle, the precipitous decline in units has contributed to filling efficiency levels, and increased mainline titles’ difficulty in meeting their rate bases.

* Titles with lower sales volumes are increasingly vulnerable–and a mainline shakeout does appear to be underway. All 41 titles with a newsstand component that ceased publication or stopped being audited during this period were mainline publications. Meanwhile, only 20 new audited titles sold at mainline were introduced to the market, for a net loss of 21 titles. It’s possible that the decline in the number of mainline audited titles began before first half 2001. It’s also possible that this decline could reverse itself in a future period. But I doubt it And if the overall number of audited titles is starting to dwindle, one can only imagine how many non-audited titles have disappeared from the mainline in the past year, not only through denial of authorizations, but by simply ceasing to publish. (After all, most unaudited titles are more dependent on newsstand sales for their continued health and survival than audited books that carry significant amounts of advertising.) In short, I think it’s safe t say t hat the decades-old trend of unceasing growth in the overall number of titles on the mainline is probably over.

Furthermore, in contrast to the scenario at the checkout, the sales differential between departing and new audited mainline titles was minimal. The net positive revenue gain for new versus departing titles was only $6.2 million, or just 1.1 percent of total mainline sales.

The first half also saw another notable change in mainline dynamics: Primedia’s acquisition of EMAP USA.

Although the total number of consumer magazine publishers has been dwindling over the years, the mainline has continued to be characterized by a good deal of title and publisher diversity. In fact, up to this point, no single publisher has controlled more than 6 or 7 percent of total volume. The combined volumes of the Primedia and former EMAP titles will change that If, for analysis sake, we lump the total first-half newsstand numbers for EMAP’s titles in with Primedia’s, we come up with $81 million in retail mainline sales, or 13.8 percent of total audited mainline revenue. Primedia’s aggregate retail revenue will now be nearly two-and-a-half times larger than its nearest mainline competitors, Dennis and Ziff Davis (which generated $33 million and $28 million in retail sales, respectively, during the first half).

Primedia’s mainline clout could be a good thing. They could provide much-needed leadership in an area where hundreds of publishing companies now operate, and perhaps spur the efficiency improvements that would encourage retailers and wholesalers to put more effort into the mainline.

Top-50 Trends

An analysis of the top 50 U.S. newsstand publishers reveals the following

* Together, Time Inc. and American Media accounted for more than $400 million in retail revenue in the first half, or more than one-quarter of all newsstand dollars. These companies derive about $380 million of their total newsstand revenue from the checkout, which makes them by far the biggest powers in that arena.

* The other primary newsstand players are Primedia, Hearst, Bauer and Conde Nast. TV Guide is still a formidable newsstand player, but it’s started to relinquish its place at the top of the ladder.

Based on newsstand numbers for the full first half; Primedia has added over $37 million in annual retail sales through its EMAP acquisition. This means that Primedia’s retail sales now surpass those of Hearst, Bauer and Conde Nast, as individual entities. However, Primedia is the only one of the six top newsstand publishers that gets most of its newsstand revenue (60 percent) from the mainline.

Can the Mainline Survive?

Over the years, checkout dynamics haven’t been fundamentally altered by the continual growth in the number of new titles. The closed nature of the checkout has provided title expansion discipline. Efficiencies and cover-price economics remain the most critical marketing issues at checkout.

On the mainline, the problems are more complex. The increasingly hit-driven nature of this sector, the decades of indiscriminate title expansion, the lack of clear publisher leadership and the changes in wholesaler/retailer mainline practices have combined to depress sales. The mainline needs to be comprised of a smaller group of titles that have earned their place. Wholesalers are already reducing allotments and authorizations for inefficient titles (undoubtedly one factor in the decline in the number of audited mainline titles, as well as unaudited ones). But publishers may have to self-restrict distribution, as well. In some cases, they may have to recognize that removing a title from the mainstream newsstand arena is the only sensible course of action. This is tough medicine, but it might just save the longterm viability of the mainline.

Baird Davis, a veteran consumer marketer, is now a publishing consultant based in Tucson, AZ.

MAINLINE VS. CHECKOUT TRENDS, AUDITED TITLES

First Half 2001 vs. First Half 2000 (000)

First Half’01 First Half’00

Units $ Sales Avg. Units

Price

Mainline Titles 143.9 $593.8 $4.13 151.8

Checkout Titles 397.6 987.8 2.48 409.0

All Audited Titles 541.5 1,581.6 2.92 560.8

% +/-

$ Sales Avg. Units $ Sales Avg.

Price Price.

Mainline Titles $611.0 $4.03 -5.2% -2.8% +2.5%

Checkout Titles 938.3 2.29 -2.8 +5.3 +8.3

All Audited Titles 1,549.3 2.76 -3.4 +2.1 +5.8

Source:Analysis of first-half ABC Fas-Fax (including supplementary

data) and BPA International Consumer Trac. Second Half 2000 unit

and dollar data were used for those titles for which first-half

2001 data was not available at press time. These titles represent

an estimated I percent of total unit sales and 1.6 percent of

retail sales.

TOP AUDITED CHECKOUT TITLES BY RETAIL DOLLARS First Half 2001 (000)

Freq. Cover Units Units % +/-

Price Sold Sold Units

1st H 1st H Sold

’01 ’00

1. People Weekly 25 $2.99 35,650 33,575 6.2

2. National Enquirer 26 1.89 42,874 43,992 (2.5)

3. TV Guide 26 1.99 32,084 43,966 (27.0)

4. Star 26 1.89 32,838 35,776 (8.2)

5. Woman’s World 26 1.25 40,872 39,832 2.6

6. Cosmopolitan 6 3.50 10,998 11,238 (2.1)

7. Globe 26 1.89 16,198 18,826 (14.0)

8. Family Circle (f) 8 1.95 12,848 15,957 (19.5)

9. Woman’s Day 9 1.69 14,490 14,337 1.1

10. In Style 6 3.99 5,832 5,550 5.1

11. Soap Opera Digest (f) 24 3.49 6,216 8,346 (25.5)

12. O, The Oprah Mag. 6 3.50 6,108 — —

13. Glamour 6 3.50 6,024 6,744 (10.7)

14. First for Women (f) 9 1.99 10,458 10,040 4.2

15. US Weekly (f) 20 2.99 6,240 6,052 3.1

16. Newsweek (f) 25 3.95 3,475 4,004 (13.2)

17. Time 25 3.50 3,875 3,375 14.8

18. Soap Opera Weekly 26 2.49 5,382 6,500 (17.2)

19. Good Housekeeping 6 1.95 6,300 6,438 (2.1)

20. BH&G Specials 11 4.99 2,412 2,277 5.9

21. Martha Stewart Living (f) 6 4.75 2,412 1,805 33.6

22. Reader’s Digest 6 2.49 4,440 4,398 1.0

23. Sports Illustrated 26 2.99 3,484 3,354 3.9

24. Marie Claire 6 2.95 3,378 3,294 2.6

25. Vanity Fair 6 3.95 2,310 2,250 2.7

26. Muscle & Fitness 6 5.99 1,518 1,590 (4.5)

27. Country Weekly 13 2.99 2,977 2,860 4.1

28. YM 5 2.99 2,970 3,145 (5.6)

29. Shape 6 2.99 2,916 2,232 30.6

30. Seventeen 6 2.99 2,832 3,468 (18.3)

31. Teen People 5 2.99 2,825 3,380 (16.4)

32. Redbook 6 2.50 3,336 3,696 (9.7)

33. Vogue 6 3.50 2,292 2,586 (11.4)

34. Country Living 6 3.50 2,280 2,478 (8.0)

35. Soap Opera ID ABC 13 2.99 2,548 — —

36. Soap Opera ID CBS 13 2.99 2,548 — —

Retail Retail % +/-

Sales Sales Retail

1st H 1st H Sales

’01 ’00

1. People Weekly $106,950 $100,725 6.2

2. National Enquirer 81,032 74,346 9.0

3. TV Guide 63,847 78,699 (18.9)

4. Star 62,064 60,461 2.7

5. Woman’s World 51,090 49,790 2.6

6. Cosmopolitan 38,493 39,333 (2.1)

7. Globe 30,614 31,813 (3.8)

8. Family Circle (f) 25,054 26,967 (7.1)

9. Woman’s Day 24,488 21,362 14.6

10. In Style 23,328 19,425 20.1

11. Soap Opera Digest (f) 21,694 24,955 (13.1)

12. O, The Oprah Mag. 21,378 — —

13. Glamour 21,084 23,604 (10.7)

14. First for Women (f) 20,916 20,080 4.2

15. US Weekly (f) 18,720 18,156 3.1

16. Newsweek (f) 13,900 14,014 (0.8)

17. Time 13,563 11,813 14.8

18. Soap Opera Weekly 13,401 13,000 3.1

19. Good Housekeeping 12,285 12,554 (2.1)

20. BH&G Specials 12,060 10,247 17.7

21. Martha Stewart Living (f) 11,457 8,123 41.0

22. Reader’s Digest 11,056 10,951 1.0

23. Sports Illustrated 10,452 10,062 3.9

24. Marie Claire 10,134 8,235 23.1

25. Vanity Fair 9,240 9,000 2.7

26. Muscle & Fitness 9,108 9,540 (4.5)

27. Country Weekly 8,931 7,150 24.9

28. YM 8,910 9,435 (5.6)

29. Shape 8,748 6,696 30.6

30. Seventeen 8,496 10,404 (18.3)

31. Teen People 8,475 10,140 (16.4)

32. Redbook 8,340 9,240 (9.7)

33. Vogue 8,022 9,051 (11.4)

34. Country Living 7,980 7,434 7.3

35. Soap Opera ID ABC 7,644 — —

36. Soap Opera ID CBS 7,644 — —

37. Self 6 2.99 2,460 2,424 1.5

38. Rolling Stone 12 3.95 1,812 2,004 (9.6)

39. Rosie (f)(n) 5 3.00 2,370 2,514 (5.7)

40. Entertainment Weekly (f) 25 2.99 2,325 2,424 (4.1)

41. Pillsbury Classic 6 3.50 1,866 2,382 (21.7)

42. Prevention 6 2.49 2,610 2,880 (9.4)

43. BH&G 6 2.99 2,154 1,818 18.5

44. J-14 6 2.99 2,046 2,346 (12.8)

45. Southern Living 6 4.95 1,200 1,266 (5.2)

46. Ladies’ Home Journal 6 2.49 2,328 2,370 (1.8)

47. Elle 6 3.50 1,608 1,614 (0.4)

48. Bride’s 3 4.99 1,113 1,191 (6.5)

49. Mademoiselle 6 2.99 1,818 2,298 (20.9)

50. Allure 6 2.99 1,800 1,596 12.8

51. Soap Opera Update 13 2.99 1,742 2,067 (15.7)

52. Cosmo Girl! 5 2.99 1,715 – –

53. Cooking Light 5 3.95 1,285 1,250 2.8

54. Modern Bride 3 5.99 804 879 (8.5)

55. Country Home 4 4.95 960 952 0.8

56. Fitness (f) 5 2.99 1,595 1,776 (10.2)

57. Real Simple 5 3.95 1,140 – –

58. Jet 25 1.25 3,425 3,325 3.0

59. Money 6 3.95 1,068 1,428 (25.2)

60. Teen Magazine 6 2.99 1,344 1,992 (32.5)

61. Traditional Home 3 4.95 765 726 5.4

62. Bon Appetit 6 3.50 1,086 1,140 (4.7)

63. Twist 5 2.99 1,235 1,340 (7.8)

64. Victoria 6 2.95 1,134 1,122 1.1

65. Bridal Guide 3 4.99 582 645 (9.8)

66. House Beautiful 6 3.50 774 822 (5.8)

67. Country Living Garden 3 3.95 663 705 (6.0)

68. Sunset 6 3.99 660 696 (5.2)

69. Harper’s Bazzaar 6 3.00 846 1,014 (16.6)

70. Talk 5 3.50 550 – –

71. Disney Adventures 5 3.49 520 645 (19.4)

CHECKOUT TOTAL 713 $2.48 397,643 409,012 (2.8)

37. Self 7,380 7,272 1.5

38. Rolling Stone 7,248 6,012 17.1

39. Rosie (f)(n) 7,110 5,148 27.6

40. Entertainment Weekly (f) 6,975 7,272 (4.1)

41. Pillsbury Classic 6,531 8,337 (21.7)

42. Prevention 6,499 7,171 (9.4)

43. BH&G 6,462 5,454 18.5

44. J-14 6,138 7,038 (12.8)

45. Southern Living 6,000 6,330 (5.2)

46. Ladies’ Home Journal 5,797 5,901 (1.8)

47. Elle 5,628 5,649 (0.4)

48. Bride’s 5,565 5,955 (6.5)

49. Mademoiselle 5,454 6,894 (20.9)

50. Allure 5,400 4,788 12.8

SI. Soap Opera Update 5,226 6,201 (15.7)

52. Cosmo Girl! 5,145 – –

53. Cooking Light 5,140 5,000 2.8

54. Modern Bride 4,824 4,395 9.8

55. Country Home 4,800 4,760 0.8

56. Fitness (f) 4,785 5,328 (10.2)

57. Real Simple 4,560 – –

58. Jet 4,281 4,156 3.0

59. Money 4,272 5,712 (25.2)

60. Teen Magazine 4,032 5,976 (32.5)

61. Traditional Home 3,825 3,630 5.4

62. Hon Appetit 3,801 3,420 11.1

63. Twist 3,705 4,020 (7.8)

64. Victoria 3,402 3,366 1.1

65. Bridal Guide 2,910 3,226 (9.8)

66. House Beautiful 2,709 2,466 9.9

67. Country Living Garden 2,652 2,820 (6.0)

68. Sunset 2,640 2,784 (5.2)

69. Harper’s Bazzaar 2,538 3,042 (16.6)

70. Talk 1,925 – –

71. Disney Adventures 1,815 1,935 (6.2)

CHECKOUT TOTAL $987,772 $938,263 5.3

Source: ABC and BPA data. Revenue estimates based on same data.

(f) Frequency changes between 1st half ’00 and 1st half ’01.

Increases: US Weekly, from 17 issues to 20; First for Women,

from 8 to 9; Martha Stewart Living, from 5 to 6; Entertainment

Weekly, from 24 to 25. Decreases: Family Circle, from 9 to 8;

Soap Opera Digest, from 26 to 24; Newsweek, from 26 to 25;

McCall’s/Rosie, from 6 to 5; Fitness, from 6 to 5.

(n) Name change: McCall’s to Rosie. Data shown for Rosie in 1st

half ’00 are actually McCall’s sales.

TOP 50 AUDITED MAINLINE TITLES, BY RETAIL $ SALES First Half 2001 (000)

Freq. Cover Units Units

Price Sold Sold

1st H 1st H

’01 ’00

1. Penthouse 6 $7.99 2,850 3,252

2. Maxim 6 3.99 5,406 5,874

3. Playboy 6 4.99 3,138 2,844

4. Stuff 6 3.99 2,850 —

5. Barron’s 26 3.50 2,600 3,328

6. Men’s Health 5 3.79 2,235 2,085

7. FHM 5 3.50 2,270 —

8. Official Playstation Magazine 6 7.99 990 1,140

9. The Source 6 2.99 2,190 2,130

10. National Geographic 6 3.95 1,398 1,518

11. Low Rider 6 4.50 1,194 1,170

12. PC World 6 5.99 876 972

13. USA Today Baseball 26 1.25 4,082 4,264

14. PC Gamer 6 7.99 636 726

15. Easyriders 6 6.99 720 696

16. World Wrestling Magazine 6 3.99 1,206 1,230

17. Architectural Digest 6 5.95 786 942

18. Scientific American 6 4.95 930 960

19. Business Week 25 4.95 850 950

20. Popular Mechanics 6 3.50 1,212 1,116

21. Ebony 6 2.75 1,530 1,548

22. Electronic Gaming Monthly 6 4.99 834 972

23. Athlon Football 1 5.99 685 677

24. Truckin’ 6 3.99 996 846

25. PC Magazine 12 4.99 792 1,104

26. Essence 6 2.75 1,428 1,542

27. GQ 6 3.00 1,296 1,404

28. True Story Plus 6 2.99 1,260 1,512

29. Popular Science 6 3.99 936 900

30. Vibe (f) 6 3.50 1,068 970

31. U.S. News & World Report 25 3.50 1,050 1,100

32. Flex 6 5.99 612 684

33. Golf Digest 6 3.99 912 930

34. Guitar World 6 4.95 726 738

35. Tips & Tricks (f) 6 4.99 720 1,008

36. Economist (f) 26 3.95 884 775

37. Car and Driver 6 3.99 870 936

38. Country Sampler 3 4.99 681 795

39. Fortune 13 4.99 663 806

40. Motor Trend 6 3.50 930 942

41. Dupont Registry 6 5.95 540 498

42. Road & Track 6 3.99 792 792

43. Maximum PC 6 7.99 396 396

44. Beckett Baseball Card Monthly (e) 6 3.99 780 780

45. New Yorker 22 3.50 880 968

46. Computer Shopper 6 3.99 756 1,050

47. Petersen’s 4 Wheel & Offroad 6 3.99 714 690

48. Discover 6 4.99 606 612

49. Computer Gaming World 6 7.99 348 438

50. Slam 5 4.50 615 665

TOTAL TOP 50 MAINLINE 416 $4.25 63,719 62,275

% +/- Retail Retail

Units Sales Sales

Sold 1st H 1st H

’01 ’00

1. Penthouse (12.4) $22,800 $22,764

2. Maxim (8.0) 21,624 23,496

3. Playboy 10.3 15,690 14,220

4. Stuff — 11,400 —

5. Barron’s (21.9) 9,100 11,648

6. Men’s Health 7.2 8,471 7,298

7. FHM — 7,945 —

8. Official Playstation Magazine (13.2) 7,920 9,120

9. The Source 2.8 6,570 6,390

10. National Geographic (7.9) 5,592 6,072

11. Low Rider 2.1 5,373 4,973

12. PC World (9.9) 5,256 5,832

13. USA Today Baseball (4.3) 5,103 5,330

14. PC Gamer (12.4) 5,088 5,808

15. Easyriders 3.4 5,040 4,872

16. World Wrestling Magazine (2.0) 4,824 4,920

17. Architectural Digest (16.6) 4,716 4,710

18. Scientific American (3.1) 4,650 4,800

19. Business Week (10.5) 4,250 3,800

20. Popular Mechanics 8.6 4,242 3,348

21. Ebony (1.2) 4,208 3,483

22. Electronic Gaming Monthly (14.2) 4,170 4,860

23. Athlon Football 1.2 4,110 4,062

24. Truckin’ 17.7 3,984 3,384

25. PC Magazine (28.3) 3,960 5,520

26. Essence (7.4) 3,927 4,241

27. GQ (7.7) 3,888 4,212

28. True Story Plus (16.7) 3,780 4,536

29. Popular Science 4.0 3,744 3,600

30. Vibe (f) 10.1 3,738 2,910

31. U.S. News & World Report (4.5) 3,675 3,850

32. Flex (10.5) 3,672 4,104

33. Golf Digest (1.9) 3,648 3,720

34. Guitar World (1.6) 3,630 3,690

35. Tips & Tricks (f) (28.6) 3,600 5,040

36. Economist (f) 14.1 3,536 3,100

37. Car and Driver (7.1) 3,480 3,042

38. Country Sampler (13.9) 3,405 4,770

39. Fortune (17.7) 3,315 4,030

40. Motor Trend (1.3) 3,255 3,297

41. Dupont Registry 8.4 3,240 2,988

42. Road & Track — 3,168 2,712

43. Maximum PC — 3,168 3,168

44. Beckett Baseball Card Monthly (e) — 3,120 3,120

45. New Yorker (9.0) 3,080 2,904

46. Computer Shopper (28.0) 3,024 4,200

47. Petersen’s 4 Wheel & Offroad 3.5 2,856 2,415

48. Discover (1.0) 3,030 3,060

49. Computer Gaming World (20.5) 2,784 3,504

50. Slam (7.5) 2,768 3,325

TOTAL TOP 50 MAINLINE 2.3 $270,617 $260,248

% +/-

Retail

Sales

1. Penthouse 0.2

2. Maxim (8.0)

3. Playboy 10.3

4. Stuff —

5. Barron’s (21.9)

6. Men’s Health 16.1

7. FHM —

8. Official Playstation Magazine (13.2)

9. The Source 2.8

10. National Geographic (7.9)

11. Low Rider 8.0

12. PC World (9.9)

13. USA Today Baseball (4.3)

14. PC Gamer (12.4)

15. Easyriders 3.4

16. World Wrestling Magazine (2.0)

17. Architectural Digest 0.1

18. Scientific American (3.1)

19. Business Week 11.8

20. Popular Mechanics 26.7

21. Ebony 20.8

22. Electronic Gaming Monthly (14.2)

23. Athlon Football 1.2

24. Truckin’ 17.7

25. PC Magazine (28.3)

26. Essence (7.4)

27. GQ (7.7)

28. True Story Plus (16.7)

29. Popular Science 4.0

30. Vibe (f) 28.5

31. U.S. News & World Report (4.5)

32. Flex (10.5)

33. Golf Digest (1.9)

34. Guitar World (1.6)

35. Tips & Tricks (f) (28.6)

36. Economist (f) 14.1

37. Car and Driver 14.3

38. Country Sampler (28.6)

39. Fortune (17.7)

40. Motor Trend (1.3)

41. Dupont Registry 8.4

42. Road & Track 16.8

43. Maximum PC —

44. Beckett Baseball Card Monthly (e) —

45. New Yorker 6.0

46. Computer Shopper (28.0)

47. Petersen’s 4 Wheel & Offroad 18.3

48. Discover (1.0)

49. Computer Gaming World (20.5)

50. Slam (16.8)

TOTAL TOP 50 MAINLINE 4.0

Source: ABC and BPA data. Revenue estimates based on same data.

(f)Frequency changes between 1st half ’00 and 1st half ’01:

Increases: Vibe, from 5 issues to 6; The Economist, from 25

to 26. Decrease: Tips & Tricks, from 7 to 6.

(e)Estimates included. First half 2001 data not available at

press time. Data shown is for 1st half 2000.

TOP 50 AUDITED NEWSSTAND PUBLISHERS BY RETAIL $ SALES First Half

2001 (000)

# Avg. Units Units

Titles Cover Sold Sold

Price 1st H 1st H

’01 ’00

1. Time Inc. (e) 30 $3.29 65,285 62,543

2. American Media 5 1.94 95,469 102,097

3. Primedia (a) 86 3.63 35,332 40,447

4. Hearst 17 3.10 40,730 34,131

5. Bauer 7 1.67 61,449 55,625

6. Cond’e Nast 21 3.60 25,846 28,811

7. TV Guide 1 1.99 32,084 43,966

8. G+J 9 2.41 21,165 26,434

9. Hachette 17 2.36 21,361 21,908

10. Meredith 11 3.91 10,642 9,588

SUB TOTAL TOP 10 204 $2.58 409,363 425,550

11. Dennis 2 3.99 8,256 5,874

12. Weider 8 4.26 6,677 5,964

13. Ziff Davis 11 5.76 4,932 6,912

14. Wenner 3 3.27 8,520 8,541

15. Penthouse Comm. 1 7.99 2,850 3,252

16. Rodale 8 3.24 6,147 6,320

17. Playboy 1 4.99 3,138 2,844

18. Reader’s Digest Assoc. 7 2.63 5,641 5,540

19. Newsweek 2 3.95 3,676 4,145

20. Imagine 7 7.02 1,903 2,348

21. Martha Stewart Living Omni. 1 4.75 2,412 1,835

22. Sterling MacFadden 5 3.25 2,802 3,012

23. Dow Jones/Barron’s 1 3.50 2,600 3,328

24. Johnson 2 1.71 4,955 4,873

25. EMAP (FHM) 1 3.50 2,270 —

SUB TOTAL TOP 25 264 $2.78 476,142 492,571

26. Disney 5 3.78 2,077 2,233

27. Paisano 2 6.14 1,266 1,486

28. Street & Smith (e) 6 4.86 1,516 1,300

29. World Wrestling Federation 2 3.99 1,830 2,094

30. Ed Televisa 5 2.34 3,142 2,990

31. Hi-Torque 4 4.57 1,548 1,542

32. Taunton 4 6.54 1,050 990

33. National Geographic Society 3 3.99 1,695 1,879

34. The Source 1 2.99 2,190 2,130

35. Pillsbury 1 3.50 1,866 2,382

36. Emmis 6 4.50 1,365 1,521

37. Miller 5 3.48 1,710 1,759

38. Harris 2 4.29 1,371 1,134

39. IDG 2 5.72 1,020 1,076

40. Athlon 2 5.99 890 880

41. McGraw-Hill (a) 2 4.78 1,090 1,280

42. Beckett (e) 2 3.99 1,290 1,722

43. Gannett/USA Tod. Baseball 1 1.25 4,082 4,264

44. Associated Pubs. 2 3.89 1,218 1,222

45. Scientific American 1 4.95 930 960

46. Essence 2 2.74 1,512 1,776

47. Kalmbach 4 4.69 816 858

48. U.S. News 1 3.50 1,050 1,100

49. LFP, Inc./Tips & Tricks 1 4.99 720 1,008

50. The Economist 1 3.95 884 775

TOTAL TOP 50 331 $2.85 514,270 530,699

% +/- Retail Retail

Units Sales Sales

Sold 1st H 1st H

’01 ’00

1. Time Inc. (e) 4.4 $214,523 $202,994

2. American Media (6.5) 185,501 176,995

3. Primedia (a) (12.6) 128,252 133,960

4. Hearst 19.3 126,060 99,108

5. Bauer 10.5 102,363 87,241

6. Conde Nast (10.3) 92,963 100,718

7. TV Guide (27.0) 63,847 78,699

8. G+J (19.9) 51,052 57,437

9. Hachette (2.5) 50,477 48,017

10. Meredith 11.0 41,962 35,992

SUB TOTAL TOP 10 (3.8) $1,057,000 $1,021,161

11. Dennis 40.6 33,024 23,496

12. Weider 12.0 28,453 25,788

13. Ziff Davis (28.6) 28.410 38,886

14. Wenner (0.2) 27,840 26,108

15. Penthouse Comm. (12.4) 22,800 22,764

16. Rodale (2.7) 19,911 19,445

17. Playboy 10.3 15,690 14,220

18. Reader’s Digest Assoc. 1.8 14,817 14,660

19. Newsweek (11.3) 14,704 14,578

20. Imagine (19.0) 13,362 16,054

21. Martha Stewart Living Omni. 31.4 11,457 8,258

22. Sterling MacFadden (7.0) 9,108 9,768

23. Dow Jones/Barron’s (21.9) 9,100 11,648

24. Johnson 1.7 8,489 7,639

25. EMAP (FHM) — 7,945 —

SUB TOTAL TOP 25 (3.3) $1,322,110 $1,282,482

26. Disney (7.0) 7,853 8,009

27. Paisano (14.8) 7,770 8,746

28. Street & Smith (e) 16.6 7,367 6,167

29. World Wrestling Federation (12.6) 7,320 8,376

30. Ed Televisa 5.1 7,352 6,572

31. Hi-Torque 0.4 7,074 6,996

32. Taunton 6.1 6,834 6,450

33. National Geographic Society (9.8) 6,780 7,516

34. The Source 2.8 6,570 6,390

35. Pillsbury (21.7) 6,531 8,337

36. Emmis (10.3) 6,141 7,524

37. Miller (2.8) 5,946 5,484

38. Harris 20.9 5,888 5,076

39. IDG (5.2) 5,832 6,248

40. Athlon 1.1 5,340 5,280

41. McGraw-Hill (a) (14.8) 5,210 5,120

42. Beckett (e) (25.1) 5,160 6,888

43. Gannett/USA Tod. Baseball (4.3) 5,103 5,330

44. Associated Pubs. (0.3) 4,737 4,775

45. Scientific American (3.1) 4,650 4,800

46. Essence (14.9) 4,137 4,829

47. Kalmbach (4.9) 3,828 3,861

48. U.S. News (4.5) 3,675 3,850

49. LFP, Inc./Tips & Tricks (28.6) 3,600 5,040

50. The Economist 14.1 3,536 3,100

TOTAL TOP 50 (3.1) $1,466,344 $1,425,237

% +/-

Retail

Sales

1. Time Inc. (e) 5.7

2. American Media 4.8

3. Primedia (a) (4.3)

4. Hearst 27.2

5. Bauer 17.3

6. Conde Nast (7.7)

7. TV Guide (18.9)

8. G+J (11.1)

9. Hachette 5.1

10. Meredith 16.6

SUB TOTAL TOP 10 3.5

11. Dennis 40.6

12. Weider 10.3

13. Ziff Davis (26.9)

14. Wenner 6.6

15. Penthouse Comm. 0.2

16. Rodale 2.4

17. Playboy 10.3

18. Reader’s Digest Assoc. 1.1

19. Newsweek 0.9

20. Imagine (16.8)

21. Martha Stewart Living Omni. 38.7

22. Sterling MacFadden (6.8)

23. Dow Jones/Barron’s (21.9)

24. Johnson 11.1

25. EMAP (FHM) —

SUB TOTAL TOP 25 3.1

26. Disney (1.9)

27. Paisano (11.2)

28. Street & Smith (e) 19.5

29. World Wrestling Federation (12.6)

30. Ed Televisa 11.9

31. Hi-Torque 1.1

32. Taunton 6.0

33. National Geographic Society (9.8)

34. The Source 2.8

35. Pillsbury (21.7)

36. Emmis (18.4)

37. Miller 8.4

38. Harris 16.0

39. IDG (6.7)

40. Athlon 1.1

41. McGraw-Hill (a) 1.8

42. Beckett (e) (25.1)

43. Gannett/USA Tod. Baseball (4.3)

44. Associated Pubs. (0.8)

45. Scientific American (3.1)

46. Essence (14.3)

47. Kalmbach (0.9)

48. U.S. News (4.5)

49. LFP, Inc./Tips & Tricks (28.6)

50. The Economist 14.1

TOTAL TOP 50 2.9

Source: ABC and BPA data. Revenue estimates based on some data.

(a)Acquisition: Primedia data includes the EMAP USA titles, with

the exception of FHM (still to be owned by EMAP Metro). McGraw-Hill

includes Entrepreneur Magazine.

(e)Estimates included. First half 2001 data not available at press

time for SI for Kids (Time Inc.); Street & Smith’s College Football,

College Basketball, Pro Basketball and Pro Football; and Beckett

Baseball Card Monthly and Football Card Monthly. Data shown are for

1st half 2000.

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