MarketingProfs

MediaBuyerPlanner: Circulation figures for weekly celebrity magazines are finally beginning to level off at the newsstands.
Although overall subscription sales helped to increase total paid circulation by reasonable levels by June 30 compared to last year, growth at the newsstands is slowing, Mediaweek reports.
Time Inc.’s People grew 1.2 percent to 3.8 million, on 3 percent greater newsstand sales of 1.5 million for paid circulation, in spite of the fact it increased its price 50 cents to $3.99.
Paid circulation for US Weekly gained 7.2 percent to 1.79 million. Newsstand rose 1.8 percent to 1 million and subs soared 15 percent. Last June, the cover price was increased by 20 cents to $3.49.
Star had a paid circulation spike of 6.1 percent to 1.51 million. Subs rose 39 percent to 761,505, and newsstand dropped 14.4 percent to 752,498. There was a 20-cent increase in the cover price from 3.49 in July 2005.
In Touch and Life & Style’s newsstand sales – which account for nearly all circulation at both titles – increased 6 percent to 1.19 million and 49 percent to 701,000 respectively. With the regular cover price of $1.99, both titles benefited from a one-week promotional cover price of 25 cents. L&S rang up 1 million copies of that issue, while IT sold 2 million.
The British import, OK, launched here one year ago, is averaging 650,000 paid circulation. It decreased its cover price to $1.99 from $3.29 in February.
“The celebrity category is cooling,” said PGR Media president Jane Deery, who predicted still more marginal players could get squeezed out.
Related stories:
‘Time’ Editor’s Replacement Could Increase Mag’s Celebrity Coverage
American Media to Shutter ‘Celebrity Living Weekly’
Celebrity Magazine Growth Slows