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Trends and Dynamics in the Magazine Industry: Circulation and Revenue Insights

The magazine industry has evolved significantly, with revenues split 56% from advertising and 44% from circulation. Subscription-based models are prevailing, while trends reveal a decline in news magazines and a surge in lifestyle and entertainment genres. The market structure exhibits an oligopoly among top-tier owners like Time Warner and Hearst, with significant circulation leaders such as AARP The Magazine and Reader's Digest. Despite a revenue estimate of $46 billion from over 17,000 publications, the majority of new magazines face rapid failure, highlighting the industry's competitive challenges.

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Trends and Dynamics in the Magazine Industry: Circulation and Revenue Insights

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  1. THE MAGAZINE BUSINESS

  2. Magazine Revenues • 56% advertising • 44% circulation • Most circulation by subscription

  3. Subscription vs Single Copy

  4. Trends in Magazine Circulation • News magazines trending down • “Lifestyle” magazines trending up • Entertainment/Gossip magazines growing rapidly

  5. Circulation of Big 3 News Mags 1988 – 2004

  6. Av. age of news mag readers

  7. Av. Income: news mag readers

  8. Magazine Ownership • Hybrid market structure • Top tier = oligopoly (4 companies control majority of revenues in industry) • Lower tier = monopolistic competitive market structure

  9. Top magazine owners • Time Warner Time, People, Sports Illustrated, Field & Stream • Advance GQ, Glamour, Parade, Vanity Fair, Jane • Hearst Cosmopolitan, Esquire, Redbook, O, Seventeen • Meredith Corp. Parents, Child, Fitness

  10. Magazine Revenue by Corp.

  11. Recent growth trends

  12. Negative growth

  13. Top Magazine Circulation • AARP THE MAGAZINE 24m • AARP BULLETIN 23m • READER'S DIGEST 10m • BETTER H & G 7,6 • NATIONAL GEOGRAPHIC 5,0 • GOOD HOUSEKEEPING 4,6 • FAMILY CIRCLE 3,9 • WOMAN'S DAY 3,9 • LADIES' HOME JOURNAL 3,9 • AAA WESTWAYS 3,7

  14. PEOPLE 3,6 PREVENTION 3,3 TIME 3,3 TV GUIDE 3.2 SPORTS ILLUSTRATED 3.2 TASTE OF HOME 3,1 NEWSWEEK 3.1 COSMOPOLITAN 209 VIA MAGAZINE 2.8 SOUTHERN LIVING 2,8 PLAYBOY 2,7 MAXIM 2,5 AAA GOING PLACES 2,5 AMERICAN LEGION MAGAZINE 2,5 THE OPRAH MAGAZINE 2,4

  15. Contemporary magazine industry • Magazines used to appeal to large homogenous audiences (Life magazine sold 13 million copies a week) • Now more specialized – targeting of niche audiences

  16. Magazine business doing well • More than 17,000 mags published in U.S. • Estimated annual revenues of $46 billion • However, 75% of new magazines launched fold within a few years

  17. Cross-media marketing & branding TV to Magazine • ESPN the Magazine • This Old House • O magazine Magazine to TV • National Geographic TV show • Better Homes & Gardens

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