NEW YORK: Celebrity weeklies have seen a tremendous growth in both subscriptions and newsstand sales over the last six months, according to the Audit Bureau of Circulations? latest report of publishing estimates.
The preliminary report shows that category leader People had a 1.3% overall circulation increase, with a 2.5% increase in newsstand sales and .6% increase in subscriptions. US Weekly posted a 23.9% circulation increase, with a 32.6% increase in newsstand and 176.6% jump in subscriptions.
In Touch, which entered the market three years ago, also showed a steady increase: 49.7% in circulation, 49.4% in newsstand sales, and 59.6% in subscriptions.
Bob Davidowitz, publisher of In Touch, said part of the magazine?s success at the newsstand is that its publisher, Bauer, is dedicated to the newsstand model of publishing.
In Touch has also done some marketing initiatives within the last few months, including an integrated program with Suave. It will also kick off another consumer-focused integrated campaign this fall, teaming up with a major cable channel and beauty company.
Davidowitz added that the increases in the latest ABC report are also a reflection of an ongoing brand-building effort, adding that the magazine?s editors have been more visible. ?We have activated our PR more this year than in the past,? he said.
While celebrity weeklies? numbers at the newsstand have soared, newsweeklies have seen a decrease. Although Time and Newsweek have seen an overall increase in circulation, the magazines have seen a respective 3.4% and 14% decrease in newsstand sales. US News and World Report showed no increase in circulation and a 16.6% decrease at the newsstand.
Ken Weine, communications director for Newsweek, said that 96% of its circulation is made up of subscriptions, which increased 2.5%.
?The most important sign of a newsweekly?s health is subscriptions, not newsstand sales,? he said. ?The ABC report shows we?re in great shape, as our subscriptions have gone up year after year.?