The Business of Magazines

[axiomatic]

Some numbers from Vogue's yearly audit as required by US Code:

Average number of copies per month from the last year:

Total number of copies: 1,367,843
Paid copies: 845,116
Paid outside mail: (newsstands, dealers, etc) 65,711
Free/Nominal rate: 262,375
Paid electronic copies: 27,798
Copies not distributed: 182,417
Percent paid: 77.37%

Important to consider when looking at US magazines' circulation numbers is that a percentage is always free or nominal rate

 

[caioherrero]

Some numbers from Vogue's yearly audit as required by US Code:

Average number of copies per month from the last year:

Total number of copies: 1,367,843
Paid copies: 845,116
Paid outside mail: (newsstands, dealers, etc) 65,711
Free/Nominal rate: 262,375
Paid electronic copies: 27,798
Copies not distributed: 182,417
Percent paid: 77.37%

Important to consider when looking at US magazines' circulation numbers is that a percentage is always free or nominal rate

They still selling a lot, right?

 

[Benn98]

If they're still selling so much and still make the most advertising revenue globally, how come the page count is so low? Not as though their paper quality is spectacular. So where do they spend all the income?

 

[caioherrero]

If they're still selling so much and still make the most advertising revenue globally, how come the page count is so low? Not as though their paper quality is spectacular. So where do they spend all the income?

Paying Anna salary

 

[axiomatic]

Audit numbers for Allure:

Average number of copies per month from the last year:

Total number of copies: 1,217,728
Paid copies: 903,122
Paid outside mail: (newsstands, dealers, etc) 11,115
Free/Nominal rate: 258,172
Paid electronic copies: 14,525
Copies not distributed: 38,550
Percent paid: 77.81%

Interesting that Allure's subscription base is larger than Vogue, but Vogue has a much higher number of "outside the mail" sales


Numbers for Vanity Fair:

Average number of copies per month from the last year:

Total number of copies: 1,283,904
Paid copies: 993,447
Paid outside mail: (newsstands, dealers, etc) 58,631
Free/Nominal rate: 71,190
Paid electronic copies: 92,897
Copies not distributed: 153,494
Percent paid: 93.07%

Way more electronic copies for VF and a much higher % paid distribution

 

[axiomatic]

Audit numbers for Marie Claire:

Average number of copies per month from the last year:

Total number of copies: 771,973
Paid copies: 845,116
Paid outside mail: (newsstands, dealers, etc) 12,481
Free/Nominal rate: 132,376
Paid electronic copies: 64,662
Copies not distributed: 46,997
Percent paid: 82.18%

 

[caioherrero]

What does it means paid outside mail?

 

[axiomatic]

What does it means paid outside mail?

Magazines sold at newsstands, bookstores, grocery stores, dealers, etc

 

[Serend1pity]

Vanity Fair will always have the benefit of brilliant journalists and stories to sell itself. Same can’t be said of vogue who like giving think pieces to people like emrata LOL

 

[tigerrouge]

The same problems afflicting a lot of Conde Nast magazines have taken root in that publication as well. The cover choices may be interesting, but the calibre of the writing has shifted to become a shadow of its former self. Vanity Fair is trading on its reputation at the moment, and that will last a long while, but the level at which it's operating right now is more like a student newsletter than a legendary title.

By subscribing, you get access to the online archive, which would be worth the yearly payment. The current output... not so much.

 

[caioherrero]

Magazines sold at newsstands, bookstores, grocery stores, dealers, etc

So they’re not selling very well right?

 

[JPineapple]

 

[KoV]

So who are these hundreds of thousands of people getting free magazines? I wonder if it’s libraries, student subscriptions, etc.

 

[MON]

So they’re not selling very well right?

They are. Check Paid electronic copies + and a very solid subscriber count

Paid outside mail just goes to show how print is dying and how the digital age has taken over.

 

[MON]

So who are these hundreds of thousands of people getting free magazines? I wonder if it’s libraries, student subscriptions, etc.

Also maybe designers and some branches, executives, other Vogue editions

 

[axiomatic]

So who are these hundreds of thousands of people getting free magazines? I wonder if it’s libraries, student subscriptions, etc.

I have a couple dozen free magazine subscriptions, including all major US fashion mags.

I've posted some free offers in this thread, but they're probably all dead. I'll see if I can find more

Free Magazines Subscription....

 

[MissMagAddict]

ANNOUNCEMENTS

Condé Nast ushers in next phase of Love

By COMMUNICATIONS TEAM

25 NOVEMBER 2020

Condé Nast today announced plans for the next phase of Love, with Whembley Sewell, editor-in-chief of Them, overseeing the brand’s evolution. Launched in February 2009 as a bi-annual publication aimed at ardent fans of style and popular culture, Love will broaden its fashion-centric perspective to highlight and celebrate new themes and editorial opportunities that champion identity and inclusion. With this newly expanded focus, operations will move to the U.S. under Sewell, and be supported by a network of contributors and members of the editorial team of Them.

“Love has always told stories beautifully and powerfully and I look forward to working with the team as we explore what the next iteration of the brand can be to our audiences,” said Sewell.

“Whembley has built a loyal and passionate audience at Them by brilliantly telling stories that are inclusive and uplifting,” said Anna Wintour, editor-in-chief of Vogue U.S., artistic director and global content advisor of Condé Nast. “Love is a title that gives us the opportunity to highlight expression and identity at a time when it’s most relevant to our audience, and I’m looking forward to what Whembley has planned.”

In support of this next phase, the Them editorial team will determine Love’s new creative direction and develop the brand’s new social media and video strategy. This effort builds upon the rapid growth and success of Them through a similar social- and community-focused model where audiences have increased by more than 200% over the past year (source: Dash Hudson).

Love’s transition to the U.S.-based team at Them will be effective beginning November 25.
source | condenast

 

[Benn98]

So they'll go head to head against Out and The Advocate? Wouldnt be a fair fight with all the advertiser access.
I never had any strong feelings about Love, so I'm very much indifferent to this move.

 

[mikel]

Just pull the plug Conde Nast.

 

[MON]

Next move, it'll be for sale