THE MAGAZINE BUSINESS

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THE MAGAZINE BUSINESS
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Magazine Revenues

• 56 advertising
• 44 circulation
• Most circulation by subscription

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Subscription vs Single Copy
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Trends in Magazine Circulation

• News magazines trending down
• Lifestyle magazines trending up
• Entertainment/Gossip magazines growing rapidly

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Circulation of Big 3 News Mags

• 1988 2004

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Av. age of news mag readers
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Av. Income news mag readers
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Magazine Ownership

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

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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

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Magazine Revenue by Corp.
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Recent growth trends
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Negative growth
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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

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• 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

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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

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• 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

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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