US magazine sales have continued to fall over the first part of 2010 even though the latest monthly figures have shown a slight improvement for the industry which was hit especially hard by the economic recession.
Single copy sales of magazines at retail outlets fell by 5.6% during the first six month period of 2010 compared to the same time period in 2009. According to the Audit Bureau of Circulations, the fall was nine percent during the end of 2009 and 12% during the beginning of 2009.
Sale of single copies at outlets and newsstands is thought to be the best gauge of the industry due to the fact that this is where they are available for full price whereas subscriptions are usually heavily discounted so that overall circulations are higher for advertising reasons.
Magazine subscriptions still fell by 2% over the last six months down to 267m. The recession was particularly hard on magazines because as their circulation falls so does the amount of advertising which are the main revenue grabbers for most publishers.
A few magazines did see their sales rise despite the overall market trends however with cosmopolitan taking the lead as the top seller in the US with a 1.5% increase in newsstand sales.
People also jumped up quite high with a 15% growth in newsstand sales and Women’s Health saw a 10% rise in sales.
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