Tuesday, February 9, 2010

It's all in how you look at it (magazine circulation division)

Once again, we read of declining circulation of print products -- this time it's magazine newsstand sales that are off 10 percent over a year ago. Ad pages are off nearly 26 percent. Paid circulations are flat.

So is the sky falling? Let's turn it around a bit and state the news this way: Despite the worst economy since the Great Depression, unemployment more than 10 percent and much less content (26 percent cut in ad pages means a whopping hit in editorial content as well), AND lots of free content (including on the magazines' own websites), 90 percent of readers are still purchasing magazines on newsstands while paid circulation holds steady.

Sounds a lot better this way, aina?

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