THE MAGAZINE BUSINESS

Magazine Revenues  56% advertising  44% circulation  Most circulation by subscription .

Subscription vs Single Copy .

Trends in Magazine Circulation  News magazines trending down  ³Lifestyle´ magazines trending up  Entertainment/Gossip magazines growing rapidly .

Circulation of Big 3 News Mags 1988 ± 2004 .

Av. age of news mag readers .

Income: news mag readers .Av.

Magazine Ownership  Hybrid market structure  Top tier = oligopoly (4 companies control majority of revenues in industry)  Lower tier = monopolistic competitive market structure .

Child. Redbook.Top magazine owners 1. Advance GQ. People. Jane 3. Parade. Fitness . Vanity Fair. Hearst Cosmopolitan. Parents. Sports Illustrated. Glamour. Seventeen 4. Meredith Corp. Time Warner Time. Esquire. Field & Stream 2. O.

.Magazine Revenue by Corp.

Recent growth trends .

Negative growth .

READER'S DIGEST 10m 4.9 9.7 .Top Magazine Circulation 1.0 6. AARP BULLETIN 23m 3. FAMILY CIRCLE 3. WOMAN'S DAY 3.6 7. BETTER H & G 7.9 8. NATIONAL GEOGRAPHIC 5. AAA WESTWAYS 3. GOOD HOUSEKEEPING 4. AARP THE MAGAZINE 24m 2.9 10.6 5. LADIES' HOME JOURNAL 3.

8 PLAYBOY 2.3 TIME 3.1 NEWSWEEK 3.1 COSMOPOLITAN 209 VIA MAGAZINE 2.6 PREVENTION 3.2 SPORTS ILLUSTRATED 3.8 SOUTHERN LIVING 2.5 AMERICAN LEGION MAGAZINE 2.3 TV GUIDE 3.7 MAXIM 2.5 THE OPRAH MAGAZINE 2.PEOPLE 3.2 TASTE OF HOME 3.5 AAA GOING PLACES 2.4 .

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 .

    Magazine business doing well More than 17.S. Estimated annual revenues of $46 billion However.000 mags published in U. 75% of new magazines launched fold within a few years .

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 .

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