Hispanic Magazines: ABC Data Shows Increase in Paid Subscriptions and Decrease in Newsstand Sales

Similarly to general market publishers, major Hispanic magazine publishers have fine tuned their circulation strategy to better cope with the recession. Hispanic magazines typically have a higher ratio of newsstand (single copy sales) than general market publications, however newsstand sales in all magazines with the exception of Televisa Publishing and Digital’s TV y Novelas substantially declined during the 6 months period ending June 30, 2009 compared to the same period in 2008 (see Tables 1 and 2 below), according the most recent ABC report..

Paid subscriptions did increase substantially in all publications with the exception of Latina. Maya Publishing Group’s TV Notas, the only weekly publication analyzed, subscription base increased by a whopping 28%, albeit from a low base. Meredith’s Siempre Mujer, bimonthly, grew by 11.8% to almost 410,000 paid subscriptions.

Publishers substantially diminished controlled circulation figures to cut costs, this was reflected in total subscription decreases in Vanidades, Latina and TV y Novelas.

Table 1: Circulation Figures for Major Hispanic Magazines

 

 

Averages for 6 Months Ended 6/30/09

Publication Name

Single Copy Cover Price

Subscriptions

Single Copy Sales

Total Paid Verified & Analyzed Non-Paid

Paid

Verified

Total

PEOPLE EN ESPANOL (monthly)

$2.99

325,902

107,852

459,944

107,639

567,583

LATINA (monthly)

$2.95

470,041

28,685

498,726

8,208

506,934

TV Y NOVELAS (biweekly)

$2.99

87,269

5,000

92,269

94,486

186,755

VANIDADES (biweekly)

$3.25

99,177

 

99,177

39,023

138,200

SIEMPRE MUJER (bimonthly)

$2.99

409,489

26,038

435,527

20,000

455,527

TV NOTAS (weekly)

$3.29

63,331

 

6,331

46,078

52,409

HISPANIC MAGAZINE (monthly)

$3.50

105,202

78,429

183,631

300

316,723

Source: ABC

 

Table 2: Percentage Increase/Decrease in Circulation at Major Hispanic Magazines vs. 6 months ended 06/30/08

 

Susbscriptions

Single Copy Sales

Total Paid & Verified

Total Paid Verified & Analyzed Non-Paid

Paid

Total
(incl. non paid Subs)

PEOPLE EN ESPANOL

6

6.2

(16.4)

1.0

1.0

LATINA

(3)

(2.8)

(33.0)

(3.5)

(3.5)

TV Y NOVELAS

9

(13.2)

10.6

(2.6)

(2.6)

VANIDADES

13

(19.5)

(20.5)

(19.8)

(19.8)

SIEMPRE MUJER

13

11.8

(31.8)

8.7

8.7

TV NOTAS

28

28.4

(13.7)

(10.1)

(10.1)

HISPANIC MAGAZINE

14

9.4

(6.0)

9.4

0.2

Source: ABC


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