DATA CENTER

RAPID REPORT

Rapid Report: Sept. 29, 2008

Sept 29, 2008

-By Lucia Moses


Summer has been a slow time for men’s titles, many of which saw single-copy sales soften in recent months. Many used verified copies in the first half of ’08 to meet their circulation guarantees, although National Geographic Adventure and Maxim stand out for their reliance on public-place copies to make rate base. While there have been some rate base misses (Maxim fell short by 1.8 percent in January while Men’s Fitness missed for February and March), most of those claiming a rate base delivered on their circ promises with room to spare.

There’s still bullishness in the category. GQ, BestLife, Men’s Health, Men’s Vogue and Nat Geo Adventure all raised rate base this year, and BestLife and Men’s Vogue are among those planning increases for ’09. Flex, Men’s Fitness and BestLife are among the fastest to file, generally posting five to seven weeks after their on-sale date. Still lagging: Men’s Journal and Field & Stream.

Men's Lifestyle/Fitness/Outdoor

ISSUE DATE PAID SUBS VERIFIED SUBS TOTAL PAID & VERIFIED SUBS SINGLE COPY TOTAL PAID & VERIFIED RATE BASE % ABOVE BELOW
BestLife

 August
 417,299 25,000 442,299 80,592 522,891 500,000
4.6%
Details
 August 341,519 42,000 383,519
 60,000 443,519 425,000
4.4%
Esquire
 August 588,000 17,000 605,000 102,000 707,000 700,000
1%
Field & Stream
 June 1.38m 82,493 1.47m 35,955 1.5m 1.5m
0.2%
Flex
 August 51,700 13,000 64,700 45,000 109,700 n/a
n/a
GQ
 August 672,481 20,199 692,680 245,000 937,680 875,000
7.2%
Maxim
 June 1.89m 203,163 2.1m 560,020 2.65m 2.5m
6.1%
Men's Fitness
 August 561,400 26,000 587,400 147,000 734,400 700,000
4.9%
Men's Health
 July/August 1.3m 0 1.30m 638,982 1.94m 1.78m
9.1%
Men's Journal
 July 569,327 62,768 632,095 73,653 705,748 700,000
0.8%
Men's Vogue
 August 297,746 40,194 337,940 39,000 376,940 350,000
7.7%
Muscle & Fitness
 August 264,500 9,000 273,500 125,000 398,500 n/a
n/a
National Geographic Adventure
 August 444,907 116,417 561,324 52,000 613,324 600,000
2.2%
Outdoor Life
 June/July 841,556 59,924 901,480 38,060 939,540 925,000
1.6%
SOURCE: AUDIT BUREAU OF CIRCULATIONS. SOME NUMBERS ARE ROUNDED. DATA ARE ESTIMATES AND SUBJECT TO CHANGE.



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Rapid Report: Sept. 29, 2008

Sept 29, 2008

-By Lucia Moses


Summer has been a slow time for men’s titles, many of which saw single-copy sales soften in recent months. Many used verified copies in the first half of ’08 to meet their circulation guarantees, although National Geographic Adventure and Maxim stand out for their reliance on public-place copies to make rate base. While there have been some rate base misses (Maxim fell short by 1.8 percent in January while Men’s Fitness missed for February and March), most of those claiming a rate base delivered on their circ promises with room to spare.

There’s still bullishness in the category. GQ, BestLife, Men’s Health, Men’s Vogue and Nat Geo Adventure all raised rate base this year, and BestLife and Men’s Vogue are among those planning increases for ’09. Flex, Men’s Fitness and BestLife are among the fastest to file, generally posting five to seven weeks after their on-sale date. Still lagging: Men’s Journal and Field & Stream.

Men's Lifestyle/Fitness/Outdoor

ISSUE DATEPAID SUBSVERIFIED SUBSTOTAL PAID & VERIFIED SUBSSINGLE COPYTOTAL PAID & VERIFIEDRATE BASE% ABOVE BELOW
BestLife

August
417,29925,000442,29980,592522,891500,000
4.6%
Details
August341,51942,000383,519
60,000443,519425,000
4.4%
Esquire
August588,00017,000605,000102,000707,000700,000
1%
Field & Stream
June1.38m82,4931.47m35,9551.5m1.5m
0.2%
Flex
August51,70013,00064,70045,000109,700n/a
n/a
GQ
August672,48120,199692,680245,000937,680875,000
7.2%
Maxim
June1.89m203,1632.1m560,0202.65m2.5m
6.1%
Men's Fitness
August561,40026,000587,400147,000734,400700,000
4.9%
Men's Health
July/August1.3m01.30m638,9821.94m1.78m
9.1%
Men's Journal
July569,32762,768632,09573,653705,748700,000
0.8%
Men's Vogue
August297,74640,194337,94039,000376,940350,000
7.7%
Muscle & Fitness
August264,5009,000273,500125,000398,500n/a
n/a
National Geographic Adventure
August444,907116,417561,32452,000613,324600,000
2.2%
Outdoor Life
June/July841,55659,924901,48038,060939,540925,000
1.6%
SOURCE: AUDIT BUREAU OF CIRCULATIONS. SOME NUMBERS ARE ROUNDED. DATA ARE ESTIMATES AND SUBJECT TO CHANGE.
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Rapid Report: October 27, 2008
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