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Summary:

Nearly 65 percent of U.S. magazines now have a digital replica edition, but those editions make up just under three percent of overall circulation. For some individual titles, though, digital growth was a lot more impressive.

Tablet magazines montage

Nearly 65 percent of U.S. magazines now have a digital replica edition, but those editions make up just under three percent of overall circulation: That’s the latest news from the Alliance for Audited Media (formerly the Audit Bureau of Circulations), which on Thursday released its report on U.S. magazine circulation in the second half of 2012. For some individual titles, digital growth was a lot more impressive — though in some cases that’s because they’re giving away the digital edition free.

289 U.S. magazines reported that they’d sold 7.9 million digital replica editions in the last six months of 2012. That’s 2.4 percent of total circulation — up from less than 1 percent in the second half of 2011, and up from 1.7 percent in the first six months of this year. (AAM’s definition of a digital replica is that it contains “the same editorial and photojournalism as the national print edition,” though that material can be arranged differently on a tablet; nearly all digital magazines fall into this category.)

The growth looks more impressive on an individual title level, where some magazines made huge gains in digital copies: Game Informer, already by far the top magazine by digital circulation, increased that figure by 89 percent, while Cosmopolitan upped its digital circulation by nearly 40 percent in the second half of the year. Two Reader’s Digest titles – Reader’s Digest and Taste of Home — saw triple-digit-percentage growth of their digital editions, both entering the top 10 for the first time. The growth isn’t all paid: Reader’s Digest, for example, is offering print subscribers a free six-month iPad subscription. But Hearst sells digital and print subscriptions separately.

Here are the top 25 U.S. consumer magazines by digital circulation as of December 31, 2012, and how much that circulation grew (or shrank) over the first six months of the year. The Alliance for Audited Media cautions that these are preliminary figures, subject to audit.

  1. Game Informer (GameStop), digital circulation: 2,305,816 (+89% over first half of 2012)
  2. Maxim (Alpha Media Group): 259,529 (-8.9%)
  3. Cosmopolitan (Hearst): 254,751 (+37.2%)
  4. National Geographic (National Geographic): 160,077 (+18.9%)
  5. Poder Hispanic (Televisa): 149,838 (-12.3%)
  6. Reader’s Digest (Reader’s Digest): 147,149 (+248.8%)
  7. Taste of Home (Reader’s Digest): 103,961 (+243.9%)
  8. Popular Science (Bonnier): 98,389 (+5.8%)
  9. ESPN the Magazine (ESPN): 92,197 (+20.4%)
  10. OK! (American Media): 88,347 (+86.7%)
  11. Parenting (Bonnier): 87,253 (+16.7%)
  12. Men’s Health (Rodale): 85,842 (+44.2%)
  13. O, the Oprah Magazine (Hearst): 84,632 (+4.2%)
  14. Wired (Condé Nast): 84,118 (+22.3%)
  15. Us Weekly (Wenner Media): 81,611 (+40.8%)
  16. Nylon (Jaclynn B. Jarrett): 77,469 (+2.5%)
  17. GQ (Condé Nast): 74,806  (+24.6%)
  18. Food Network Magazine (Hearst): 67,727 (+65.1%)
  19. Women’s Health (Rodale): 66,555 (+29.5%)
  20. Star (American Media): 59,903 (+297%)
  21. New Yorker (Condé Nast): 59,471 (+66.7%)
  22. Esquire (Condé Nast Hearst): 57,795 (+41.7%)
  23. Martha Stewart Living (Time Inc. Martha Stewart Living Omnimedia): 56,068 (+28.7%)
  24. Glamour (Condé Nast): 53,794 (+56.8%)
  25. Vanity Fair (Condé Nast): 53,735 (+47.6%)
  1. I wonder – are all these digital copies paid for?

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    1. Good question, and no, they’re not all paid — I added some clarification on that in the piece.

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      1. Thanks, Laura. But how can it be ‘impressive’ if they’re giving it away for free?

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    2. The subs that are reported do not have to be paid, but they cannot count free “companion” digital subscriptions as digital subs if they are already counting the print sub as paid (i.e. you can’t count the same person in both categories). A person needs to “opt in” to receiving the digital edition. You can show a person has opted in either by paying for the subscription or by opting in to receive, or actually viewing at least one issue of, a free sub.

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  2. Futurespace magazine Thursday, February 7, 2013

    When you say digital, do you mean iPad apps or PDF page turning like Zinio and ISSUU. Very different experiences.

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    1. Hey Futurespace, the Alliance for Audited Media includes all of those in its definition of digital replica: It can be an iPad app or on Zinio or whatever as long as it contains the same content as the print version.

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  3. Futurespace magazine Thursday, February 7, 2013

    Thanks. We are publishing on tablets with Mag+ exclusively. Zinio and ISSUU were options but they don’t really feel or equate to a print reader. I know that Zinio is on tablets as well.

    It is more interesting to see the shift to tablets especially with inApp subs are as a real measure of consumer shifts.

    Some titles will appeal to early adopters. I hope to sound positive in that too many editorials were dismissive of the potential of iPad magazines vs Print.

    Tablets especially with the iPad mini and Kindle HD 7inch are just out and represent a viable popular platform.

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  4. I would pay for a digital edition of The Economist as I travel a lot, but it is too expensive. Shame, because there are some really informative articles in the magazine. Digital strategy is one of those big questions! Free, cheaper, or same price?

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  5. Reblogged this on Bill Bennett and commented:
    It’s not hard to see why readers like magazine web sites or even magazine apps on tablets and smartphones. I’ve never understood the attraction of what PaidContent describes as ‘replica editions’ that is the same editorial as the print magazine wrapped up in an digital format.

    To me, digital replicas often have clumsy user interfaces – sometimes its a proprietary piece of nonsense requiring a download. Others are effectively PDFs on something similar. Many have relatively low resolution and just don’t look good on screen, Hell, some even mangle the text making it hard to read.

    Either way, it seems there is a market for them.

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  6. So much attention has been on ebooks, I’m glad to see digital magazines to show off good numbers. I’m convinced these numbers will improve as tablets reaches more users. The only thing I dislike about most digital magazines, they still lack innovation. Many are treating this like internet 1.0 and puts very little effort in their digital editions.

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  7. Hi Laura,

    So if “It can be an iPad app or on Zinio or whatever as long as it contains the same content as the print version.” does that means that iPad only magazines can’t be audited?

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    1. iPad-only magazines can definitely be audited. Both BPA and AAM (ABC) will be happy to audit your digital-only title. I had this discussion with both of them several months ago.

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  8. MArtha Stewart Living is published by Martha Stewart Living Omnimedia

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    1. duhhhh fixed. Thanks!

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  9. My spouse and I love our NextIssue subscription, and many of the publications available through that service are experiencing a nice uptick on the list above. Is there any breakout of the effect of the Netflix/Spotify subscription services?

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  10. Just as an FYI. Many public libraries are looking at Zinio as a platform to provide digital editions for their patrons.

    Ann

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