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To Count or Not to Count Tablet Circulation

Posted on Tuesday, December 30, 2014 at 12:24 AM

In the news: A major ad buyer will no longer include tablet numbers in circulation guarantees.

In a blow to tablet magazine publishers, ad buyer MediaVest has declared that it will no longer factor in tablet circulation when considering circulation guarantees. Many publishers wonder if this is merely a ploy to drive down ad rates in the face of mounting tablet subscription numbers.

Michael Sebastian of AdAge.com cites Cosmo as an example: "In the first half of this year, Cosmo averaged paid and verified circulation of about 3,019,778 copies, according to its report with the Alliance for Audited Media. But more than 154,000 copies, roughly 5%, were digital editions. Without them, the magazine would not have met its rate base. Most titles face a similar scenario."

Read the complete analysis here.

Also Notable

Rising Print Audiences

This has been a tough year for magazine ad pages, but GfK MRI has recently released fall 2014 numbers that show growing audiences for print magazines. A few print categories in particular fared well: celebrity, fashion, and culinary. Other categories, including women's interest and automotive, saw decreases. However, Eric Sass of MediaPost.com writes, "It's worth noting that many of these decreases probably were at least partly due to the closure of Source Interlink Distribution, which resulted in serious disruptions to newsstand supplies for many retailers." Read more here.

Time Inc. Adopts Bitcoin Currency

Time Inc. has partnered with Coinbase to start accepting bitcoins for certain types of purchases. Readers can now subscribe to several magazines with bitcoins, including Fortune and Travel + Leisure. Earlier this year, the Chicago Sun-Times started accepting bitcoins as payment for subscriptions. Read more about the publisher's bitcoin experiment here.

The Decline of the Sunday Magazine

Once upon a time, four publishers were offering up weekly Sunday magazines for distribution in Sunday newspapers. As of January 2015, Athlon Media Group will own them all. This is not the only recent development in the world of Sunday magazines: earlier this month, it was announced that Gannett-owned USA Weekend would cease publication with its December 28 issue. Read more about the big changes in Sunday magazine publishing here.

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