Sunday, August 14, 2011

Hispanic-Interest Magazines Among Fastest Growing

Ebony and Jet magazines reversed circulation declines in the first half of 2011, according to new figures from the Audit Bureau of Circulations, on the heels of a redesign of Ebony and the outsourcing of circulation duties at Ebony and Jet.

Hispanic-interest titles also dominated the fastest-growing magazines, Lucia Moses reported for Adweek. "Poder Hispanic, which formed last year with the merger of Poder and Hispanic magazines, more than doubled its circulation, to 278,786. Also showing strong year-over-year growth were Vanidades, TV Y Novelas Estados Unidos and Siempre Mujer."

Ebony's circulation averaged 1,235,865 for the first six months of 2011, a 10.9 percent increase for the monthly. The weekly Jet's grew 7.6 percent, to 820,557.

"Ebony magazine missed its guarantee to advertisers again — a pattern that began back in the second half of 2009 — but benefited from the first cover-to-cover redesign since its introduction in 1945 and the work of circulation consultants brought in to turn things around," Nat Ives wrote Tuesday for adage.com. "Those consultants had diagnosed the title with insufficient direct-mail campaigns and prices that were sometimes more aggressive than other magazines."

Desiree Rogers, CEO of Johnson Publishing Co., publisher of Ebony and Jet, told Journal-isms in July that circulation had been outsourced to the New York firm Shain & Oringer, which describes itself as a "full service marketing solution company." "They have really whipped our department into shape," Rogers said then.

She added that Ebony and Jet had achieved their "rate base," the circulation guaranteed advertisers. However, in Jet's case, the guarantee was lowered from 900,000 to 800,000.

Other winners in the first six months were the Spanish-language publications Vanidades, which rose 63.4 percent to 341,292; TV y Novelas Estados Unidos, up 25 percent to 284,739; Siempre Mujer, up 11.3 percent to 514,558; People en Español, up 2.4 percent to 569,081; and Poder Hispanic, up 63.6 percent to 278,786.

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