New ABC Rules Hit US Magazine Circulations

23 August 2006

NEW YORK: The impact of a major change in the way the Audit Bureau of Circulations estimates a magazine's distribution became evident this week as the ABC released its data for the first half of 2006.

The numbers reveal for the first time the effect of removing public-place circulation - in doctors' offices and beauty parlors, for example - from the 'paid' category and transferring them to the new classification 'verified'.

Overall, 'verifieds' accounted for less than 3% of the magazines' total circulation, according to the ABC report, although with some titles that figure was much higher - for example Amex's Travel & Leisure Golf title, accounting for 58.9% of its aggregated circulation.

Among the top twenty-five consumer titles (by average paid circulation) most were down. Time Warner's People, however, was one of the few that managed to hold its APC - remaining at 3.8m.

Data sourced from AdAge (USA); additional content by WARC staff