August’s launch issue of O: The Oprah Magazine, the new women’s monthly title fronted by TV celeb Oprah Winfrey, achieved a 75% sell-out of all copies vended via newsstands within the first week – a figure almost without precedent in magazine publishing. The average figure for an established successful magazine is 50%.
By the time the second issue of O hit the newsstands, sales of the launch number had reached one hundred percent – as did the second.
When told of the spectacular 75% figure, Winfrey – a publishing novice - was dismayed. “I thought, `Seventy-five percent?,” she said. “We haven't sold all of them? That doesn't sound like we're kicking it, if you know what I mean.”
News source: New York Times