The readership numbers are out for the second half of 2004, and they’re keeping up with trends in population growth. Hispanics are the fastest-growing segment of the population, and their magazines are reeling in readers. As of December, three of the top 10 fastest-growing magazines by circulation (minimum circulation of 100,000) cater to the Hispanic population. It’s not surprising, according to Lynn Franco, director of The Conference Board’s Consumer Research Centers, who recently published a report titled, “The Hispanic Market in 2010.” The report finds that, within five years, the number of Hispanic households in the U.S. will grow by 30 percent to over 13.5 million. This bodes well for the future of Spanish-language publications.
- COSMOPOLITAN EN ESPANOL
Total Paid Circulation: 124,934
Change: 132.7 percent
With such sexy superstars as Anna Kournikova, Carmen Electra, and Gisele Bündchen gracing its covers, it’s no wonder Cosmo’s Spanish version is raking in the dollars. Subscriptions are up over 200 percent for the past six months, and with a price tag of only $2.95 per issue, readers are finding no trouble digging into their wallets for a copy.
- BEST LIFE
Total Paid Circulation: 230,044
Change: 85.9 percent
This Men’s Health spin-off is one of several new titles targeting the older, more affluent end of the men’s market; in other words, Baby Boomers are checking out this new magazine, which made its debut in May. Like Men’s Health, it focuses on service, with the emphasis on fashion, travel and other financially intensive pursuits.
- IN TOUCH WEEKLY
Total Paid Circulation: 1,019,887
Change: 79.1 percent
A shameless attempt to cash in on the celebrity magazine craze, In Touch is rapidly closing the circulation gap with Us Weekly, thanks largely to its lower cover price ($1.99 versus $3.29). It’s been so successful that parent company Bauer Publications launched a companion title, Life & Style Weekly, in November.
- EVERYDAY FOOD
Total Paid Circulation: 764,428
Change: 71.3 percent
It’s just one more piece of the Martha Stewart pie, really. Published seasonally, Everyday Food offers up dozens of quickie recipes for the “everyday” cook. It looks as though it’s doing better than its public television spin-off, the “Everyday Food” cooking show, which first aired in January and has been the subject of lackluster reviews. Perhaps it needs Martha behind the counter finessing the meals.
Total Paid Circulation Count: 147,780
Change: 55 percent
Published twice monthly by Editorial Televisa, Vanidades not only is a beauty and fashion consumer magazine for Latinas, but it also regularly features home decor ideas and design stories, ultimately expanding its overall readership. Published since 1961, subscriptions continue to be on the rise, with a jump of 54 percent since June.
- ELECTRONIC HOUSE
Total Paid Circulation: 101,616
Change: 44.1 percent
Looking to have a home theater installed anytime soon? Not sure what kind of lighting is right for the kitchen? No matter which room of a home is the focus, Electronic House provides tips on how to grace every room with the most up-to-date electronics to fit any budget. One of its attractions for readers is the detailed product reviews.
- GAME INFORMER
Total Paid Circulation: 2,045,912
Change: 43.5 percent
Noted: children and adults are not only playing these games, but they’re snapping up copies of Game Informer, considered by many to be “the” resource for the games industry. Initially created under a different name in 1991, Game Informer is now the largest paid-circulation gaming magazine in North America. Platforms such as PlayStation, XBox and Gamecube are covered in depth by the editorial staff.
- TV Y NOVELAS
Total Paid Circulation: 140,144
Change: 32.4 percent
TV y Novelas Magazine is considered an ultimate insider’s magazine to Latin show business and its stars. Most importantly, it follows the storylines and actors of Hispanic soap operas, a fixation of both Hispanic women and men. TV y Novelas publishes 26 issues a year.
Total Paid Circulation: 254,533
Change: 29.7 percent
The “lad mag” formula popularized by Maxim and FHM is losing traction in the general men’s market, but King is succeeding by focusing on an African-American audience. Its parent, Harris Publications, also owns XXL and Guitar World. With its covers featuring scantily clad women, cutting-edge fashion and celebrity interviews, readers don’t seem to mind shelling out $4.95 a copy. Besides, who could resist a tag line that reads, “The Illest Men’s Magazine Ever!”?
- ELLE GIRL
Total Paid Circulation: 509,758
Change: 24.8 percent
This Elle spin-off is the scrappy underdog in the teen market, differentiated from its bigger rivals by an offbeat, international flavor. Parent company Hachette Filipacchi Media increased its frequency to eight times this year and has already launched 10 international editions, in addition to the U.S. version.
SOURCE: Audit Bureau of Circulations FAS-FAX for six months ended Dec. 31, 2004.