The first half’s wholesaler disruption was hard on Bauer Publishing, with its dependence on newsstand sales. J-14 missed its 450,000 rate base by 47,333 copies, or 10.5 percent; Twist fell short of its 250,000 rate base by 34,361 copies, or 13.7 percent; and M magazine fell short of its 350,000 rate base by 59,804 copies, or 17.1 percent.
The first-half results led Bauer to reduce its rate base at all three titles for the second half of 2009: J-14 went to 400,000, Twist to 350,000 and M to 200,000. Those rate bases will stay in place for the first half of 2010, per Bauer.
Condé Nast’s Teen Vogue also had a tough newsstand but made its 1 million rate base, with the help of 65,020 verified copies, up 30 percent over last year’s first half.
Click here to read the Circ Report chart.