NEW YORK, NY (November 23, 2011) – The Bauer Media Group today announced that it is adjusting the rate bases for its celebrity/entertainment magazines In Touch Weekly and Life & Style Weekly effective January 2012.
In Touch Weekly will move to a rate base of 650,000 from its current level of 800,000 while sister publication Life & Style Weekly will go to a rate base of 400,000 from its current 450,000. Advertising page rates will be reduced proportionately.
“Magazines at retail are feeling the same pressure as other consumer packaged goods in this challenging economy,” said Ian Scott, President of Bauer Media Group. “Our rate base adjustments moving into 2012 reflect natural consumer demand. Rather than pumping up our circulation with off-price subscriptions we are reducing our rate base guarantees and charging less, giving advertisers the best value in the category.”
Retail sales for all magazines have fallen by -17%* over the past eighteen months attributable to the continued soft economy, higher gas prices, fewer shopping trips for most households and other external factors. Celebrity/entertainment magazines mirrored the overall marketplace showing similar declines in retail sales over the past eighteen months.
Despite the overall falloff in retail sales, Bauer titles have maintained their share of market – the two titles together account for 28% of all celebrity/entertainment magazines sold at retail and deliver more than 1 million combined circulation. Furthermore, both In Touch and Life & Style deliver a pure circulation using no verified, sponsored, partnership, loyalty or any other low-price subscription method.
About Bauer Publishing
Bauer Publishing is the No. 1 seller of magazines on the newsstand, connecting with a nationwide audience of active, engaged newsstand consumers at every life stage – from tweens and teens (M, J-14, Twist, Quizfest, Astrogirl, Life Story) to young women (In Touch Weekly, Life & Style Weekly) to baby boomers and beyond (Woman’s World, FIRST, Soaps In Depth).