3 Trends in the Magazine Snapshot Report

March 11, 2019

AAM’s magazine Snapshot report was released last month. We analyzed the data and this is what we found.

George Bartman, Vice President, Sales


AAM’s magazine Snapshot report is published twice a year covering the six-months ending Dec. 31 and June 30. The Snapshot report provides an overview of a magazine’s circulation before the release of the more detailed publisher’s statements. It’s popular with AAM clients because it includes all magazines that filed by deadline in one file and it is formatted and available for easy download in PDF or analysis in Excel (you can get a quick review on how to access the Snapshot report here).

The December 2018 Snapshot with supplement report was recently released. We analyzed nearly 340 U.S. and Canadian titles included in the report and here are three trends we found:

  1. Many magazines are seeing circulation gains
    More than 320 magazines reported circulation for both the second half of 2018 and 2017. Of those titles, nearly 120 or 37 percent reported a gain in circulation.
  2. Enthusiast magazines showed the most growth
    Within the group of magazines reporting gains, we noticed that many were enthusiast magazines. Several titles related to the outdoor lifestyle and healthier living made appearances on the gainers list including Shooting Illustrated, Boating U.S. World, Fly Fisherman, Outdoor Photographer, Golf Magazine, Backpacker, Clean Eating, Yoga Journal and Health.
  3. Magazines overwhelmingly made rate base
    For the second half of 2018, nearly 180 titles claimed a rate base and more than 93 percent made their rate base.

If you would like more detailed information about a magazine’s circulation, most titles have now released their full publisher’s statement to the Media Intelligence Center. To schedule a customized training session, please contact Sandi Licking or at 224-366-6342.

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