Hello! Canada is top-selling Canadian mag on the racks
Canadian Newsstand Box Score ranks only six Canadian mags among the top 25 best-selling newsstand titles in the country, including Canadian Living and Canadian House and Home.
Hello! Canada is the best-selling Canadian magazine on the newsstands, battling it out with other, foreign-owned celebrity mags that mostly comprise the top 10 in Canada. The list is the third annual ranking from the Canadian Newsstand Box Score, produced by Coast to Coast Newsstand Services Partnership, the largest magazine distributor in the country. The list tracks newsstand unit sales and revenues, presented as year-over-year gains and losses.
Ranked by Box Score as ninth in the country out of the top 2,000 magazines sold on newsstands, Rogers-owned Hello! moved up three spots in the ranks in 2008 and increased sales by about $3.8 million, or 58.7% over the previous year.
Newsstand sales are key to the Hello! business model, and contribute to the majority of its circulation (100,000 per week), says Tracey McKinley, VP, consumer marketing, research & planning and executive publisher of Hello! Canada. ‘The newsstand buyer pays a higher rate per copy (currently $3.99 an issue) and is very committed since they have picked Hello! from a variety of other options on the newsstands,’ she tells MiC. ‘Advertisers use the magazine as a brand-builder or, due to our large retail circulation base, to drive retail purchases in a more tactical way.’ The celebrity mag’s readers are primarily women in their 30s and 40s.
Only five other Canadian-published magazines cracked the top 25 in the ranking – Transcontinental’s Canadian Living held on as the 15th best-selling mag with a sales increase of $137,388 (2.7%) in 2008 over 2007, followed by Canadian House and Home (House and Home Media), which is 16th in the ranks with a 2008 sales increase of $70,948 or 1.5%. Hustler Canada ranked 19th, with a $877,091 gain (30.6%).
Style at Home, also owned by Transcon, dropped one spot to the 22nd spot; however, it increased sales by $430,827, or 13.5%. Rogers’ weekly Maclean’s magazine moved up eight spots in the ranks to #24 with an increase of $654,565, or 27.3%, according to Box Score.