Capell's Report Hurt By Online, Cable Competition

Share this content:
"The 1990s may have been the toughest decade ever for circulators," according to Dan Capell, founder and editor of Capell's Circulation Report. Overall paid circulation of the Audit Bureau of Circulation's audited consumer magazines has been flat over the last decade. "The two main reasons are the [sales] decline on the newsstand, which put an awful lot of pressure on subscriptions to make up for the shortfall, and you couple that with the two biggest subscription suppliers -- American Family Publishers and Publishers Clearing House -- falling off in volume. So, that makes it awfully tough to make it up," said Capell. A third factor, he said, is a decrease in overall reading time, due to increased competition for consumers' attention brought on by cable TV and the Internet. "It cuts into peoples' free time."
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above