MacAddict magazine, Brisbane, CA, reported a 10 percent climb in circulation from January to June and a combined increase of 18 percent over the 12-month period starting July 1999. In total, MacAddict is now reaching nearly 200,000 readers, up from 180,000 at the beginning of the BPA International's ranking period.
“MacAddict has always been a very strong book for us,” said Kate Bailey, group subscription director for Imagine Media Inc., MacAddict's parent company. “Not only has MacAddict shown consistent growth overall but the magazine's bonus circulation numbers are always above average.”
Despite the recent growth, MacAddict trails far behind the Mac community's leading editorial vehicle, Macworld. Jointly published by Ziff Davis Media and IDG, Macworld's circulation pushes over 700,000, while the magazine claims a readership level of twice that amount. But whereas Macworld is geared toward a more technological, product-oriented coverage, MacAddict focuses on the Macintosh culture and community.
MacAddict says its reader are enthusiasts and hard-core followers of Macintosh computer systems. Each month, the issue provides its readers with a CD featuring samples of the latest Macintosh software programs.
MacAddict's associate publisher, Don Kimenker, said the combination of avid Mac readers and increasing circulation numbers is attracting more advertisers. “As we grow, advertisers CPM decreases as we reach more and more quality Mac-savvy readers each month,” he said.
Imagine Media, which publishes MacAddict, also owns several other second- and third-tier magazines such as Maximum PC, Business 2.0, PC Gamer, Games Business and others. The monthly combined circulation for all of its issues tops 1.8 million.