A
Quantitative Analysis of
A Ten-Year Longitudinal Study of Transformation
By
David
Abrahamson
d-abrahamson@northwestern.edu
Rebecca Lynn Bowman
Mark Richard Greer
William Brian Yeado
Northwestern University
Abstract
Magazines are both economically driven business enterprises and
culturally fueled vehicles of social mediation. Periodicals serve as cultural
markers, reflective of the social reality in which they are produced, but are
also economic entities, inherently subjected to their industry’s traditional
business parameters. Hence, it is possible to examine changes within the
magazine market as a whole for aspects that may illuminate a number of the
prevailing sociocultural dimensions of
contemporary
Viewed quantitatively over a substantial period of time, it is clear
that a number of defining magazine business parameters (e.g., levels of
circulation, cover prices, advertising page rates, cpms)
have played important determinants in shaping the U.S. consumer magazine
industry. By studying the periodical industry’s aggregate reaction -- cost
management and the optimization of revenue within market conditions -- to
these economic pressures, one may not only try to understand how the industry
has responded to market changes, but also find clues to the ways in which
magazines mirror the sociocultural reality of
their times.
Literature Review
The
scholarly literature on the more specific considerations related to the
economic aspects of the magazine industry is not as rich as one might imagine,
but a number of authors have illuminated a variety of essential details.
Krishnan and Soley, Fletcher and Winn, and Malin
have focused on the considerations concerning circulation and advertising
readership and cycles, while Sumner, Norris, and Soley
and Krishnan have investigated the role of revenue sources in the viability of
magazines.4 The subject of gender as a factor in magazine
readership and marketing has also been examined. Canape
and Chung have studied aspects of male readership, while Damon-Moore and
Waller have, from a historical perspective, explored the circumstances related
to female readership.5
A
review of the literature, however, reveals surprisingly little quantitative
analysis of consumer magazine industry as a whole; hence this effort to build
on the previous baseline study (Abrahamson, 1991) one decade later.6
Information on
An nth-name sort (n=7) of the 2000 SRDS directory's index of
Where possible, measures of the significance and strength of all
relationships were calculated. Hence, words such as "significant" or
"strong" are used in the text to describe characteristics of all
consumer magazines only when their use is supported by the results of
statistical tests reported in footnotes. Relationships between nominal
variables were tested using non-parametric tests such as
For interval
variables, the number of cases and measures of central tendency (mean or
median) and of dispersion (standard deviation, referred to as "s.d.")
are provided in the text, figures, or footnotes. The statistical significance
of differences between means was tested using the T-test and/or an analysis of
variance (ANOVA), and the strength of relationships was measured by Eta
Squared (E2). When assumptions required by parametric tests could not be made,
the appropriate non-parametric test was used to evaluate differences in
central tendency and dispersion, e.g. Mann-Whitney (M-W) and Kolgormorov-Smirnov
(K-S) as alternatives to the t-test, and Kruskal-Wallis
(K-W) instead of ANOVA. In all cases, probabilities are reported in footnotes
as described above.
The
Role of Gender
It has long been accepted that, unlike newspapers, a large number of
the consumer magazines published in the
Two factors may explain the prevalence of this delineation by gender.
The first, a sociocultural one, suggests that the
editorial subjects covered by most conventional magazines are often of
predominant interest to only one gender. As evidence -- but at the risk of
stereotyping -- one might offer the example of males and hunting, or of women
and needlecrafts. The second factor hinges on the fact that many products and
services sold in the
Over the last 15 years or so, the role of gender in both the editorial
positioning and advertising prospects of magazines has begun to be the object
of some scholarly attention. Much ground-breaking historical research on the
issue of gender in magazine readership has been the work of journalism
historians, but their principal focus has been on nineteenth-century
developments.10 There was, however, an empirical benchmark study
completed just over a decade ago that explored the causal relationships
between the gender of audience and a number of quantitative measures
applicable to magazine publishing, e.g. circulation size, frequency of
publication, cover price, and price charged for advertising.11
Of particular interest was the possibility of exploring to what degree
a number of defining generalizations about the magazine publishing industry
have continued to hold true over the last decade. These primarily include the
specific business decisions (e.g. levels of circulation, cover price,
advertising rates, etc.) with which the magazine industry has responded to a
variety of economic pressures and the ways in which those pressures may cause
magazines to continue to reflect the on-going sociocultural
fractionization of American society.
For example, furthering a process that began with the rise of the
special-interest magazine in the 1960s, magazines in the 1990s continued to
remain highly "niched" and specialized
around myriad specific leisure activities. With more available leisure time,
the magazine-reading American public's interests proceeded to splinter and
fractionate, leading the magazine industry to create a magazine, or at least a
persona, to satiate all individual tastes. Magazines continued to reflect
subtle differences among themselves while speaking to different readers with
different leisure-time pursuits. The rise in not only the number of U.S.
magazine readers, but also the number of magazines launched during the decade,
is a testament to the eclectic and highly refined tastes among the leisure
pursuits of a -- by and large -- economically successful populace.
Approximately 14,000 different periodicals of all types are published in
the United States. More than 2,000 of these can be considered consumer
magazines,12 and these represent an estimated total circulation of
more than 585 million readers.13 In terms of individual
circulations, consumer magazines range in size from Parade (at 37
million, the largest circulation periodical but, as a Sunday newspaper
supplement, sometimes not included in a consideration of conventional
magazines) and Modern Maturity, the American Association of Retired
Person's monthly (at 20 million), to small specialized publications with only
a few hundred readers.
Interestingly, the mean circulation of all American consumer magazines
has fallen from 442,851 in 1990 to 278,105 in 2000. Equally fascinating,
however, is that due to continuing success of a large number of magazines with
quite small readerships, the median circulation of U.S. consumer magazines, at
86,000 readers, did not change at all. (See Figures 1a and
1b.)
Frequency and Cover Price
Today, 35 percent of all consumer magazines are published monthly and
nearly 25 percent are published bimonthly, with a median cover price of $3.50.
This represents a number of changes over the study decade. For example, almost
40 percent of all consumer magazines in 1990 were published monthly, and the
median cover price, at $2.50, was $1 less than today. Moreover, there has been
a significant increase in the percentage of bimonthly publications, from 18.9
to 24.7 percent.
Also of note is the fact that, while free distribution (or
"controlled" circulation) has long been the norm in the specialized
business or "trade" magazine publishing, it has become more widely
adopted in the consumer publications as well:
Over the study decade the percentage of magazines using controlled circulation
more than doubled, rising from 8.3 to 17.9 percent. (See
Figures 2a, 2b, 3a and 3b.)
Advertising
Rates
The price charged for advertising is a function of both the size of the
individual medium's audience and the attractiveness of that audience to
advertisers. The median page rate for a black-and-white advertisement in
consumer magazines in 2000 was $3,740, up from just under $2,600 in 1990.
However, the price of advertising is perhaps more usefully expressed in
terms of cost per thousand (cpm) readers or
viewers. For magazines, the cost is that of a full-page black-and-white
advertisement per thousand readers; for television, cost of a 30-second
commercial per thousand viewers. For comparison, network television's cpm
is typically between $6 and $12, a figure that, not coincidentally, is also
the cpm of TV Guide. Large general-interest
magazines such as Reader's Digest and Ladies Home Journal have cpm's
in the $20 range, and the newsweeklies such as Time and Newsweek
cluster around $30. The more specialized the audience is, the more a magazine can charge. As a result, magazines serving
special reader interests often have cpms two or
three times that of the newsmagazines. For example, Popular Photography
has a cpm of about $65.
The industry's median cpm rose from $32 in
1990 to $42 in 2000, an increase of more than 30 percent. In addition, other
changes in the cpm and page-rate histograms of
1990 and 2000 are notable: In 2000, a stronger peak emerges in the page-rate
data between prices of $27,000 and $57,000, supporting a claim to an increased
specialization of magazines. (See Figures 4a, 4b, 5a and
5b.)
Comparative
Results and Discussion
Circulation
Gender was
initially presumed to be a strong factor to explain the change in circulation
over the past ten years. Indeed, almost 80 percent of all consumer magazines
are now gender-specific (see endnote 2). During the decade, the percentage of
female magazines remained roughly constant, but male magazines rose from 41.7
to 50.0 percent of readers, and joint magazines lost more than 10 percentage
points. Viewed as a whole, 50 percent of all magazine
are aimed at male readers, just under 30 percent are women's magazines, and
the balance have joint readerships. Furthermore, the median circulation of
magazines for men is 84,500 (up from 78,000 in 1990), while the median
readership of women's publications fell from 105,500 in 1990 to 95,000 in
2000. (See Figures 6a and 6b.)
At
first glance, it might seem that the larger median circulation of female
magazines is merely a function of the number of titles. If the total number of
male and female readers of gender-specific magazines were equal, the
availability of fewer female titles could, by simple arithmetic, explain the
more female readers per female publication. Historically, however, the total
number of male and female readers of gender-specific magazines is not equal.
Indeed, the aggregate total circulation of all female magazines in 1990 was
almost 50 percent larger than that of male publications: 203 million to
137 million.14 The 2000 data, however, shows a market
convergence, with male readership rising to 180 million and female rising to
only 210 million. So while it remains true that more females read magazines,
the gap has closed significantly.
Two pivotal changes emerge from this data. The first is that the
percentage of titles devoted to men has notably increased, the percentage of
women’s magazines has remained roughly the same and the number of magazines
targeted at joint audiences has declined significantly. To explain the growth
in the percentage of men's titles, one can perhaps begin with the notion of
what might be called pent-up demand. It can be argued, albeit speculatively,
that the retreat of feminism as a sociocultural
force during the 1990s made possible an expansion of magazines serving men's
interests that previously might have been regarded as less socially
acceptable. Examples of the areas reflecting this increase might include a
successful new category of magazines bawdily and unapologetically addressing
post-pubescent male fantasies (e.g., Maxim, Stuff, and FHM).
In addition, it should be noted that one of the largest categories of men's
magazines relates to sports and leisure activities, and that the number and
diversity of such activities -- and therefore the magazines that serve them --
has grown significantly in the past decade.
Equally interesting are the changes in median circulation over the last
decade. (See Figures 7a and 7b.) The precipitous
decline of almost 15 percent in the median readership of magazines aimed at
women and the significant increase in median male circulation suggest an
interesting phenomenon. One way to understand this is to posit what might be
called a mode reversal in the nature of the periodicals' editorial
conceptualization of gender. Traditionally, female magazines had significantly
larger circulations than male magazines, in part because women's interests
seemed to extend across fewer but more generalized categories of subjects in a
notably inclusive way. Men's increase, in contrast, tended to fractionate in
concert with narrowly drawn (mostly leisure-active) interests. In the last 10
years, however, the defining of women's interests in narrow terms seems to
have resonated with the female reading public. For example, rather than larger
magazines dealing with a spectrum of topics related to appearance and
attractiveness, now there are individual magazines addressing, for instance,
the subject of beauty as an individual niche, or, even more specifically, the
physical health aspects of beauty.
The changes recorded in men's magazines are somewhat harder to explain.
While it is apparent that they are becoming, at least in one sense, more like
women's magazines, the causes are difficult to isolate. It is notable that the
median circulations of all three types of magazines (female, male and joint)
are merging toward a uniform number of readers.
Other Quantitative Measures (Frequency, Cover Price,
CPM)
Subsequent tests reveal changes since 1990 in a number of the other
economic variables under consideration. These include publication frequency
(which decreased from 12.0 to 11.0 issues per year); cover price (the median
cover price jumped from $2.50 to $3.50); and cpm
(the median rocketed from $32 to $42). (See Figure 8.)
For one other variable, the price charged for a full-page
black-and-white advertisement (page rate), the median increased from $2,591 to
$3,470 during the 1990s. In all likelihood this is not directly related to
gender per se. Rather, the primary determinant of page rates is circulation
size, the median of which has slightly increased in the past 10 years.
Each of these parameters, in turn, and their challenges over the decade
reflect interesting forces at work within the magazine industry. The lowering
of the median frequency from 12 to 11 issues per year can be explained by the
growing insistence of advertisers to make any efficiencies possible be
realized in their advertising spending. The manifestation of this insistence
was a growing unwillingness to advertise at times of the year when readers
were either away from home (e.g. August), or less likely to buy (e.g. January,
after the holiday season). In response to this withholding of advertising
dollars, the 1990s saw a growing trend in magazine publishing to move to a
ten-times-per-year frequency, which allowed publishers to combine their
July/August issues and their December/January ones as well. By saving on
printing and distribution costs with fewer issues -- in effect, not printing
those issues, which would have been poorly supported by advertising --
publishers were able to optimize profit and accommodate the desires of their
advertisers. This move toward frequencies of less than the conventional
monthly publication largely explains the decline in the median frequency
during the 1990s.
While the increase from $2.50 to $3.50 in cover price over the decade
is substantial in percentage terms, it reflects the inherent price sensitivity
magazines encounter on the newsstand. The increase in cover price can be
ascribed to three factors: inflation, the increase in manufacturing and
distribution costs, and competition on the newsstand. Moreover, it is clear
that the American magazine-reading public is significantly price-resistant
when dealing with the purchase of periodicals.
The best way to examine the increase in advertising rates, which during
the 1990s increased from $2,591 to $3,740, is to consider the growth of the
median cpm, which is derived from dividing a
magazine's page rate by its circulation. In rising from $32 to $42, the cpm
reflects not only inflation and a boom economy in the 1990s, but also an
increase in "niching" of the magazine
industry. The latter reason rests on the fact that the more targeted the
audience (and its greater propensity to consume), the greater is a magazine's
ability to charge advertisers a higher page rate and therefore a higher cpm.
Subject Matter
A last area of investigation is the possible relationship between
economic factors affecting magazines and
magazine categories based on subject matter. Using a developed categorization
scheme,15 it is noteworthy that the two
largest categories in both 2000 and 1990, Sports/Hobbies (38.7 percent and
32.0 percent, respectively) and Travel/Regional (15.0 percent and 19.3
percent, respectively) account for over half of the entire population of
consumer magazines. The 2000 data show that a smaller but nonetheless
significant category, Business/Finance, has decreased its share of the total
by almost 50 percent. On the other hand, the Sports/Hobbies category saw a
marked 20 percent increase during the decade. (See Figures
9a and 9b.)
While somewhat speculative in nature, a number of sociocultural
inferences might be drawn from the results of the analysis of relating
economic factors and other sociological factors to subject matter. For
example, it is clear that rising levels of education and affluence were
accompanied by a concomitant increase in leisure during the 1990s. If one
holds that magazines are a unique marker of the social reality of their time,
it should come as no surprise that sports-related and travel/regional
publications prospered during this period. More problematical, however, is
that a conventional view of the "go-go" 1990s would be at a loss to
explain the decreasing share of business/finance magazines. It is possible
that a further time-phased analysis would show a marked expansion of this
category through 1998, but then a severe decrease thereafter with the economic
contraction that originated with the bursting of the dot-com bubble and the
folding of many publications celebrating the New Economy.
Conclusion
It is clear that the pressures of economic business parameters continue
to be an important determinant in shaping the U.S. consumer magazine industry.
By comparing the results of two quantitative studies that
employ the same research methodology, this study addresses some of those
economic factors affecting the publishing industry, as well as a number of
related questions, in a historical context. It can be concluded that a
number of the defining business parameters (e.g., levels of circulation, cover
price, advertising rates, cpms, etc.) have
undergone significant change in the last decade. Indeed, the median cover
price and ad rate and have increased. These changes indicate the periodical
market's reaction to the varied economic pressures of cost management and the
optimization of revenue within the market conditions of the 1990s. Moreover,
these forces may also serve to illuminate a number of the prevailing sociocultural
dimensions of contemporary America, from the declining median number of issues
per year to the rise in niched, gender-related
magazine categories. Most importantly, these industry trends, spurred by
diverse market changes, reflect -- perhaps speculatively — the ways in which
magazines may mirror the cultural reality of the times in which they are
produced.
2. See Frank Luther Mott, A History of American
Magazines, 5 Volumes (Cambridge: Harvard University Press, 1938) and
Theodore Peterson, Magazines in the Twentieth Century (Urbana:
University of Illinois Press, 1956).
3.
See John W. Tebbel and Mary Ellen Zuckerman, The
Magazine in America, 1741-1990 (New York: Oxford University Press, 1991);
David Abrahamson, Magazine-Made America: The Cultural Transformation of the
Postwar Periodical (New York: Hampton Press, 1996); David Abrahamson, ed.,
The American Magazine: Research Perspectives and Prospects (Ames, Iowa:
Iowa State University Press, 1995); A.J. Van Zuilen,
The Life Cycle of Magazines: A Historical Study of the Decline and Fall of
the General Interest Mass Audience Magazine in the United States during the
Period 1946-1972 (Uithorn,
The Netherlands, 1977); Alan Nourie and Barbara Nourie,
American Mass Market Magazines (New York: Greenwood Press, 1990); and
David Paul Nord, "An Economic Perspective on
Formula in Popular Culture," Journal of American Culture 3 (Spring
1980): 17-31. See also Benjamin M. Compaine, The
Business of Consumer Magazines (White Plains, N.Y.: Knowledge Industry
Publications, 1982); Benjamin M. Compaine, Consumer
Magazines at the Crossroads: A Study of General and Special Interest Magazines
(White Plains, N.Y.: Knowledge Industry Publications, 1974); William Parkman
Rankin, The Evolution of the Business Management of Selected General
Consumer Magazines (New York: Praeger, 1984);
Neil Whitman, "Applied Economics: Magazine Publishers," Instructor
81.7 (March 1972): 44.
4. See Ramayya
Krishnan and
Associations...........Civic
College & Alumni
Education & Teacher
Fraternal Clubs & Associations
Labor & Trade Union
Mature
Military & Naval
Religious & Denominational
General/News...........Affluence
General Editorial (news)
Literary, Book Reviews & Writing
Media & Personalities
News (weekly)
News (daily, biweekly, other)
Newsweeklies (alternative)
Newsletters
Newspaper
Magazines
Opinion, Thought & Commentary
Political & Social
Family/Home/Shelter....Babies
Bridal
Dressmaking & Needlework
Gardening
Home Service & Home
Parenthood
TV & Radio
Lifestyle/Fashion......Art & Antiques
Entertainment and Performing Arts
Epicurean
Fashion,
Beauty & Grooming
Lifestyle
Men's
Popular Culture
Women's
Business/Finance.......Business & Finance
Computers
Group
Buying Opportunities
Home Office & Small Business
Sports/Hobbies.........Adventure & Outdoor Recreation
Automotive
Aviation
Boating & Yachting
Campers & Recreational Vehicles
Camping
Crafts, Games, Hobbies & Models
Dancing
Dogs & Pets
Fishing & Hunting
Gaming
History
Horses, Riding & Breeding
Motorcycle
Music
Mystery, Adventure & Sci-Fi
Motorcycle
Photography
Special Interest Publications
Sports
Science/Health.........Fitness
Health
Mechanics & Science
Nature & Ecology
Science & Technology
Travel/Regional........Inflight & Enroute
Entertainment Guides & Programs
Hotel Inroom
Metro, State & Regional
Metro, Entertainment, Radio & TV
Travel
Youth/Other............Almanacs & Directorie
Black & African-American
Children's
Comics
Disabilities
Ethnic
Gay
Teen
Youth
In a few instances, the SRDS categorization of some individual
magazines in the random sample was somewhat at odds with reality. When this
was the case, the publication was assigned to a more appropriate cluster. To
satisfy assumptions of certain statistical tests, these nine clusters were
"collapsed" into seven categories. When this was required, a certain
inherent logic was applied, e.g. General/News and Association together, and
Business/Finance combined with Science/Health. The resulting categories were:
Family/Home/Shelter
Lifestyle/Fashion
Sports/Hobbies
Business/Finance/Science/Health
Travel/Regional
Youth/Other
Whitman,
Neil. "Applied Economics: Magazine Publishers." Instructor
81.7 (March 1972): 44.
=======================================================================
FIGURE 1a. Circulation (all
magazines) 2000
Count Circ
Midpoint (000s)
91
25
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
68
75
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
30
125
XXXXXXXXXXXXXX
19
175
XXXXXXXXXX
16
225
XXXXXXXX
5
275
XXX
9
325
XXXXX
4
375
XX
8
425
XXXX
8
475
XXXX
8
525
XXXX
1
575
X
5
625
XXX
0
675
3
725
XX
3
775
XX
1
825
X
1
875
X
1
925
X
3
975
XX
5
1,025 XXX
0
1,075
2
1,125 X
0
1,175
1
1,225 X
=
1
1,325 X
Mean=278,105
=
(s.d.=676,118)
1
1,525 X
Median=86,513
=
Mode=35000
2
1,675 X
Minimum=1000
=
Maximum=8,174,046
1
3,025 X
Sum=83,431,616
=
1
4,525 X
Valid cases=300
=
Missing Cases=0
1
5,025 X
=
1
8,175 X
I.........I.........I.........I.........I.........I
0
20
40
60
80
100
Histogram Frequency
======================================================================
FIGURE 1b. Circulation (all
magazines) 1990
Count Circ
Midpoint (000s)
76
25 XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
46
75 XXXXXXXXXXXXXXXXXXXXXXX
21
125 XXXXXXXXXXX
14
175 XXXXXXX
7
225 XXXX
12
275 XXXXXX
8
325 XXXX
6
375 XXX
3
425 XX
1
475 X
2
525 X
2
575 X
3
625 XX
3
675 XX
1
725
X
1
775 X
2
825 X
0
875
3
925 XX
1
975 X
0
1,025
1
1,075 X
1
1,125 X
3
1,175 XX
1
1,225 X
=
1
1,675 X
1
1,725 X
=
1
1,975 X
1
2,025 X
=
Mean=442,851
1
2,275 X
(s.d.=1,667,941)
=
Median=86,000
1
3,825 X
Mode=75,000
=
Minimum=1,000
1
5,125 X
Maximum=16,555,000
=
Sum=100,970,000
1
7,075 X
=
Valid cases=228
1
16,375 X
Missing cases=0
=
1
16,555 X
I.........I.........I.........I.........I
0
20
40
60
80
Histogram frequency
=======================================================================
FIGURE 2a. Frequency of Publication
(all magazines) 2000
Frequency Cases
Percent
Freq
Cases Percent
(n/year)
(n/year)
4x
33 11.0
13x
3 1.0
5x
1 0.3
17x 2
0.7
6x
74 24.7
24x
6 2.0
7x
7 2.3
26x 4
1.3
8x
8 2.7
36x 1
0.3
9x
7 2.3
52x 25
8.3
10x
19 6.3
54x
1 0.3
11x
3 1.0
68x
1 0.3
12x
105 35.0
---- ----
Total
300 100
4x
XXXXXXXXXXXX
5x
X
6x
XXXXXXXXXXXXXXXXXXXXXXXXXX
7x
XXX
8x
XXX
9x
XXX
10x XXXXXXX
11x XX
12x XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
13x XX
17x X
24x XXX
26x XX
36x X
52x XXXXXXXXX
54x X
68x X
I*********I*********I*********I*********I
0%
10
20
30
40
Mean=13.4 (s.d.=13.17)
Median=11.0 Mode=12.0
Minimum=4
Maximum=68 Valid
cases=300 Missing=0
=======================================================================
FIGURE 2b. Frequency of Publication
(all magazines) 1990
Frequency
Cases Percent
Frequency Cases
Percent
(n/year)
(n/year)
4x
23 10.1
14x
1 .4
5x
6 2.6
16x
1 .4
6x
43 18.9
17x
1 .4
7x
3 1.3
18x
1 .4
8x
8 3.5
22x
2 .9
9x
5 2.2
26x
6 2.6
10x
11 4.8
30x
1 .4
11x
8 3.5
43x
1 .4
12x
91 39.9
51x
1 .4
13x
2 .9
52x
13 5.7
------- -------
Total
228 100.0
4x
XXXXXXXXXXXXX
5x
XXXX
6x
XXXXXXXXXXXXXXXXXXXXXXX
7x
XXX
8x
XXXXX
9x
XXXX
10x
XXXXXXX
11x
XXXXX
12x
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
13x
XX
14x
XX
16x
XX
17x
XX
18x
XX
22x
XX
26x
XXXX
30x
XX
43x XX
51x
XX
52x
XXXXXXXX
I.........I.........I.........I.........I.........I
0%
8
16
24
32
40
Mean=12.7 (s.d.=11.2)
Median=12.0 Mode=12.0
Minimum=4
Maximum=52 Valid
cases=228 Missing cases=0
=======================================================================
FIGURE 3a. Cover Price (all
magazines) 2000
Cover Price ($)
Count
Midpoint
53 .25
XXXXXXXXXXXXXXXXXXXXXXXXXXX
*
3
.75 XX
6
1.25 XXX
8
1.75 XXXX
17 2.25
XXXXXXXXX
39 2.75
XXXXXXXXXXXXXXXXXXXX
10 3.25
XXXXX
87 3.75
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
8
4.25 XXXX
43 4.75
XXXXXXXXXXXXXXXXXXXXXX
5
5.25 XXX
8
5.75 XXXX
2
6.25 X
4
6.75 XX
0
7.25
1
7.75 X
0
8.25
1
8.75 X
I*********I*********I*********I*********I*********I
0%
20
40
60
80
100
Histogram Frequency
Mean=$3.07 (s.d.=$1.85)
Median=$3.50 Mode=$0.00
Range=$8.95
Minimum=$0.00
Maximum=$8.95 Valid
Cases=295 Missing Cases=5
*
Includes
53 cases where Cover Price=$0.00 (distrib. free).
=======================================================================
FIGURE 3b. Cover Price (all
magazines) 1990
Cover Price ($)
Count Midpoint
22
.25 XXXXXXXXXXXXXXX
*
10
.75 XXXXXXX
18
1.25 XXXXXXXXXXXX
21
1.75 XXXXXXXXXXXXXX
29
2.25 XXXXXXXXXXXXXXXXXXX
73
2.75 XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
17
3.25 XXXXXXXXXXX
21
3.75 XXXXXXXXXXXXXX
5
4.25 XXX
4
4.75 XXX
3
5.25 XX
0
5.75
0
6.25
1
6.75 X
0
7.25
1
7.75 X
0
8.25
=
1
13.75 X
=
1
31.75 X
I.........I.........I.........I.........I.........I
0
15
30
45
60
75
Histogram frequency
Mean=2.52 (s.d.=2.43)
Median=2.50 Mode=2.95
Range=32.00
Minimum=0.00
Maximum=32.00 Valid
cases=227 Missing cases=1
* Includes 19
cases where Cover Price=$0.00 (distrib. free).
=======================================================================
FIGURE 4a. Full-Page B&W Ad Rate
(all magazines) 2000
Page Rate ($)
Count Midpoint
48
700 XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
42 1,700
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
45 2,700
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
33 3,700
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
25 4,700
XXXXXXXXXXXXXXXXXXXXXXXXX
16 5,700
XXXXXXXXXXXXXXXX
5
6,700 XXXXX
9
7,700 XXXXXXXXX
6
8,700 XXXXXX
4
9,700 XXXX
5
10,700 XXXXX
3
11,700 XXX
3
12,700 XXX
5
13,700 XXXXX
2
14,700 XX
4
15,700 XXXX
0
16,700
4
17,700 XXXX
1
18,700 X
3
19,700 XXX
1
20,700 X
1
21,700 X
15 27,700
XXXXXXXXXXXXXXX
9
37,700 XXXXXXXXX
8
47,700 XXXXXXXX
2
57,700 XX
0
67,700
2
77,700 XX
82,200
3
to
XXX
162,200
I*********I*********I*********I*********I*********I
0
10
20
30
40
50
Histogram Frequency
Mean=10,018.35 (s.d.=17,775.07)
Median=3740.00 Minimum=188
Maximum=161,350
Valid Cases=299 Missing
Cases=1
=======================================================================
FIGURE 4b. Full-Page B&W Ad Rate
(all magazines) 1990
Page Rate ($)
Count Midpoint
44
700 XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
57
1,700 XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
27
2,700 XXXXXXXXXXXXXXXXXXXXXXX
16
3,700 XXXXXXXXXXXXX
15
4,700 XXXXXXXXXXXXX
11
5,700 XXXXXXXXX
6
6,700 XXXXX
6
7,700 XXXXX
5
8,700 XXXX
3
9,700 XXX
1
10,700 X
3
11,700 XXX
1
12,700 X
2
13,700 XX
3
14,700 XXX
1
15,700 X
2
16,700 XX
1
17,700 X
3
18,700 XXX
1
19,700 X
1
20,700 X
2
21,700 XX
1
22,700 X
0
23,700
2
24,700 XX
1
25,700 X
1
26,700 X
32,700 =
7
to XXXXXXXXX
42,700 =
53,700 =
3
to XXX
78,700 =
1 112,700
X
=
1 164,700
X
I........I.........I.........I.........I.........I
0 12
24
36
48
60
Histogram
frequency
Mean=7,764.99
(s.d.=16,584.43)
Median=2,591.50 Min.=212.00
Maximum=164,780.00
Valid cases=228 Missing
cases=0
=======================================================================
FIGURE 5a. Advertising CPM (all
magazines) 2000
Count Midpoint
9
6
XXXXXXXXX
30 16
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
43 26
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
58 36
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
46 46
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
30 56
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
27 66
XXXXXXXXXXXXXXXXXXXXXXXXXXX
15 76
XXXXXXXXXXXXXXX
12 86
XXXXXXXXXXXX
6
96 XXXXXX
8
106 XXXXXXXX
3
116 XXX
1
126 X
2
136 XX
1
146 X
3
156 XXX
0
166
0
176
1
186 X
0
196
206
5
to XXXXX
356
I*********I*********I*********I*********I*********I********
0
10
20
30
40
50
Histogram Frequency
Maximum=353.00
Valid Cases=299 Missing
Cases=1
=======================================================================
FIGURE 5b. Advertising CPM (all
magazines) 1990
CPM ($)
Count
Midpoint
19
6 XXXXXXXXXXXXXXXXXXX
41
16 XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
44
26 XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
46
36 XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
26
46 XXXXXXXXXXXXXXXXXXXXXXXXXX
19
56 XXXXXXXXXXXXXXXXXXX
8
66 XXXXXXXX
8
76 XXXXXXXX
1
86 X
2
96 XX
4
106 XXXX
2
116 XX
0
126
2
136 XX
1
146 X
1
156 X
1
166 X
0
176
1
186 X
1
196 X
0
206
=
1
496 X
I.........I.........I.........I.........I.........I
0
10
20
30
40
50
Histogram frequency
Mean=40.99 (s.d.=43.46)
Median=32.00 Mode=35.00
Min.=1.00
Maximum=500.00
Valid cases=228 Missing
cases=0
=======================================================================
FIGURE 6a. Gender of Readership (all
magazines) 2000
Gender
Valid
Cum
Cases Percent
Percent
Percent
Male
141 47.0
50.0
50.0
Female
82 27.3
29.1
79.1
Joint
59 19.7
20.9
100.0
---- ----
-----
Total 282
94.0
100.0
Valid cases=282
Missing cases=18
=======================================================================
FIGURE 6b. Gender of Readership (all
magazines) 1990
Gender
Valid
Cum
Cases Percent
Percent
Percent
Male
95 41.7
41.7
41.7
Female
62 27.2
27.2
68.9
Joint
71 31.1
31.1
100.0
---
----- -----
Total 228
100.0 100.0
Valid cases=228
Missing cases=0
=======================================================================
FIGURE 7a. Statistics, Circulation by
Gender 2000
Male
Female
Joint
Mean
182,538.53 366,640.71
400,369.24
S.d.
240,592.61 819,445.04
1,099,850.71
Median
84,578.00 90,521.00
85,675.00
Minimum
2710
9000
5000
Maximum
1,300,000 5,000,000
8,174,046
Sum
25,737,933 30,064,538
23,621,785
Valid cases
141
82
59
Missing cases
0
0
0
=======================================================================
FIGURE 7b. Statistics, Circulation by
Gender 1990
Male
Female
Joint
Mean
206,937
469,113
735,577
S.d.
361,228
869,469
2,832,785
Median
78,000
105,500
100,000
Minimum
4,000
10,000
1,000
Maximum
2,016,000 5,147,000
16,555,000
Sum
19,659,000 29,085,000
52,226,000
Valid cases
95
62
71
Missing cases
0
0
0
=======================================================================
FIGURE 8. Medians, all magazines
2000
1990
Frequency
11.0
12.0
Cover Price
$3.50
$2.50
Page Rate
$3,740.50 $2,591.00
CPM
$42.00
$32.00
=======================================================================
FIGURE 9a. Subject-matter category
(all magazines) 2000
Category
Cases
Percent
Association
12 4.0
General/News
24 8.0
Family/Home/Shelter
32
10.7
Lifestyle/Fashion
25 8.3
Business/Finance
7
2.3
Sports/Hobbies
116 38.7
Science/Health
17 5.7
Travel/Regional
45 15.0
Youth/Other
22 7.3
-----
------
Total 300
100.0
=======================================================================
FIGURE 9b. Subject-matter category
(all magazines) 1990
Category
Cases
Percent
Association
20
8.8
General/News
20
8.8
Family/Home/Shelter
19
8.3
Lifestyle/Fashion
18
7.9
Business/Finance
10
4.4
Sports/Hobbies
73
32.0
Science/Health
12
5.3
Travel/Regional
44
19.3
Youth/Other
12
5.3
-----
------
Total 228
100.0
=======================================================================
1-3 Case number
5
Gender (1 male, 2 female, 3 joint i.e. <60% gender-specific)
7-13 Circulation, 000's
15 Audited (1 yes, 2 no)
17-23 Subscriptions
25-31 Single
33 Abrahamson category (1 thru 9, see
MAGSTATS ARTICLE)
35-37 SRDS category (nn0=nn+null, nn1=A, nn2=nnB)
39-40 Median reader age, years
42-44
Book Size
46-48 Cover price (e.g. 0200=$2.00)
50-55 Page rate, 1xB&W (e.g. 005145=$5,145)
57-59 CPM, $ (page rate/circ in 000s)
61-62 Publishing frequency/year
64-68 Zip code
70+ Magazine title
---------------------------------Dataset--------------------------------
001 1 0117679
2 0016230 0101449 6 330 20 130 395 004900 026 12 44102 A.P.(Alternative
Press)
002 1 0381998
1 0381998 0000000 2 001 41 120 600 015850 026 12 60611
003 3 8174046
1 N/A 0000000 2
380 43 024 000 079200 067 52 02494 Access Magazine
004 1 0086027
1 0072278 0013749 9 211 41 088 395 005568 116 24 90028 Advocate
005 1 0083000
2 0083000 0000000 6 040 43 056 400 003650 051 10 20170 Air Line Pilot
006 1 0004800
2 0004800 0000000 6 030 40 036 400 000525 059 12 80104 Alfa Owner
007 2 0050000
2 0050000 0000000 7 230 40 080 395 002728 014 04 75229 Allergy & Asthma
Health
008 1 0042681
1 0040209 0000000 1 420 55 032 225 001133 063 52 10019
009 3 0047400
2 0038064 0000000 6 190 41 075 325 001470 022 06 56301 American Bowhunter
010 2 0041000
2 0041000 0000000 7 191 072
450 001750 046 06 91403 American Fitness
011 1 0319741
1 0315295 0004460 2 220 49 N/A 495 015300 035 08 10011 American Heritage
012 1 0081466
2 0034955 0045477 6 311 42 148 399 002816 043 13 06905 American Iron Magazine
013 1 0213786
1 0213710 0000000 6 311 43 086 000 006575 102 12 43147 American Motorcyclist
014 1 0065365
2 0047145 0018220 6 311 48 100 395 003290 014 08 55369 American Rider
015 1 0090000
2 0042000 0048000 6 450 40 120 399 005120 059 06 55125 American Snowmobiler
016 2 0012500
2 N/A N/A
9 100 19 130 495 000700 029 12 94107 Animerica
Extra
017 1 0044737
2 0043154 0004800 6 441 63 068 450 001980 026 68 20016 Archaeology Odyssey
018 3 0010000
2 0002000 0008000 4 020 40 042 000 000799 065 04 80537 Art Revue
019 2 0142000
2 0060000 0025250 6 110 53 110 395 003730 031 06 54990 Arts & Crafts
020 1 0175227
1 0118000 0057000 7 430 48 130 450 004620 031 12 53187 Astronomy
021 2 0032720
2 0017760 0009121 8 301 48 000 N/A 003800 080 12 30342 Atlanta Homes
Lifestyles
022 1 0230283
1 0010359 0016494 6 311 43 072 350 011670 072 06 55369 ATV Magazine
023 1 0328189
1 0327204 0000985 6 030 46 060 250 019423 025 52 48207 AutoWeek
024 1 0279045
1 0206339 0072706 6 000 42
395 017710 137 09 18098 Backpacker
025 2 0065000
2 0000000 0000000 3 382 37 072 000 002287 071 12
21228
026 1 0067910
2 0022462 0044269 6 450 000
325 002900 033 26 27701 Baseball
027 1 0043000
1 0026000 0015300 6 330 28 088 495 004385 029 12 94403 Bass Player
028 2 0173700
2 0000000 0000000 3 382 34 170 000 002410 021 12
95032 Bay Area Parent
029 1 0015242
2 0012794 0000425 6 450 31 036 200 000900 047 26 53590 Bear Report
030 1 0035000
2 0008679 0025580 6 450 39 092 499 000920 035 12 75248 Beckett Racing Mtrsprts
031 1 0005990
2 0005990 0000000 6 130 40 068 250 000188 049 12 05451 Better Beagling
032 2 0465000
2 N/A N/A
3 240 41 118 450 033685 031 04 50309 Better Homes & Gard
DIY
033 1 0420000
1 0000000 0000000 7 230 49 088 000 010295 014 12
30339 Better Nutrition
034 2 0019000
1 0002000 N/A 3
382 35 096 000 002600 039 12 10003 Big Apple Parents' Paper
035 1 0169729
1 0149212 0020517 6 450 33 127 399 005540 042 10 92629 Bike
036 3 0076147
2 0058852 0012893 7 350 53 100 395 002245 040 06 53187 Birder's World
037 2 0221730
2 0078925 0110690 9 051 35 086
010450 033 07 10001 Black Diaspora
038 1 0053066
2 0016581 0036485 6 110 52 142 495 001835 018 12 54990 Blade
039 1 0500000
1 0050000 0000000 6 060 45 094 200 024350 089 06 10025 Boat/U.S. Magazine
040
0423000 2 N/A N/A
8 170 N/A 000
005800 042 04 02193
041 1 0236000
2 0236000 0000000 8 170 084
000 009900 017 54 02115
042 1 1300000
1 1300000 0000000 9 510 11 068 250 022970 320 12 75038 Boys' Life
043 2 0412017
1 0081962 0330055 3 070 25 842 495 036470 280 06 10036 Bride's Magazine
044 1 0329805
1 0305566 0024239 6 190 42 176 395 005734 061 06 24482 Buck Masters Whitetail
045 1 0041924 1 0040589 0000000 8 460 49 068 600 013400 052 10 10022 Business
Traveler Int
046 3 0035000
2 N/A 0006000 7
350 49 052 350 002150 052 52 94118
047 1 0072000
2 0045000 0027000 6 450 42 156 399 003760 103 06 98083 Canoe and Kayak
048 1 0084578
1 0054586 0029992 6 330 24 N/A 399 008690 041 12 92806 Car Audio and Electrn
049 3 0250000
2 0250000 0000000 9 051 31 067 300 010180 039 06 64111 Career Focus
050 2 0027500
2 0020000 0006500 3 210 49 056 395 002195 049 06 27408
051 1 0040000
2 0005000 0000000 6 311 44 064 000 000730 080 11 10960 CC Motorcycle News
052 2 0050000
1 N/A N/A
8 301 47 060 000 004500 047 06 60657
053 3 1046291
1 1046291 0000000 2 380 41 035 150 019650 047 52 60611
054 2 0044742
2 0044742 0000000 9 510 09 036 300 001440 024 08 46206 Child Life
055 2 0150000
2 0051317 0098502 9 100 42 068 495 005363 033 06 10001 Chocolatier
056 1 0027000
2 0003500 0004500 2 001 45 110 500 004200 018 06 80205 Chronos
057 1 0129565
1 0103857 0025708 6 030 42 140 395 007950 090 12 90048 Circle Track
058 3 0034000
1 0000000 0034000 8 301 39 040 000 001418 085 52 50309 Cityview
059 1 0090000
1 0000030 0000000 2 363 37 092 000 002440 019 52 44118
060 2 0420186
1 0345233 0074953 3 240 45 160 395 017810 029 12 35209 Coastal Living
061 2 0091042
2 0068281 0022760 4 020 54 100 499 003195 037 07 10010 Collector Editions
062 3 0600000
2 0072000 0000000 9 051 18 048 300 021000 086 04 64111 College Preview
063 2 0035000
1 0030000 0005000 8 301 42 200 250 002965 067 12 43229
064 1 0040411
2 0039686 N/A 5
101 35 048 599 005760 032 12 10011 Computer Buyer's Guide
065 3 0085675
1 0081199 0004476 8 301 56 N/A 350 006515 042 12 06611
066 1 0381813
1 0000000 0000000 8 010 45 120 000 025005 036 12
02210 Continental
067
0041564 2 N/A N/A
6 030 276 395
000750 041 12 33763 Corvette & Chevy Trader
068 2 0175000
2 N/A N/A
3 240 086 399
003895 015 06 10016 Country Accents
069 3 0230435
2 0230435 N/A 8
301 54 032 400 003565 044 06 48864 Country Lines
071
0210000 2 0028000 0110000 3 240
N/A 399 003264 065 06 20190 Country's Best Log Homes
072 2 0190000
2 0126666 0064000 6 110 42 100 395 003360 033 10 78860 Craftworks
073 1 0147526
2 0125000 0016148 6 110 42 072 395 007880 156 05 55369 Cruising Rider
074 1 0314000
1 0235441 0078567 6 311 41 150 395 023555 061 12 92663 Cycle World
075 3 0120000
1 N/A N/A
6 311 37 184 000 003772 030 52 75201
076 2 0084312
2 0062288 0017385 2 363 52 072 495 002015 030 06 45207 Decorative Artist's Wkbk
077 2 0053000
1 0053000 0000000 8 010 44 056 295 002473 057 12 94121 Diabetes Interview
078 2 0145000
2 0134850 0010150 7 430 44 100 395 003745 068 06 80935 Discipleship Journal
079 2 0055771
1 0034245 0021536 6 130 47 136 395 004370 029 12 60610 Dog World
080 2 0090000
1 0060000 0030000 6 110 50 120 499 002350 040 10 10010 Dolls
081 2 0039500
2 0039500 0000000 4 171 17 052 250 001630 030 09 45219 Dramatics
082 2 0035000
2 0003000 0010000 8 301 38 052 000 002595 024 04 85258
083 1 0722984
1 0525115 0197869 2 001 49 120 395 042550 042 52 10019 Economist
084 2 0250000
2 0000000 0250000 9 451 15 050 249 008134 033 12 10016 Entertainmenteen
085 2 0053000
2 0007950 0045050 4 490 18 080 200 003750 036 26 33166 Eres
086 1 0052000
2 0032000 0020000 6 030 180
499 001660 027 08 94949 Excellence
088 2 0525000
2 0431000 0094000 5 080 40 115 295 025500 094 06 50309 Family Money
089 1 0021000
2 0014700 0006300 6 330 45 400 650 001649 042 06 07670 Fanfare
090 2 0058000
2 0051000 0007000 6 450 42 048 295 001162 353 04 46711 Fast & Fun Crochet
091
0450000 1 0450000 0000000 6 450 15 036 000 007791 044 06 46268 FFA New
Horizons
092 2 0195000
1 0109000 0086000 4 180 47 090 595 005900 055 06 06470 Fine Cooking
093 3 0500000
2 N/A 0000000 9
051 17 036 300 019000 073 04 64111 First
094 1 0022026
2 0007823 0014203 6 190 46 100 499 001500 035 04 98112 Fish & Fly
095 1 0030000
2 0001500 0028500 6 060 64 028 000 001260 035 10 43452 Fishwrapper
096 1 0169784
1 0045545 0124239 7 191 29 335 599 006285 085 12 91367 Flex
097 1 0031000
2 0031000 0000000 7 350 45 035 399 001980 143 04 33810
098 1 0062000
1 0050739 0011261 6 190 50 092 395 002730 076 06 04843 Fly Rod & Reel
099 2 0042000
1 0000000 0042000 2 363 44 080 000 001905 054 52 32256 Folio Weekly
100 2 0300000
1 0000000 0300000 3 070 27 264 499 009000 027 04 10018 For the Bride
101 1 0110000
1 0091906 0018000 2 410 50 150 795 007300 065 06 10021 Foreign Affairs
102 1 0029395
1 0005932 0023463 6 030 50 096 499 001350 018 06 94949 Forza
103 2 0436914
2 0425545 0001369 2 220 40 024 159 004000 083 06 93014 Freebies
104 1 0020000
2 0019877 0000000 6 190 180
300 000250 022 12 62884 Full Cry
105 1 0576976
1 0489110 0087842 6 190 45 080 299 012925 015 06 30067 Game & Fish
106 2 0481431
1 0481431 0000000 3 210 49 091 000 013615 031 06 55343 Gardening How-To
107 3 0549550
1 0332960 0216590 2 410 39 120 295 003185 056 10 10019 George
108 1 0125000
1 0225000 0010000 6 060 48 125 350 004650 017 06 92614 Go Boating
109 1 0167004
1 0128357 0038647 6 450 52 084 299 004340 016 06 74137 Golf Illustrated
110 2 0060000
2 0013000 0010000 6 330 30 075 300 006400 031 06 37027 Gospel Today
111 3 0055000
2 0053400 0001600 1 420 33 100 595 003245 046 06 80539 Group Magazine
112 1 0191000
1 0071000 0120000 6 330 23 220 495 006825 018 12 10010 Guitar World
113 3 0030000
1 N/A N/A
2 001 52 180 395 002536 030 10 34108 Gulfshore
Life
114 1 0020000
2 0018000 0002000 6 190 55 016 200 000750 053 36 14209 Gun Week
115 3 0400000
1 0000200 0005000 2 001 32 205 395 009044 018 06 11968
116 1 0215000
1 0182750 0032250 2 220 44 088 450 011025 075 12 10012 Harper's
117 2 0080000
2 0008800 0020000 4 271 35 185 495 022000 053 06 93101 Healing Retreat/Spa
118 2 0300000
1 0227500 0105000 7 230 36 105 295 013515 038 06 20018 Heart & Soul
119 1 0494342
1 0000000 0000000 8 010 43 206 415 032810 031 12
27401 Hemispheres
120
0100000 2 0035000 0000000 6 231 55 080 250 000850 109 07 60093
Highlander
121 1 0100000
1 0095000 0005000 6 450 27 100 499 001323 024 08 60201 Hockey Digest
122 1 0034300
2 0021300 0012975 6 110 55 076 595 001092 047 06 49685 Home Shop Machinist
123 3 0027093
2 0000000 0000000 8 010 43 070 000 003640 019 12
98121 Horizon Air
124 3 0005000
1 0005000 0000000 6 250 55 100 N/A 000510 032 12 37162 Horse World
125 1 0008000
2 0008000 0000000 6 130 55 112 200 000402 026 12 16701 Hounds and Hunting
126 2 0350000
2 0000000 0350000 3 240 42 350 395 022050 044 04 10019 House Beaut
K&B
127 2 0035000
1 N/A 0005000 8
301 53 092 500 002375 065 12 12601
128 1 0043000
1 0000200 0042800 9 211 33 100 500 001995 078 52 10011 HX Magazine
129 3 0162000
2 N/A 0000000 8
301 50 036 500 002206 035 12 62708 Ill Country Living
130
1000000 2 N/A N/A
1 092 25 080 295 029910 055 06 60076 IN Magazine
131 1 0500000
1 0450000 0050000 5 080 44 112 399 032900 026 12 10004 Individual Investor
132 3 0038300
2 0035750 0002550 8 301 42 100 295 005900 021 12 77060 Inside
133 3 0185000
1 0100000 0000000 8 460 48 156 N/A 015750 089 06 78701 Interline Adventrs
134 3 0780000
2 0770000 0000000 8 460 49 104 000 014100 047 04 33143 Interval
135
0005000 2 0004700 0000000 6 450
048 000 001125 027 06 75248 ISI Edge
136 3 0240000
2 0070000 0170000 2 001 47 070 350 005060 037 26 10012
137 2 0150000
1 0150000 0000000 6 110 54 100 499 006000 076 06 60646 Joy of Collecting
138 1 0079000
2 N/A N/A
4 411 26 108 495 002660 041 06 94124 Juxtapoz
Art
139
0134758 1 0134758 0000000 8 302
028 000 003550 031 10 98109 KCTS Magazine
140 1 0070118
1 0031096 0013981 6 330 41 148 495 004665 074 12 94403 Keyboard Magazine
141 3 0200000
2 N/A N/A
9 510 12 040 395 003000 037 06 92069 Kids' Wall St News
142 1 0300000
1 0300000 0000000 1 091 54 056 100 004800 059 10 46268 Kiwanis Magazine
143 2 0100000
1 0001000 0090000 3 382 34 092 100 003420 097 12 90064 LA Family Magazine
144 2 4525455
1 4088789 0436666 3 490 49 210 249 139900 009 12 10017 Ladies Home Journal
145 1 0080000
1 0020000 0060000 5 101 39 208 599 007945 033 13 10011 Laptop Buyers Guide
146 1 0055000
2 0015000 0040000 6 060 50 132 499 003000 071 06 90277 Latitudes and Att's
147 1 0015000
2 0013500 0001500 6 450 17 046 200 000979 032 52 55406 Let's Play Hockey
148 3 1000000
1 0000500 N/A 1
092 22 084 195 031000 022 06 10022 Link
149
0476000 2 0476000 0000000 8 301
034 0.5 004782 043 12 29033 Living in SC
150 1 0043857
2 0008394 0016396 6 450 34 128 699 004195 032 08 92672 Longboard
Magazine
151 1 0045563
2 0020991 0023971 6 190 45 260 295 001183 049 12 70039
152 1 0116100
2 0082900 0080000 5 101 48 100 395 010780 079 12 94103 Mac Home Journal
153 1 0005500
2 0004300 0001200 2 363 50 028 050 000707 020 52 04412
154 1 0040095
2 0031386 0008709 6 060 46 166 395 004255 017 06 32789 Marlin
155 3 1663686
1 0850143 0813543 4 300 29 122 399 084000 103 12 10018 Maxim
156 3 0018950
1 0012854 0002220 8 301 50
250 002860 068 12 38101
157 3 0050000
2 0000000 0000000 8 010 43 072 000 002645 051 12
89450
158 3 0125000
1 0000115 N/A 3
382 32 040 000 002040 075 12 19125 MetroKids
159 3 0050000
2 N/A N/A
6 450 29 070 100 002100 010 12 60607
160 3 1026553
1 0001168 0000000 8 460 54 070 100 014150 063 10 48126
161 2 0815000
1 0735907 0081000 3 240 55 180 395 037840 027 06 50309
162 1 0148670
2 0078670 0070000 6 231 48 092 399 004380 030 06 20175 Military History
163
0510817 1 0000000 0000000 6 311
020 000 016000 048 12 20814 Military Lifestyle
164 3 0035000
1 0000000 0035000 8 301 51 076 250 002797 019 12 53012
165 2 0070529
1 0017748 0003772 8 301 50 160 350 005025 048 12 55402
166 3 0149224
2 0000000 0000000 1 092 55 072 300 003200 061 04
65211 Mizzou
167 1 0095267
2 0038085 0056617 6 330 31 180 495 002975 038 12 07009 Modern Drummer
168 1 0037286
2 0006467 0030819 8 301 55 116 395 001470 068 06 59601
169 2 0095000
2 0044349 0028863 3 382 35 100 200 003116 043 06 87504 Mothering
170 1 0002710
2 0001670 0000420 6 030 30 032 200 000760 042 12 94566 MotoRacing
171 3 0301175
1 0247822 0053353 4 171 104
350 014820 022 11 90025 Movieline
172 2 0121704
2 0000834 0001349 8 301 39 112 495 005780 085 04 10010 Museums
173 1 0035039
2 0000039 0003500 6 330 34 034 000 000835 037 12 21093 Music Monthly
174 1 0021970
2 0021395 0000353 6 190 N/A
400 000725 064 12 47021 Muzzle Blasts
175 1 0133426
1 0113426 0020000 6 030 36 104 250 003875 044 52 28202 Nascar
Winston Cup
176 1 0080122
2 0075053 0002831 6 030 44 148 300 003004 045 52 91741 National Dragster
177 2 0057114
2 0046737 0009377 4 020 50 092 495 003850 026 24 85014 Native Peoples
178 1 0065000
1 0035000 0030000 1 310 56 070 395 000995 030 24 21402 Naval History
179 2 0220000
2 0158400 0024902 4 271 49 148 495 007345 034 06 o2472 New Age
180 3 0111937
1 0106437 0005500 8 301 58 092 395 003330 051 12 87501
181 1 0104841
1 0102429 0002412 2 410 51 050 350 005940 066 52 20036 New Republic
182 2 0047000
1 0014100 0023500 8 301 28 064 250 003200 045 12 11722
183 3 1651421
1 0941310 0710111 2 220 45 118 000 047210 047 52 10036 New York Times Mag
184 2 0325000
2 0000000 0000000 9 451 17 056 395 013000 019 06
14564 Next Step Magazine
185 1 0500000
1 0500000 0000000 6 190 38 100 229 014815 046 07 55343 North Am Fisherman
186 3 0065000
2 0065000 0000000 9 510 17 028 000 001537 024 07 10001 NYouth
Connections
187 1 0060514
2 0059920 0000594 6 030 59 056 195 001995 009 52 54990 Old Cars Weekly
188 3 0039000
1 0000000 0039000 8 301 35 052 000 001417 013 12 49506 On the Town
189 2 0032924
1 0020896 0002166 8 301 49 N/A 295 003740 350 12 92660
190 3 0030000
1 0018000 0004915 8 301 50 100 350 002805 062 12 32714
191
0004800 2 0004800 0000000 3 382
048 000 001695 035 12 78216 Our Kids
192 1 0015000
1 0015000 0000000 6 000 55 060 000 000825 013 06 63103 Outdoor Guide Magazine
193
0096000 1 0096000 0000000 6 450 50 050 000 005218 031 04 98125
194
0063982 2 0030128 0017605 6 110 N/A
495 001699 050 06 60018 Painting
195
0071322 2 0029450 0034572 4 411 N/A
N/A 005910 057 12 10013 Paper
196 2 0075000
2 0001200 0073800 9 451 33 050 125 002345 070 12 94710 Parent Teen
197 2 0075000
2 0001200 0073800 3 382 33 050 125 002345 023 12 94710 Parents' Press
198 1 0173468
1 0136043 0037425 5 101 43 134 399 009175 022 08 90025 PCPhoto
199 1 0952535
1 0364202 0588333 4 300 32 096 699 036300 028 12 10001 Penthouse
200 1 0400000
1 0400000 0000000 6 450 48 092 000 017765 006 24 55343 PGA Tour Partners
201 2 0052739
1 0043024 0009715 8 301 47 150 395 003430 034 12 85012
202 1 0138000
1 0138000 0000000 5 080 47 040 400 010500 037 24 08831 Physician's Money
Digest
203 3 0048570
1 0045566 0003004 8 301 44 175 350 004709 071 12 15213
204 1 0131000
2 0131000 0000000 4 300 33 030 000 001175 026 10 98125 Play On
205 1 0376000
2 0376000 N/A 9
451 07 032 295 010000 107 12 94109 Pokemon
206 1 1239654
1 0198344 1041310 6 450 39 100 295 059430 059 12 10019 Popular Mechanics
207 3 0020000
2 0000000 0000000 7 230 30 028 000 000850 009 04
98133
208 1 0150000
2 0008500 0004800 7 230 50 350
012734 036 12 10014 Poz
209 2 3037457
1 2514337 0523120 7 230 40 180 249 079700 042 12 18098 Prevention
210 2 0095000
1 N/A N/A
2 280 30 053 000 003200 049 06 37076 Profile Magazine
211 1 0256570
1 0167295 0089275 9 451 20 N/A 499 011440 085 12 94005 PSM-100% IndePlayStation
212 2 0078064
1 0073975 0004089 6 250 45 555 425 001475 049 04 79168 Quarter Horse Journal
213
0001000 2 0001000 0000000 7 430
N/A 250 000350 056 04 20824 Quest: Hist/Space
Flght
214 1 0042504
1 0032600 0012604 6 030 41 108 399 002970 038 12 92780 Racer
215 1 0050000
2 0025000 0025000 6 110 50 068 395 001169 123 12
07860 Railfan & Railroad
216 1 0053111
1 0045627 0006000 2 410 50 074 295 001790 051 11 90034 Reason
217 1 0031000
2 0031000 0000000 6 450 35 080 495 001295 028 12 53405 Referee
218 3 1000000
1 0980000 0020000 6 330 21 068 295 049298 055 06 55343 Request
219 2 0032000
2 0000000 0032000 3 382 35 027 085 001555 056 12 02130 Rhode Isl
Parents' Paper
220 1 0106000
1 0095400 0010600 6 311 50 106 299 005940 045 12 55369 Rider
221 1 0750000
1 0615000 0135000 6 030 43 140 395 050550 066 12 92663 Road & Track
222 2 0009000
2 0003000 0006000 2 280 40 136 695 000500 067 04 53523 Rosebud
223 3 0023000
2 0017000 0006000 6 450 35 090 250 000750 013 06 94903 Runner's Schedule
224 1 0616571
1 0283449 0000000 6 190 50 100 399 019250 009 12 35209 Rural Sportsman
225 1 0037000
2 0037000 0000000 6 190 48 172 895 002305 013 06 85745 Safari Magazine
226 2 0051694
1 0043940 0007754 8 301 54 180 350 005060 056 12 92101 San Diego Magazine
227 1 0027507
2 0009600 0017817 6 030 27 072 499 001510 032 04 92626 Sand Sports
228 3 0214953
1 0168062 0046891 3 470 52 320 595 007325 037 12 22031 Satellite Orbit
229 1 0068000
2 0007480 0060520 6 450 26 084 395 002695 134 04 94124 Schwing
230 3 0028000
2 0014000 0014000 8 460 55 092 450 000895 083 04
02045 Scottish Life
231 3 0085000
2 0000000 0000000 8 460 29 048 000 001020 017 04
98104
232 2 1142683
1 0783199 0359484 4 490 34 184 299 044290 033 12 10036 Self
233 2 0500000
1 N/A N/A
3 382 29 060 000 024095 031 04 10017 Ser Padres
234 2 1538192
1 1166328 0371684 4 490 32 150 299 057770 062 12 91367 Shape
235 3 0100000
2 0006500 0000000 8 301 35 032 000 004793 033 12 08232 Shorecast
236 1 0087000
1 0050000 0037000 6 390 35 300 395 004825 102 12 32780 Shutterbug
237 1 0423671
1 0392928 0030743 6 450 33 250 399 025685 050 07 10016 Skiing Magazine
238 1 0200000
1 0050000 0050000 4 300 35 200 499
063 04 10036 Smoke
239 2 1100000
1 0725000 0375898 3 490 36 132 299 028584 098 52 10016 Soap Opera Digest
240 3 0013000
2 0008000 N/A 6
450 49 040 295 001145 036 17 74145 Sooners
Illustrated
241 2 0100000
2 0010000 0090000 4 271 40 100 495 004545 055 04 35242 Southern Lady
242 2 0054664
2 0019291 0008514 4 490 40 132 395 003660 034 06 93013 Spa
243 1 0060000
2 0045600 0009600 6 030 35 040 200 001300 068 52 02356
244 1 0175000
1 0164000 0011000 6 450 35 134 395 011305 046 06 32789 Sport Diver
245 1 0454144
1 0434086 0020058 6 000 44 100 399 017955 014 10 91602 Sports Afield
246 1 0960400
1 0931588 0028812 9 510 11 090 299 050000 030 12 10020 Sports Illustr
for Kids
247 2 0050000
2 0000000 0050000 1 281 65 036 000 001950 040 12 63141
248 1 0017409
2 0013381 0000289 6 110 47 065 225 000825 066 24 54990 Stamp Collector
249 1 0452625
1 0340445 0037180 3 470 34 168 399 038675 154 10 10019 Stereo Reviews Sound/Vis
250 1 0105000
1 0012000 0000000 2 001 45 132 000 009000 085 04 37421 Stratos
251 1 0750000
1 0600000 0150000 4 300 27 168 399 031500 018 12 10018 Stuff
252 2 0044000
2 0000500 0000000 1 281 67 048 000 001925 032 09 85381 Sun Life
253 1 0191777
1 0135030 0056747 6 030 31 155 375 005730 225 12 92806 Super Chevy
254 1 0122000
1 0065000 0048000 6 450 21 190 399 008935 021 12 92629 Surfer
255 2 0600000
1 N/A N/A
4 411 32 195 350 033840 012 12 10019 Talk
256 2 0025000
2 0010000 0015000 3 240 40 064 000 001147 039 04 55420 TC Family Magazine
257 2 0047000
2 0030000 0013000 6 110 50 128 499 001420 048 06 17112 Teddy Bear and Friends
258 2 0033616
1 0000536 0032157 4 490 30 068 199 000600 038 12 33134 Tele Revista
259 1 0075000
1 0075000 0000000 1 092 56 096 150 001395 040 06 78705
260 1 0058000
1 0000030 N/A 6
000 50 040 000 001850 034 12 77092
261 1 0155964
1 0154173 0001791 9 510 49 078 395 005485 026 12 78704
262 1 0200801
2 0050200 0140560 9 510 17 208 395 004285 067 12 94188 Thrasher Skateboard
263 1 0040000
2 0020000 0020000 3 240 42 096 499 003540 015 06
10016 Timber Homes Illustrated
264 2 0084192
1 0003608 0080584 9 051 30 110 399 003995 048 09 07652 Today's Black Woman
265 1 0955713
1 0945208 0010505 3 240 43 125 295 035305 016 10 10016 Today's Homeowner
266 3 0030000
1 0000200 0000000 8 301 24 024 000 001100 101 52 43624
267 1 0025513
1 0025513 N/A 6
110 50 100 395 000570 034 12 58548 Toy Farmer
268 1 0025024
2 0018970 0003603 6 450 070
295 002585 031 12 94040 Track & Field
269 1 0035000
2 0004200 0030800 6 450 42 067 399 002395 099 06 80305 Trail Runner
270 3 0612101
1 0464932 0008540 8 460 48 157 299 031375 057 10 10019 Travel
271 3 0100000
2 0075000 0025000 8 460 34 092 350 007500 060 06 94607 Trips
272 1 0210682
2 0095603 0072514 6 110 39 250 499 002195 055 12 54990 Tuff Stuff
273 3 0043000
2 0043000 0000000 3 470 42 144 225 002715 052 52 28152 TV Plus
274 3 0235000
2 0119750 0000000 1 092 49 068 200 004450 048 04 90024 UCLA Magazine
275 2 0850434
1 0494468 0355966 4 171 32 100 000 051760 055 52 10104
276
0081528 2 0079028 0001968 6 450 11 052 395 001831 044 06 46225
277 3 0016512
2 0016512 0000000 6 450 25 048 000 000850 053 06 46225 USRowing
278 3 0050000
1 0010000 0000000 2 001 40 028 000 002340 023 12 95126 Valley Scene
279 2 0213333
2 0125570 0041250 7 230 49 074 399 005148 061 04 94518 Veggie Life
280 2 0700000
2 0700000 0000000 1 281 65 036 000 009400
08 64111 VFW Auxiliary
281 1 0071931
1 0059183 0012748 3 470 50 156 399 004480 065 13 95928 Videomaker
282 1 0035000
2 0035000 0000000 6 450 50 044 295 002495 031 06 55422 Virginia Golfer
283
0286410 2 0050000 0200000 7 230 58 028 000 002537 080 04 65201 Voice of
the Diabetic
284 1 0070000
2 0000000 0040000 6 450 22 164 395 003820 010 09 32789 Wakeboarding Magazine
285 3 0078556
2 0027899 0010686 4 020 54 114 395 001015 187 12 54990 Warman's
Today's Collctr
286 1 0100000
1 0075000 0000000 6 450 49 120 400 003725 096 12 20002
287 1 0030418
1 0016339 0014079 6 060 36 100 350 002515 026 09 55369 Watercraft World
288 1 0132037
2 0092426 0039611 6 110 50 068 499 002200 093 06 94518 Weekend Woodcrafts
289 3 0024000
1 0000000 0024000 8 170 41 090 000 000785 033 52 33162 Welcome to
Miami/Beaches
290 1 0068802
1 0065361 0003440 6 190 52 056 185 002483 129 52 92626 Western Outdoor News
291 1 0015218
1 0014226 0000992 6 190 39 139 475 001536 106 06 90048 Wing & Shot
292 2 0049558
2 0034769 0011870 8 301 50 100 395 002825 026 06 53515 Wisconsin Trails
293 2 0450000
1 0000000 0450000 3 210 44 112 399 027000 088 04 10019 Woman's Day Gardnng
& OL
294 1 0600236
1 0533636 0066600 6 110 56 112 595 031175 050 09 50309 Wood Magazine
295 1 0042286
2 0018790 0023220 6 110 50 084 499 002025 151 06 94949 Woodwork
296 2 0929121
1 0910539 0018582 3 382 35 116 295 048840 045 10 10020 Working Mother
297 1 0165000
2 0134646 0022731 6 231 58 092 399 003770 053 07 20175 World War II
298 1 0013890
2 0010515 0002400 4 171 49 058 500 002592 016 10 90048 Written By
299 3 0702210
1 0671506 0030704 8 301 53 150 299 023225 117 10 03444 Yankee Magazine
300 1 0030000
2 0007500 0000000 9 510 17 036 350 003500 042 06 45140 Young Money
DATASET 1990
Available from http://www.cios.org/getfile\magstats_dataset
1-3 Case number
5
Gender (1 male, 2 female, 3 joint i.e. <60% gender-specific)
7-11 Circulation, 000's
13 Abrahamson category (1 thru 9, see
MAGSTATS ARTICLE
14-16 SRDS category (nn0=nn+null, nn1=A, nn2=nnB)
18-19 Median
reader age, years
21-24
Cover price (e.g. 0200=$2.00)
26-31 Page
rate, 1xB&W (e.g. 005145=$5,145)
33-35 CPM,
$ (page rate/circ)
37-38 Publishing
frequency/year
40+
Magazine title
------------------------------Dataset----------------------------
002 2 00250 6340
0225 006080 24
13 Alfred Hitchcock's Mystery
003 1 00034 1420 55 0125 000850
25 43
004 2 00015 7350
0500 000800 53
05 American Birds
005 1 00011 6130 50 0150 000672
61 52 American Field
006 2 00806 7230
0195 016630 21
10 American Health
007 2 00828 1200 52 0075 008510
10 06 Am. Legion Auxiliary Nat. News
008 3 00087 8170 38 0000 002680
31 05 American Repertory Theater Guide
009 1 00040 6450 37 0295 002135
53 06 American Snowmobiler
010 2 00200 2220 58 0295 005170
26 06
011 3 00010 8301 40 0250 001190 119 12 Annapolitan
012 2 00060 4020
0075 001084 18
51 AntiqueWeek
013 2 00013 6250 35 0500 000400
31 12 Arabian Horse World
014 3 00154 1281 67 0100 004480
29 12
015 2 00500 7230 62 0250 008600
17 06 Arthritis Today
016 2 00274 6020 50 0275 005405
20 12 Artist's
017 1 00054 6030 34 0200 002190
41 12 Automundo
018 3 00285 6450 37 0200 004400
15 08 Balls and Strikes
019 2 00600 9510 08 0195 012000
20 04 Barbie
020 1 00288 6450 30 0350 000950
3 12 Baseball Card Price Guide Monthly
021 1 00533 6190 35 0295 015490
29 10 Bassmaster
022 1 00019 6450
0200 000770 41
26 Bear Report
023 1 00104 5080
0200 003690 35
12 Better Investing
024 1 00020 6450 34 0250 000730
37 06 Billiards Digest
025 2 00020 8301 46 0350 002025 101 06
026 2 00067 3381 35 0083 002400
36 12
027 1 00164 6190 38 0295 002434
15 11 Bowhunting World
028 1 00042 8460 51 0300 005700 136 11 Business Traveler
International
029 3 07100 3302 37 0175 078485
11 12 Cable Guide
030 3 00026 3302
0000 000236 9 12 Cableview-Indianapolis
031 3 00357 8301 47 0200 014725
41 12
032 2 00010 6250 30 0295 000440
44 12
033 1 00110 3470 35 0295 001399
13 08 Camcorder
034 1 00005 6450 25 0200 000500 100 06 Canoe & Kayak
Racing News
035 1 00950 6030 30 0295 035460
37 12 Car and Driver
036 3 00250 5080 26 0250 025440 102 06 Career Focus
037 3 00027 3210 46 0200 000990
37 08
038 2 00129 6130
0250 005043 39
12 Cats
039 2 00033 6110 45 0225 000660
20 10 Ceramics
040 1 00092 6030
0295 002295 25
06 Chevrolet High Performance
041 2 00073 3381 35 0116 002318
32 12
042 2 00076 9510 09 0174 000800
11 08 Child Life, Ages 9-11
043 3 00050 4180 45 0295 001725
35 06
044 2 00220 1420 47 0250 002528
11 06 Christian Reader
045 2 00040 1420 56 0127 001200
30 11 Church Herald
046 2 00015 8301 38 0295 001635 109 04 CITI
047 3 00196 2220
0250 006168 31
09 Class
048 3 00042 8301 44 0195 003150
75 12
049 1 00075 6110 51 0195 001840
25 52 Coin World
050 3 00014 4020 50 0395 000620
44 09 Collector's Showcase
051 2 00023 8301 40 0250 001837
80 06 Colorado Homes & Lifestyles
052 1 00117 6190
001740 15
04
053 1 00035 2220 54 0375 003190
91 12 Commentary
054 1 00340 5101
0295 007175 21
12 Computer Shopper
055 2 00700 2220 47 0250 017645
25 10 Country
056 1 00004 6190 45 0125 000212
53 12 Dakota Outdoors
057 1 00045 1092 50 0300 001565
35 09
058 1 00275 8460 44 0000 018750
68 06 Departures
059 3 00050 8301 39 0000 003622
72 12 Diablo
060 3 01082 9092 20 0000 021600
20 04 Directory of Classes
061 3 00085 1200
0200 002970 35
04 Discovery YMCA
062 3 00285 5080 34 0300 009495
33 06 Dollars & Sense
063 1 00074 8301 56 0295 001850
25 12 Down East
064 1 00321 6311 32 0350 013789
43 12 Easyriders
065 2 00250 6340
0225 006080 24
13 Ellery Queen's Mystery
066 1 00056 6060
0125 001980 35
12 Ensign
067 2 00039 6250 35 0750 001397
36 04 Equine Images
068 2 00255 4490 36 0250 004457
17 06 Executive Female
069 1 00054 6030 35 0295 001140
21 06 Fabulous Mustangs & Exotic Fords
071 2 00446 8301 40 0000 018310
41 06 Family Living
072 1 00170 6450 35 0350 002450
14 06 Fantasy Baseball
073 1 02016 6190 36 0195 041735
21 12 Field & Stream
074 1 00082 6110 40 0295 001850
23 08 FineScale Modeler
075 1 00117 6190 42 0250 004140
35 07 Fishing Facts
076 2 00021 8301 60 0200 001384
66 12
077 2 00573 3210 47 0295 008690
15 06 Flower & Garden
078 2 00050 4020
3200 009090 182 06 FMR
079 1 00063 6450 25 0295 000425
7 12 Football,Bsktbll,Hockey
Collector
080 1 00115 2410 44 0695 005830
51 05 Foreign Affairs
081 1 00339 6030
0295 007545 22
12 Four Wheeler
082 1 00800 8460 33 0149 010500
13 06 Friends
083 1 00362 4300
0400 004325 12
12 Gallery
084 3 00125 7350 38 0395 003420
27 06 Garbage
085 1 00030 8301 39 0000 001800
60 04
086 2 02300 4500 28 0250 042580
19 12 Glamour
087 1 00057 9510 11 0150 003450
5 12 Goofy Adventures
088 3 00027 1420 34 0495 000910
34 05 Group's Junior High Ministry
089 1 00043 6030 32 0250 001080
25 06 Guide to Muscle Cars
090 2 00022 8301 47 0300 002550 116 10 Gulf Coast
091 1 00007 6190 40 0323 000299
43 04 Gun Show Calendar
092 2 00116 4490
0250 006328 55
08 Harper's Bazaar En Espanol
093 1 00205 5080 41 1350 012000
59 06 Harvard Business Review
094 3 00085 8010
0000 003505 41
12 Hawaiian Airlines
095 3 00150 5080 44 0200 006354
42 12 Hispanic Business
096 2 00925 3240 36 0195 024920
27 12 Home
097 1 00350 5080 42 0295 014340
41 12 Home Office Computing
098 3 00069 8301 46 0200 003455
50 12
099 2 00080 6250 24 0200 000900
11 12 Horse and Horseman
100 1 00047 6250 50 0300 001254
27 12 Horseman's Journal
101 1 00904 6030
0295 022970 25
12 Hot Rod
102 3 00200 3240 36 0295 007485
37 05 House Beautiful's Houses &
Plans
103 1 00325 6190 34 0295 007700
24 12 Hunting
104 3 00270 8301 55 0300 002145
8 04
105 1 00126 5101 40 0395 006250
50 12 InCider A+
106 3 00070 8301 35 0225 004490
64 08 Inside
107 2 00095 6110 60 0295 001200
13 06 International Doll World
108 3 00014 3302
0000 000550 39
12
109 1 00057 6330 36 0295 001600
28 10 Jazztimes
110 3 00700 9510 13 0000 009745
14 18 Junior Scholastic
111 3 00347 8301 40 0150 002800
8 12
112 2 01139 5080 58 0250 021855
19 12 Kiplinger's Personal Finance
113 3 00060 8010 37 0416 001850
31 06 Lacsa's World
114 3 00006 8301 40 0200 000950 158 12 LB Monthly
115 3 01713 2220 35 0295 054110
32 14 Life
116 1 00616 1091 56 0037 004438
7 10 Lion
117 3 00110 3240 40 0325 003370
31 06 Log Home Living
118 3 00172 8301 44 0250 007520
44 12
119 2 01178 4500 29 0250 027160
23 12 Mademoiselle
120 3 00017 7230 37 0300 000898
53 10 Mainstream
121 2 01000 1281 54 0175 024225
24 06 McCall's Silver Edition
122 1 00278 7300
0295 012055 43
06 Men's Health
123 3 00130 6450 32 0195 004850
37 11 MetroSports
124 3 00372 8460 42 0050 004920
13 06
125 2 00025 6110 55 0395 000895
36 04 Miniature Collector
126 3 00010 8301 35 0400 001650 165 04
127 3 00040 4500 27 0200 002250
56 12 Models & Talent Interntl
Network
128 3 00110 2220 38 0295 004095
37 06 Mother Jones
129 1 00063 6450 23 0295 001895
30 12 Mountain Bike Action
130 1 00075 6030 33 0295 002618
35 12 Muscle Car Review
131 2 03803 2220 37 0085 039500
10 52 National Enquirer
132 1 00145 2410 49 0295 005230
36 26 National Review
133 3 00046 1310 35 0057 001536
33 52 Navy News
134 3 00025 8301 42 0200 001900
76 12 Network Publications-Manchester
135 1 00038 2220 44 0300 002000
53 12 New Dimensions
136 2 00070 9510 16 0000 001080
15 08 New Expression
137 1 00097 2410 44 0350 004500
46 52 New Republic
138 1 00107 2280 48 0225 006200
58 22