In general, the magazine market in North America is declining. The circulation revenue from print consumer magazines in the region fell by more than 2.4 billion U.S. dollars between 2008 and 2013, and it is projected to decline by a further one billion by the end of 2016. While the overall decline has been offset slightly by the growth of digital magazine circulation revenue, quarterly measurements of both unit and dollar retail sales in North America also reveal downhill movement. In the last quarter of 2015, magazine retail sales revenue dropped to 588 million U.S. dollars, down from 629 million in the preceding quarter. In the same time, unit retail sales amounted to 106 million – ten million less than in the fourth quarter of 2015. That year, the most popular categories of magazines sold at newsstands in North America were celebrity magazines, women’s magazines, game/puzzle/crosswords, as well as home and garden titles.
In Canada, as of 2014, there were nearly 1,310 individual magazine titles published, with some of the most popular names being Canadian Living, Ricardo, Coup de Pouce, Canadian Geographic, Chatelaine and Maclean’s. Canadian magazine market followed the general North American downward trend. Retail unit sales declined from 66.4 million in 2014 to 54.7 million a year later. In the same period, revenues from newsstand sales sank by 57 million U.S. dollars. The 2014 average issue circulation figures indicate that general interest magazines are the most popular editorial category among Canadian consumers, followed by home and garden, travel and women’s magazines. All in all, magazines reached less than half of Canadians between the ages of 18 and 54 years, with a reach larger than 50 percent only among consumers aged 55 or older.
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