Canadian Magazine Industry News
10 September 2011,     TORONTO
The Top 50 Magazines: Fashion, shelter titles lead growth
Masthead’s new ranking of Canada’s Top 50 Magazines by revenue shows that fashion and shelter titles topped the growth charts for 2010 (the year on which this ranking is based). Meanwhile, women’s service giant Chatelaine kept its throne as the queen of Canadian magazines, hotly pursued by Canadian Living in the No. 2 spot.

The big question for all publishers is whether the overall gains of 2010 will continue through to the end of 2011 and beyond.

Our Top 50 magazines is based on revenue from ad sales and circulation. Following a transitional year last year with two Top 50 lists, our “Classic” and “Extended” lists, this year’s Top 50 is back to just one ranking, using the “Extended” criteria. The difference? In our calculations for ad revenue, the old “Classic” list included only the run-of-press estimated ad revenue. The “Extended” list uses numbers for run-of-press as well as inserts, which we feel is a truer reflection of total print advertising revenue. (Online revenue is not included in our Top 50 lists… yet.)

Two titles climbed into this year’s top 10: Elle Canada now proudly wears #9 (last year it ranked 18), and another French title, the celebrity weekly 7 Jours, edged up from 12 to 10.

That means two titles dropped out of the top 10: Châtelaine fell from 6 to 13, while Today’s Parent slipped from 8 to 12.

One title has joined the Top 50 for the first time: Vita is the French-language equivalent of More, published for women over 40. It enters the Top 50 at No. 44. MoneySense also moves out of our almost-made-it list (No. 52 last year) into the Top 50 proper, standing at No. 47, thanks to a 39% jump in revenue.

Here are the top titles with estimated revenue:

Chatelaine $49.1 million
Canadian Living $48.1 million
Maclean’s $40.7 million
Reader’s Digest $36.8 million
Canadian House & Home $27.3 million
Hello! Canada $23.4 million
Coup de Pouce $19.2 million
Flare $17.5 million
Elle Canada $17.0 million
7 Jours $16.7 million
To download the complete report in PDF form, click here.

Masthead’s Top 50 Magazines is sponsored by the Audit Bureau of Circulations.

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