Author Topic: Flex Mag Circulation Woes Revealed… (Read 12066 times)

IndustryInsider · « **on:** April 20, 2006, 07:19:45 AM »

This morning a client asked me to take a quick look over Flex’s circulation numbers. So I decided to look a bit further back then I would normally, as I’ve noticed that it seems like every 6 months they are down. What I found by looking further was astounding

As reported by ABC, one of the companies that audits magazine circulation:

6 month average ending June 30, 2002 – Total Paid Circulation – 154,199

6 month average ending Dec. 31, 2005 – Total Paid Circulation – 111,640

This magazine has lost almost 1/3rd of its paid circulation over the last 3 years!!!!!

The horror continued when I broke out their subscription and newsstand sales. They are down 11,413 subscribers and 31,146 copies sold on the newsstand. Again these are 6 month average sales per issue.

For those who are not aware, while subscribers are important to a magazine, it is the sales trend on the newsstand that allows us to gauge the vitality of a publication. With numbers like this I don’t see any vitality here, and frankly could not support budgeting a client’s Ad dollars into their pub. Put simply, this is one sinking ship that I simply could not put my client’s money into.

Ex Coelis · « **Reply #1 on:** April 20, 2006, 07:21:29 AM »

MD kills them in every way - i pick it up every month but I don't read it cover to cover like I do with MD

Lift Studios · « **Reply #2 on:** April 20, 2006, 07:23:59 AM »

Quote from: IndustryInsider on April 20, 2006, 07:19:45 AM

This morning a client asked me to take a quick look over Flex’s circulation numbers. So I decided to look a bit further back then I would normally, as I’ve noticed that it seems like every 6 months they are down. What I found by looking further was astounding

As reported by ABC, one of the companies that audits magazine circulation:

6 month average ending June 30, 2002 – Total Paid Circulation – 154,199

6 month average ending Dec. 31, 2005 – Total Paid Circulation – 111,640

This magazine has lost almost 1/3rd of its paid circulation over the last 3 years!!!!!

The horror continued when I broke out their subscription and newsstand sales. They are down 11,413 subscribers and 31,146 copies sold on the newsstand. Again these are 6 month average sales per issue.

For those who are not aware, while subscribers are important to a magazine, it is the sales trend on the newsstand that allows us to gauge the vitality of a publication. With numbers like this I don’t see any vitality here, and frankly could not support budgeting a client’s Ad dollars into their pub. Put simply, this is one sinking ship that I simply could not put my client’s money into.

Insider - did you run a report on all the other magazines as well or just FLEX? All magazines are hurting over the past 3 years, why not post the numbers of the other mags for us to see how they all compare?

Tre · « **Reply #3 on:** April 20, 2006, 07:29:07 AM »

Quote from: Lift Studios on April 20, 2006, 07:23:59 AM

Insider - did you run a report on all the other magazines as well or just FLEX? All magazines are hurting over the past 3 years, why not post the numbers of the other mags for us to see how they all compare?

That's what makes it laughable when the GetBig and Mayhem guys spend so much time talking about 'the magazines, the magazines' as if they're somehow going to sustain the industry and take it to the next level.

Not going to happen.

Dingleberry · « **Reply #4 on:** April 20, 2006, 07:32:28 AM »

Quote from: IndustryInsider on April 20, 2006, 07:19:45 AM

This morning a client asked me to take a quick look over Flex’s circulation numbers. So I decided to look a bit further back then I would normally, as I’ve noticed that it seems like every 6 months they are down. What I found by looking further was astounding

As reported by ABC, one of the companies that audits magazine circulation:

6 month average ending June 30, 2002 – Total Paid Circulation – 154,199

6 month average ending Dec. 31, 2005 – Total Paid Circulation – 111,640

This magazine has lost almost 1/3rd of its paid circulation over the last 3 years!!!!!

The horror continued when I broke out their subscription and newsstand sales. They are down 11,413 subscribers and 31,146 copies sold on the newsstand. Again these are 6 month average sales per issue.

For those who are not aware, while subscribers are important to a magazine, it is the sales trend on the newsstand that allows us to gauge the vitality of a publication. With numbers like this I don’t see any vitality here, and frankly could not support budgeting a client’s Ad dollars into their pub. Put simply, this is one sinking ship that I simply could not put my client’s money into.

Interesting, but no surprise to me. Flex sucks for anyone who understands that drinking cell-tech and following "the pro's workouts" won't get you any bigger than the average garbage man. It’s geared towards kids who are still under the illusion that the pro’s get big and ripped using only the supplements listed within their pages.
I may buy one issue of Flex a year, like when I'm in an airport or something. On the other hand, I subscribe to MD and read it cover to cover, and then some.

Lift Studios · « **Reply #5 on:** April 20, 2006, 07:34:10 AM »

Quote from: Tre on April 20, 2006, 07:29:07 AM

That's what makes it laughable when the GetBig and Mayhem guys spend so much time talking about 'the magazines, the magazines' as if they're somehow going to sustain the industry and take it to the next level.

Not going to happen.

Magazines will always be around, not claiming they will take it to the next level (however you determine that) but magazines will be around.

anvil · « **Reply #6 on:** April 20, 2006, 07:38:07 AM »

Clearly the downward trend in mag sales is indicative of the direction pro bodybuilding has gone over the last decade or so. What a mess...

Tre · « **Reply #7 on:** April 20, 2006, 07:40:48 AM »

Quote from: Lift Studios on April 20, 2006, 07:34:10 AM

Magazines will always be around, not claiming they will take it to the next level (however you determine that) but magazines will be around.

You're right.

I can still get a horse-and-buggy ride in many places.

natural al · « **Reply #8 on:** April 20, 2006, 07:41:45 AM »

I like the "real" training shoots they do, like the Ronnie Leg workout from a couple of months ago and the Jonnie Jackson/Branch back workout they had but overall I'm about ready to drop this book and I've had a sub since like 1995, it's just not a fun magazine any more. how many Arnolds training articles can they have? The contest coverage is horrible. The Olympia coverage was terrible. Certain guys need to be promoted to sell the sport and they just are not willing to do that..

jaejonna · « **Reply #9 on:** April 20, 2006, 07:42:45 AM »

People rather go online for their BB info ... plain and simple

Lift Studios · « **Reply #10 on:** April 20, 2006, 07:43:58 AM »

Quote from: Tre on April 20, 2006, 07:40:48 AM

You're right.

I can still get a horse-and-buggy ride in many places.

HAHA yes you can but you know my point Tre. Are you going to take your laptop into the can to read? err... don't answer that.

rockandrollfreak · « **Reply #11 on:** April 20, 2006, 08:14:48 AM »

Quote from: Lift Studios on April 20, 2006, 07:23:59 AM

Insider - did you run a report on all the other magazines as well or just FLEX? All magazines are hurting over the past 3 years, why not post the numbers of the other mags for us to see how they all compare?

Very few bodybuilding magazines are actually audited by ABC, so it would be too hard to prove. You could easily phone a rep for MD, MuscleMag etc and ask them their circulation, subscribers etc but there is no way of proving the numbers are real because they've not put out the cash for an ABC Audit.

Kolchak · « **Reply #12 on:** April 20, 2006, 08:19:37 AM »

I can't remember the last time I bought any of these magazines. There's just too much good information and feedback on the internet.

wisconsinBB · « **Reply #13 on:** April 20, 2006, 08:23:50 AM »

Anyone who knows anything about media knows that the internet has hurt sales of all forms of print media, not just flex magazine. Newspaper sales and magazine subscriptions across the board have dropped off significantly with the prevelance of internet sites.

240 is Back · « **Reply #14 on:** April 20, 2006, 08:29:27 AM »

MD is embracing the web and being realllllllllly nice to getBig after bashing it for 2 straight years. They finally entered the 21st century.

FLEX... well... their head is still buried in schmoe sand.

Lift Studios · « **Reply #15 on:** April 20, 2006, 08:30:51 AM »

Quote from: 240 is Back on April 20, 2006, 08:29:27 AM

MD is embracing the web

Why no online coverage of the masters, since you have an official line to Ramano and Blechman?

an123 · « **Reply #16 on:** April 20, 2006, 08:33:27 AM »

Bought about 3 'musclemags' in my time, 2 flex and 1 MD. All they were is a bunch of useless adds with some basic nutrition and workout tips. Nothing revolutionary, and not anywhere near they 9 bucks they are asking for. You get so much better information via the internet anyway.

240 is Back · « **Reply #17 on:** April 20, 2006, 08:35:15 AM »

Quote from: Lift Studios on April 20, 2006, 08:30:51 AM

Why no online coverage of the masters, since you have an official line to Ramano and Blechman?

Beats me. I'm not claiming MD is perfect- I have personally been the target of some of their blasts. But they are obviously making more of an effort than FLEX. Blechman, ROmano, Cara, and Mannien are here now and then, even if only to spam. We never see FLEX here, unless it's a kevin horton PDI-bashfest.

the shadow · « **Reply #18 on:** April 20, 2006, 08:39:16 AM »

Quote from: natural al on April 20, 2006, 07:41:45 AM

I like the "real" training shoots they do, like the Ronnie Leg workout from a couple of months ago and the Jonnie Jackson/Branch back workout they had but overall I'm about ready to drop this book and I've had a sub since like 1995, it's just not a fun magazine any more. how many Arnolds training articles can they have? The contest coverage is horrible. The Olympia coverage was terrible. Certain guys need to be promoted to sell the sport and they just are not willing to do that..

dude who said flex magazines contest coverage sucks...it has the best contest coverage of all time.and yes ur going 2 b stupid to follow those workouts shown in flex magazines since wat ever they show is for fun.....its just showbiz.people buy these magazines only for fun.MD is on the other hand the worst ever..half of the magazine is filled with ads and the picture quality sucks .........not every issue of flex is good but it is definetly better than other muscle magazines.that i know for sure

Hedgehog · « **Reply #19 on:** April 20, 2006, 08:41:47 AM »

Quote from: 240 is Back on April 20, 2006, 08:35:15 AM

I'm not claiming MD is perfect- I have personally been the target of some of their blasts.

Some?

Where and when?

I need to pick up those mags to see for myself.

YIP
Zack

240 is Back · « **Reply #20 on:** April 20, 2006, 08:52:17 AM »

Romano's column on the back page, I don't konw the issue numbers, but I have them around here somewhere. He attacked the board members who made animated gifs and fake webpages. There was only one guy making those pages. He also goaded interviewees into agreeing with his board-bashing.

Now, MD seems to be getting more in tune with the untapped message board market, and they're starting to support it more, with restrictions on anonymity and attacks, which is fair.

Manninen dude · « **Reply #21 on:** April 20, 2006, 09:00:11 AM »

Quote from: 240 is Back on April 20, 2006, 08:35:15 AM

I'm not claiming MD is perfect

In other words, you are claiming that MD is not perfect?!

Such nonsense cannot go unpunished.

I have to call our lawyer..

Hedgehog · « **Reply #22 on:** April 20, 2006, 09:07:12 AM »

Quote from: 240 is Back on April 20, 2006, 08:52:17 AM

Romano's column on the back page, I don't konw the issue numbers, but I have them around here somewhere. He attacked the board members who made animated gifs and fake webpages. There was only one guy making those pages.

Quote from: 240 is Back on April 20, 2006, 08:35:15 AM

I have personally been the target of some of their blasts.

Thanks for the clarification mang. I need to check out that Romano column then. Still wonder why you think it was targeted at you. Did he mention your handle in the column or something?

Quote from: 240 is Back on April 20, 2006, 08:52:17 AM

He also goaded interviewees into agreeing with his board-bashing.

Now... Isn't this a little, how shall I put it, conspiratoric?

Area 51? Zapruder Movie?

YIP
Zack

Undermind · « **Reply #23 on:** April 20, 2006, 09:15:08 AM »

Flex still outsells the others by a wide margin. MuscleMag is #2. Ironman and MD are tied for last. Though no other mags have the courage to be audited, the numbers are well known in the supp industry, and they're pretty pathetic for the other mags. The reason why Flex gets over 5 times more per ad page than MD for example is because they outsell them by that much.

Manninen dude · « **Reply #24 on:** April 20, 2006, 09:16:58 AM »

Quote from: Undermind on April 20, 2006, 09:15:08 AM

Flex still outsells the others by a wide margin. MuscleMag is #2. Ironman and MD are tied for last.

What a load of BS.