Fine Cooking Named Circle of Success Award Winner
CircMatters, the media newsletter that reports on magazine circulation best practices, has named Fine Cooking to a list of 15 top magazines to receive the Circle of Success Award for superior performance in circulation management. According to Jack Hanrahan, editor of CircMatters, “We analyzed all major magazines based on the quality of their circulation. Fine Cooking was an easy choice as a winner of our Circle of Success Award despite the rigorous evaluation process and competition among many excellent magazines.”
Fine Cooking is enjoying outstanding success in the marketplace – with growth in rate base, subscriptions and single copy sales. Especially on newsstand, where most magazine unit sales are sharply trending down, Fine Cooking is up and outsells well-known competitors like Gourmet, Bon Appetit and Food & Wine, despite having a significantly higher cover price than the other epicurean titles.
Mr. Hanrahan added, “Fine Cooking’s circulation practices and performance are exemplary. They’re an excellent example of magazines doing things the right way – building quality circulation with best practices that assure marketers the benefits of advertising to highly engaged and involved readers.”
CircMatters’ evaluation of circulation quality examined three performance areas:
- Rate Base Performance: stating a guarantee, the 3-year history of making the guarantee both on average 6-month delivery and on issue-by-issue basis, bonus delivery above guarantee.
- Single Copy Sales Performance: demand and cover price, growth (tracked over 4 years where possible).
- Subscription Sales Performance: price on a per-copy basis, a high percent sold direct to publisher, low reliance on lesser quality subscription sources.
Circulation
Fine Cooking’s strong, consistent circulation history is a result of attracting only the most-qualified, highly engaged cooking enthusiasts. Fine Cooking readers seek the best and willingly pay a premium for quality content, products, and advertising. Fine Cooking has maintained steady circulation over the years.
Over-Delivering Rate Base by 11% in 2008
| Subscriptions | 146, 905 (56%) |
| Newsstand | 114,642 (44%) |
| Total | 261,547 |
| Rate Base | 225,000 |
| Paid | 100% |
| Frequency: | Bi-Monthly |
| Cover Price | $6.95 |
| Subscription: | $29.95 |
Successful Circulation Growth
Continuing Year-Over-Year Rate Base Growth:
I Need My Fine Cooking at Any Price
| Publisher Suggested Subscription Price |
Avg. Sub Price |
Avg. Issue Price |
|
| Fine Cooking | $29.95 | $28.56 | $4.08 |
| Bon Appetit |
$24.00 | $14.52 | $1.21 |
| Food & Wine |
$37.00 | $25.30 | $2.11 |
| Gourmet | $20.00 | $15.48 | $1.29 |
| Saveur | $29.95 | $18.29 | $2.03 |
#1 for Average Newsstand Sales Among Epicurean Titles
Distribution
Fine Cooking has broad and varied single copy distribution:
- 30,000+ retail outlets nationally
- 10,000+ supermarket pockets
- Food/Drug/Mass: Safeway, Stop & Shop, Whole Foods and Wild Oats
- Book Stores: Borders, Barnes & Noble
- Clubs: Costco
- Home Centers: Home Depot, Lowe's
- Airports: Hudson News, Paradies Shops
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