Oprah Winfrey is focusing on turning around her new cable network OWN, but another Winfrey-branded project might need some attention. O, the Oprah Magazine, has seen a 32% plunge in newsstand sales, reports the New York Post.
Sales fell to 413,363 copies in the second half of 2011, down from 608,212 a year earlier, when her syndicated talk show was still on the air before ending its run in May 2011, the story points out. The sales figures represent the first six-month period without Winfrey having broadcast TV exposure, the article notes.
Total circulation also slipped, with customers declining 5% to 2.38 million, the piece adds.
“We knew that the turn away from the syndicated show would remove what was in effect a daily promotion for the magazine,” David Carey, president of O publisher Hearst Magazines, said, according to the story. The company plans to rely more on subscriptions, he said.
Winfrey’s magazine wasn’t alone in its trouble at newsstands. Overall newsstand sales fell 10%, the story notes, marking the third consecutive year of declines.
The story adds: “Of the top 25 glossy magazines in the country, all but four posted newsstand sale declines in the second half of 2011, according to the latest figures released yesterday by the Audit Bureau of Circulations.”