Is commitment to yoga driving magazine sales?

Wednesday 27 February, 2008

yoga journalThe world economy is taking a nose dive. But is the yoga world immune from the doom and gloom? Latest circulation figures for best-selling yoga magazine, Yoga Journal, would suggest the answer could be 'yes'.


The top US title saw a 5.8 increase in circulation from July to December 2007 from the same period the previous year - not a huge leap, but a significantly greater one than other magazines in the same publishing group. These include Self, Shape, Health and Natural Health.

The first two issues of 2008 were record-breaking in the number of advertising pages the magazine carried, and the amount of revenue they generated.

So why is Yoga Journal bucking the trend? Interestingly, the title's publisher, Bill Harper, puts it down to yoga practitioners' commitment to their practice.

He says: "Yoga practitioners are devoted both to their practice and to our magazine. Our advertising and circulation keep increasing because, recession or not, people will give up many thing, but keep their yoga practice going.

"We are not a discretionary magazine, but an integral part of people's health and wellness programme."

Harper could well have hit the nail on the head: serious yoga practitioners don't just dabble with yoga, as a gym-goer would pop to the health club a couple of times a week. It's an integral part of their lifestyle, from the food they eat to the job they chose.

And there's no doubt the readers are out there and growing by the year: Yoga Journal, which was founded in 1975, has tripled its paid circulation since 2000, to 360,000.




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