MMAPayout has learned that the UFC Magazine will increase its distribution from 300,000 units to 325,000 due to the overwhelming success of its premier issue in July and the resulting retailer demand. The figure doesn’t include additional distribution at UFC events.
The UFC Magazine has just finalized its next six issues and will follow a bi-monthly release schedule starting in mid-November with issue #2 and then mid-January with issue #3.
Payout Perspective:
The following represent up-to-date statistics for magazines of a comparable demographic:
Sports Illustrated: 3,150,000 (weekly)
Maxim: 2,500,000 (monthly)
ESPN Magazine: 2,000,000 (bi-weekly)
Men’s Health: 1,800,000 (monthly)
Men’s Fitness: 725,000 (monthly)
WWE: 300,000 (monthly)
UFC: 325,000 (bi-monthly)
Additionally, I’ve been pointed to the Echo Media Services website which features a comprehensive list of circulation figures established all within the last couple years.
The UFC magazine is yet another example of the UFC’s initiative to diversify its revenue streams and become less reliant upon event-related revenues (which in the past have accounted for nearly 75% of all Zuffa revenues). However, the magazine is also important because of its corollary effect and its advertising ability.
The UFC magazine is another tool with which the UFC can push its target audience to PPV and TV offerings through reminders, human interest pieces, and building storylines. We’re not talking phony WWE storylines, but legitimate behind-the-scenes offerings that should help draw interest and viewership. Furthermore, the UFC magazine gives sponsors yet another avenue to advertise to the MMA demographic and hit them with a more traditional message.
Look for the UFC’s current momentum to help carry the magazine to even higher distribution levels over the next few years. It’s quite likely that following the next six issues, the UFC magazine will have enough of a following to drop once a month.
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