Ad Age Names Every Day with Rachael Ray a Launch of the Year

Ad Age gave two magazines the title of Magazine Launch of the Year and Every Day with Rachael Ray was one of them. Part of the reason for the award is that the magazine reached a total circulation of 826,597 in less than year. Since its launch in November 2005, "Every Day With Rachael Ray has more than doubled its rate base from 350,000 to 750,000 in August. Next February, the rate base will rise to 1.3 million."

Ad Age also noted that readers enjoy the magazine so much that they sign up for subscriptions in huge numbers. The newsstand to subscription ration is now 50/50 and they expect it to move to 35/65 by the end of 2007. For some context, the magazine executives expected a ratio of 85/15.

The magazine has also found success because it is sold in places that normally wouldn't sell a magazine like Rachael's:

RD executives were able to get Every Day into retail stores that in the past either didn't carry magazines at all or only carried niche titles. Every Day was the first magazine to grace Bed Bath & Beyond; Lowe's and craft store Michaels also broke new ground carrying the title.

The article also revealed that next month there will be an Anniversary Party hosted by GMC, Ann Taylor Loft and Absolut. Interestingly, I also found out that while advertisers can buy ads, they can't buy their way into the recipes themselves. Rachael is looking out for us!

Thanks to the Homesick Texan for sending me the article!