Don't Give Up on 'Us'
Lisa Granatstein MediaWeek News

Us Weekly last week reported a substantial increase in its newsstand sales to the Audit Bureau of Circulations, just as contract negotiations between publisher Wenner Media and Us editor in chief Bonnie Fuller began in earnest. Fuller's one-year contract is due to expire the first week of March. Given Us' impressive recent circulation performance, an extended new contract would appear to be in the best interests of Fuller, Wenner and the company's publishing partner on Us, the Walt Disney Co.

Us Weekly reported to ABC that its total paid circulation in the second half of 2002 grew 19 percent to 1.1 million compared to the same period a year earlier. Single-copy sales shot up 55.2 percent, to an average of 505,005 copies.

Fuller's current contract includes incentives based on newsstand sales. The bonuses are said to kick in whenever single-copy sales of Us surpass 300,000 to 325,0000, according to sources familiar with the situation.

By that measurement, Fuller has had a rewarding first year at the helm. Wenner reported that of the 22 issues of Us published during the second half of last year, only two sold fewer than 400,000 copies on stands. The Nov. 1 "Nicole & Russell" issue sold 392,000 copies, and Nov. 25's "The Bachelor" edition moved 396,000. Us' best-selling issues in the latter half of 2002 included Aug. 1's "J.Lo & Ben," which sold 503,000 copies, and Dec. 23's "Britney & Justin" (591,000). In January, Us raised its circulation rate base from 950,000 to 1.05 million.

"Before Bonnie, we were clicking our heels when [newsstand sales] got to 350,000. Our expectation level is now 50 percent higher," says Kent Brownridge, Wenner senior vp/general manager. "Bonnie truly edits for the readers ... [she] knows them and is one of them."

Almost overnight, Fuller revitalized the magazine, concocting a formula of celebrities, style and entertainment news. "We felt there was a hole in the marketplace," says Fuller. "We got positive feedback from the readers, and we were able to build on that."

Wenner last year upped Us' newsstand draw 25 percent to 1.25 million and added 20,000 more display racks for a total of 130,000.

"It's a fantastic gain," Dan Capell, editor of Capell's Circulation Report, says of Us' second-half figures. "It's time to renew the editor."

Wenner executives would not comment on the contract negotiations. Fuller is also circumspect, offering only: "I'm having a wonderful time, and I'm thrilled to be here."

Us' ad business is also picking up momentum. Over the first four issues of this year (through Feb. 3), ad pages are up 10.3 percent to 75, reports the Mediaweek Monitor.

"Us has done a good job finding an identity for that magazine," says Karen Jacobs, executive vp/director of print investment at Starcom Worldwide. "I know what to expect when I pick up that book, and that's always good news for a magazine brand."

Despite Us' solid growth, its primary rival, Time Inc.'s People, is more than holding its own. Under managing editor Martha Nelson, who moved over from In Style last April, the weekly in the second half of 2002 had 16 consecutive issues that averaged a 60 percent sell-through and sold an average 1.5 million copies per issue. While the title is expected to report a 2.4 percent dip in total second-half circ to 3.6 million, People executives attribute the decline to the huge numbers for two issues following the Sept. 11 attacks, which together sold nearly 6 million copies. If average sales of 1.4 million are substituted for those two blockbuster issues, total paid circ in 2002's second half would have been flat, People executives say, with newsstand sales up 3.5 percent.

New celebrity entry In Touch Weekly, from Bauer Publishing, will announce today that it will raise its rate base from 250,000 to 350,000, beginning with the April 14 issue.