Men’s Health and The Economist head the list of “best circulation performers” for the 1990’s, as chosen by Capell’s Circulation Report.

Finalists were drawn from among CCR’s annual top 10 performers for 1990 through 1999. Selection criteria for the final cut included circulation growth (in some cases, in the context of a title’s competitive marketplace), rate base management, pricing, source mix, newsstand sales and efficiency levels and audit performance. In addition, ad pages were used as an indicator of cooperation between circulation and advertising sales.

Each magazine selected increased its circulation during a decade that saw the number of publications audited by ABC increase by 20 percent, while overall consumer paid circulation numbers remained constant.

1. Men’s Health Rodale’s Men’s Health saw circulation grow by 281 percent, from 437,000 in 1991 to 1.67 million as of first-half 1999. At the same time, the title’s basic price increased by 35 percent, from $17.70 to $23.94, and its percentage of subs sold at basic was built up from 1 percent in 1991 to 78 percent by decade’s end. Single-copy sales rose by nearly 270 percent, to 424,900, while sell-through improved by 12 percentage points.

2. The Economist The Economist saw North American circulation grow by 74 percent during the decade, to 315,300 as of first-half 1999. Basic price increased by 28 percent, to $125 (average subscription price paid: $108.32). Average newsstand sales doubled, to 30,000, while a 50 percent efficiency was maintained. Ad pages increased by 34 percent, to 3,100 as of last year.

3. YM YM’s circulation leapt by 120 percent during the ’90s, to 2.2 million as of first-half 1999. Newsstand sales rose by 224 percent, to 645,200, while sell-through improved by 12 points, to 56.3 percent

4. Barron’s Although it doesn’t claim a rate base, this Dow Jones business title increased paid circulation by 22 percent, to 306,100, between 1990 and first-half 1999, and has seen ad pages grow by 10 percent annually over the last few years, to more than 2,200. Basic price increased by 46 percent, to $145 dollars, and the percentage of subs sold at basic stayed steady, at about 50 percent. Single-copy sales rose by 6 percent, to 129,400, while efficiency increased by 11 points, to 61 percent Cover price rose by 40 percent, to $3.50.