Re: Weekly Shounen Jump [2009] - Discussion & TOC Talk v.3
No actually, they do not want to challenge Magazine. Magazine does not want to challenge Jump. Jump deliberately targets a younger demographic, they have been the magazine for tweens since launching. Magazine has targeted older readers for almost as long. Both are happy to welcome other demographics, generally featuring a few series that appeal to them. Fairy Tail and Tsuabasa come to mind for Magazine. The point is: neither are in direct competition. They don't have to worry about losing readers to the other. Not surprisingly, they are the only two magazines with stable readership.
Sure both of them want to challenge the other. Remember that Magazine used to beat Jump at one time. Magazine wants to get younger readers because thsoe younger readers will then become young adults with more disposable income (as supposed to older readers who have bills to pay).
And Jump will want to try and maintain its younger readers as they grow up while also grabbing new readers. Of course they want to diversify their audiences more. That doesn't mean they'll turn their back on their traditional audience (of course they won't), but they'll certainly give more opportunity to something that can bring in a new audience.
And of course Jump has more older readers then Sunday. It has over 2,000,000 more readers >.< Percentage is listed, not numbers, for a reason. The percentage shows that Sunday tries to appeal to all demographics while Jump does not. Circulation just says that more copies of Jump are delivered to newsstands then any other magazine. BTW: circulation isn't the number of people who read a magazine, they are just the amount shipped. Considering magazines aren't meant to turn a profit up to half of what is shipped could be disposed of by the store.
That's not how it works, though. This is the problem with percentages, they're easily manipulated. The percentages doesn't 'show' that Sunday appeals more to all demographics. The smaller your audience, the more rapidly percentages will shift. What it actually shows is not that Sunday appeals more to all audiences, but just that it appeals less to all of them. It doesn't have one audience that it does particularly well with. That's not to say it does horribly, but it's not doing anything particularly well. Jump actually appeals more to adults than Sunday, despite Sunday selling a slightly higher percentage of its magazine to older readers.
As far as the difference between shipment and sell-through, it's not quite that drastic. Yes, circulation numbers don't necessarily equal the total sales, but while magazines may be sold without concern for profit, stores certainly aren't charities. If they're selling around 50 copies of a magazine a week, they won't keep ordering 100 copies. Over time, we can expect the circulation numbers of a magazine to be roughly equivalent to how well it is doing.
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