The Most Popular Magazines in the United States: An In-Depth Overview

The magazine industry has undergone dramatic shifts in recent years due to declining print circulation and the rise of digital formats. Yet many major publications continue to maintain impressive circulation numbers, demonstrating the enduring power of magazine brands. This article will explore America’s most widely-read magazines and examine the factors driving their continued popularity and success.

The Leaders of the Pack

• AARP The Magazine — Circulation: 22,868,129
• AARP Bulletin — Circulation: 22,559,606

AARP’s mega-circulation magazines targeting Americans over 50 truly stand in a class of their own. Their circulation dominance reveals the strong readership and economic influence of the Baby Boomer generation.

• The Costco Connection — Circulation: 8,196,081

Distributed exclusively to Costco members, The Costco Connection magazine provides an engaging mix of lifestyle articles and shopping advice to complement the retail brand. Its vast circulation makes it the largest magazine available only through retailers.

• Better Homes and Gardens — Circulation: 7,644,011

This lifestyle and home magazine has been a staple for multiple generations of American women thanks to its broad appeal and trusted voice on homemaking topics.

• Game Informer Magazine — Circulation: 6,071,109

As the most widely read gaming magazine in the country, Game Informer highlights the massive audience and profits within the video game industry. Its distribution through GameStop stores contributes to its far-reaching circulation.

Major Mainstream Publications

Beyond publications aimed at niche demographics, major mainstream consumer magazines also continue to hold their own in terms of circulation.

• People — Circulation: 3,510,533

People’s coverage of celebrity and human interest news attracts a very wide readership, making it a fixture at supermarket checkout aisles. Its circulation also received a boost from special issues covering the pandemic.

• Good Housekeeping — Circulation: 3,176,066

In publication since 1885, Good Housekeeping is emblematic of the staying power and multigenerational appeal of legacy magazine brands. Its lifestyle content and product testing separates it from online outlets.

• Woman’s Day — Circulation: 3,107,596

Similar to Good Housekeeping, Woman’s Day has remained relevant for female readers for decades, giving it strong newsstand and subscriber circulation. Its blend of recipes, relationships and beauty/health advice fills an enduring niche.

• National Geographic — Circulation: 2,814,845

Known for its extensive photographic features and coverage of science, nature and global cultures, National Geographic represents a magazine brand that has successfully transitioned between print and digital formats while growing its circulation.

• Cosmopolitan — Circulation: 2,471,698

Cosmopolitan has long served as the go-to source on relationships, fashion and beauty for millions of young women, maintaining its popularity from the 1960s sexual revolution into current digital generations.

Niche Audiences and Special Interests

Alongside the big names, publications catering to specific reader interests also continue to put up strong circulation numbers.

• TV Guide Magazine — Circulation: 1,821,881

TV Guide remains the top source for television listings, exclusive interviews and entertainment news, appealing to TV superfans.

• Sports Illustrated — Circulation: 1,500,412

Sports Illustrated provides in-depth sports journalism, analysis and photography that diehard sports fans can’t get enough of.

• Family Circle — Circulation: 1,726,907

Family Circle’s family-focused content on cooking, parenting, health and homemaking has earned a loyal following among its target demographic of women with children.

• Reader’s Digest — Circulation: 1,527,644

In publication since 1922, Reader’s Digest has maintained a large readership base thanks to its inspiring stories, folksy humor and condensed articles useful for entertainment and life advice.

• Entertainment Weekly — Circulation: 1,113,080

For pop culture aficionados, Entertainment Weekly offers insider access into movies, TV, music and celebrities that can’t be matched by online outlets.

The Dominance of AARP

AARP’s publications aimed at Americans over 50, which make up the vast majority of magazine circulation, reveal a few key insights:

• Their circulation numbers dwarf every other magazine, highlighting the strong readership and economic power wielded by older generations with more free time and discretionary income.
• The 50+ demographic grew 68% from 1999 to 2016, expanding AARP’s potential subscriber base. Their circulation will continue to benefit from the large boomer population.
• AARP’s circulation reveals how valuable print remains for older readers, providing a convenient reading experience full of curated content.

The Staying Power of Established Brands

While predictions of print’s demise proliferate every year, the continued success of old, familiar titles reveals some Magazine Brand Strengths:

• Their established legacies, quality content and trusted voices help them retain loyal audiences across decades and formats. Good Housekeeping, National Geographic and Reader’s Digest demonstrate this durability.
• Specialized niche publications like TV Guide and Sports Illustrated are tailored to enthusiastic audiences who prefer print for their content.
• As screening tools for quality, magazines rely less on search algorithms and social trends, giving their curation an appeal.
• Tactile pleasures of holding a magazine appeal to demographics like older readers and women.
• Production values — photography, fonts, layouts — create an aesthetic experience impossible to match digitally.

Conclusion

Despite ongoing print circulation declines, popular magazines with mass-market appeal or specialized niches continue to attract millions of loyal readers. AARP dominates overall thanks to its sheer scale and target demo. But household names like Good Housekeeping and People retain cultural relevance. And publications focusing on entertainment, hobbies and lifestyles remain irreplaceable for print-devoted enthusiasts. The most widely-read magazines demonstrate the unique staying power of quality print publications.