The Costco Connection, Costco’s beloved membership magazine, has captured the hearts of consumers across the nation. With nearly 17 million copies mailed each month and a distribution of about 300,000 through warehouse locations, it ranks as the third-largest magazine in the United States. High-profile figures such as Oprah Winfrey and Oscar-winning actor Tom Hanks have eagerly participated in interviews for the publication.
According to The New York Times, executive members of Costco pay double the annual fee to enjoy the monthly magazine and other perks. Currently, the magazine’s monthly mailing count stands at an impressive 15.4 million copies, significantly exceeding the combined distribution of publications like Better Homes & Gardens, The New Yorker, and The Atlantic, falling just behind AARP The Magazine and AARP Bulletin. Furthermore, its circulation is on a steady growth trajectory.
Established in 1997 and renamed The Costco Connection in 2018, the magazine highlights exclusive discounts and benefits for executive members, encouraging consistent engagement from shoppers.
Costco reports that the average household income of its magazine readers is $179,000, with 92.6% being homeowners. Incredibly, over 94% of the audience trusts the magazine’s content, and more than 90% of members renew their subscriptions annually. The New York Times describes the fervor Costco has fostered among its consumers as almost a religious devotion, with the magazine serving as their “Bible.”
However, even longstanding institutions need to evolve. The magazine’s production costs are rising due to increased paper prices and postage expenses. Senior Vice President of Marketing and Membership Services, Gruening, stated, “We currently have no plans to discontinue the magazine, but we aim to expand our digital presence and increase circulation.”
The magazine also features numerous stories about executive members that enhance a sense of pride and exclusivity. For instance, Paula Skaggs and David Liebenson chose a Costco location in Chicago for their engagement last November, which was recently highlighted in the magazine. Skaggs reminisced about celebrating with the iconic Costco hot dog and soda combo and later wrote an article to share their engagement news with friends and family—some of whom suggested he submit it to The Costco Connection. After emailing the magazine, he received a response months later announcing that his piece would be published in the September issue.