Newsstand sales during the fourth quarter, 2015 declined by 7.6%, a sharp reduction in the sales falloff that the industry experienced during the first half of 2015, and a more than two percentage point improvement over the third quarter decline. In aggregate, the group of titles ranked between 100 and 1,000 actually increased in sales during the fourth quarter, 2015 when compared to the sales of titles that fell within the same segment during fourth quarter, 2014.
However, the industry still experienced a 13% dollar sales drop during 2015. As mentioned when we presented the first half 2015 sales numbers, part of that double digit decline can be contributed to the fact that MagNet had overestimated 2014 first half sales, the period during which Source went out of business. Accurate sales information was unavailable in many of the accounts that were affected by the Source demise for that time period. Comparing inflated sales numbers in 2014 to 2015 results would lead to higher percentage declines.
We have often commented that consumers will buy magazines at the newsstand, as long as the content is interesting to them, and they see value in the magazines that they purchase. To that point, a new subject category that has really caught fire on the newsstand is adult coloring books. While they did well in higher priced book form, the subject matter is doing very well in the magazine format. In the fourth quarter of 2015, more than $10 million was spent on adult coloring magazines. Similar to the book-a-zine phenomenon, this is just another sign that the newsstand can generate significant sales of quality magazine titles with great content that pique consumers' interest that aren't available through subscriptions at a cheaper price. We also see unit and dollar sales growth in many regional titles that are more likely to have their newsstand cover prices and subscription prices at similar levels since they aren't normally tied to rate bases for advertising purposes.
We would urge those publishers who have lost interest in the newsstand business as they shifted their focus to digital, and have learned that the investment in that platform is difficult to monetize due to lack of advertising revenues, to rethink their position relative to print and the newsstand. If you can produce good quality titles with relevant content and provide it to consumers at a price that provides value, you can make money. Many publishers who follow this formula are doing well at the newsstand.