The Audit Bureau of Circulations’ Circulation Data Report 62.0 shows that the magazine sector has started to recover – and grow. Magazines showed an increase in sales of 10.7 percent that is a reflection of new entrants to the market and real growth.
Consumer magazines showed an increase of 5.5 percent but subscriptions declined by -9 percent. Copy sales were up 7.1 percent. The big winners were Bona at 22 percent, Lig at 11.4 percent and Drum at 9 percent. Readers’ Digest was a big loser, with a decline of 18.7 percent.
Top Billing magazine declined by a whopping 42 percent. “How do you manage that,” asked Thirdwave Media’s Bryan Gibson, who was making the presentation, “when you have your own television programme?”
Home-oriented titles performed well. South African Garden & Home was up 16 percent with SA Homeowner showed an increase of 13.9 percent. Tuis / Home grew by 13.1 percent, and Food and Home Entertaining grew from a total circulation of 36 820 to 40 331. Again, the trend was for single copy sales, up by 30 percent, while subscriptions declined by -12 percent.
“People might not be buying houses, but they’re certainly spending money on the ones they’ve got,” Gibson commented.
Women’s interest magazines grew by six percent overall but also saw slumps in some titles, and the demise of Psychologies magazine, due to publish its last in March, according to Gibson. Kuier was “off the charts” with a stunning growth of 121.9 percent. It’s total circulation grew from 13 232 last quarter to 29 360. It’s cover price of R7 in a tight market might have helped its phenomenal success.
Rooi Rose went up a serious 22 percent while English title, Marie Claire showed a growth of 19.2 percent. O, the Oprah magazine, declined by 20.3 percent. Move’s total circulation moved from 119 559 to 140 417. Perennial favourite, True Love, also looked good, with a total circulation of 88 699 from 81 770. And of course, Sarie, which grew its total circulation from 122 105142 008.
Women’s magazines saw subscriptions up by 7.1 percent, and single copy sales by 3.4 percent. Certainly a segment of print media that is looking good.
Motoring titles remained stable with Car magazine growing 11 percent while Auto Trader dropped by 14 percent.
Business titles were stable, with only Succeed magazine showing an upward trend from 19 211 to 21 671. Entrepreneur declined from 30 245 to 16 718 in terms of total circulation.
The free parenting magazines Cape Town’s Child, Joburg’s Child and Durban’s Child showed significant growth while the longstanding Living & Loving was 25 percent down.
In the sports and hobby category, Fitness magazine grew some muscle by moving up 26 percent. Kaizer Chief’s magazine, Amakhosi kicked up by a whopping 35 percent. Again, subscriptions declined by -14 percent.
Getaway magazine continued its winning streak with a growth 12.5 percent, moving from 51 969 to 58 451. SA Country Life showed an increase in circulation from 34 901 to 36 753 in the travel category.
TheMediaonline will look at the business to business sector next.
