The latest ABC circulations for Quarter 2 of 2011 were released late last week. The relevant media owners have been pretty apprehensive about these figures as the general feeling of us being affected by the double dip recession is being sited as one of the main reasons for advertisers to cut back advertising support and the consumer from purchasing more than one or two titles in a month!
The Media Shop unpacks the ABCS as presented by the Audit Bureau of Circulation.
There are a total of 830 ABC members ending 31 June 2011 compared to 828 ending 31 December 2010. This is made up of 506 Magazine titles and 316 Newspaper titles. Taking a look at the break down in more details, the below table depicts the sectors reporting, the circulations, the number of publications per sector and the average circulations.
When looking at newspapers specifically, the total circulation of newspapers fell by 14 000 copies quarter on quarter, and this was mainly from daily newspapers which have been offset against the Free newspaper gains. Media24 have issued a press release regarding these decreases explaining that their transition to a new system and resulted in a number of paid for subscriptions not been reconciled and therefore the auditors cannot take these copies into consideration. The Afrikaans newspapers and Daily Sun and City Press have been affected by this. They have advised that this issue will be resolved by the Q3 release. Bearing this in mind, herewith the detailed circulation figures:-
Looking at daily newspapers in more detail – it is evident that there were 126 000 fewer copies sold than the same period a year ago and 70 000 less than Q1 of 2011! It is evident that the Afrikaans newspapers have dropped the most in percentage terms (17%) while the vernacular titles have gained slightly. 10 titles declined, eight remained static and only one title grew.
Total circulation reflects a dramatic increase of 15% compared to the previous year, continuing the trend reflected in the previous quarter. Copy sales have increased by 16.4%. The overall increase in circulation was directly attributable to the significant increase in the circulation of the two largest titles.
Circulation declined by 4.4% over the prior year, but equivalent to the previous quarter. Four titles increased circulation while five remained static and 14 declined.
Of the six largest titles only Ilanga Langesonto showed growth.
Overall, there was stable performance with no real growth
Total circulation grew by 8.7%, because of new entrants. Real circulation remained static.
The Times grew paid circulation significantly, both in copy sales (38 237) and subscriptions (76 258), although until recently subscriptions could only be obtained as part of a twin offering with the Sunday Times.
Moving onto magazines: The total circulation declined significantly, resulting from the loss of 2 titles from the ABC data. Vuk’uzenzele, a free government title resigned, prior to converting to a newspaper and Vodaworld magazine did not publish during the year, although has since restarted under a new publisher.
Whilst total circulation increased by 7.7% because of new entrants, real circulation declined by 3%. Whilst Copy Sales increased by 1.3%, subscriptions declined a disappointing 20%! Free circulation increased by 70%, mainly the result of new free circulation titles.
– Business and News: The category reflected an overall decline of 8%. Succeed magazine was the only quarterly reporting magazine to reflect an increase (+12.2%). Entrepreneur (-33.9%) and The Thinker (-11%) reflected the largest declines
– Family Interest: Drum (+14%) reflected the largest increase. The Crest (-14%) and LIG (-13.7%) reflected the largest declines. Subscriptions declined by more than half, the result of 1 title (Taalgenoot) changing frequency and will report in December 2011.
– Home: Sarie Woon (reporting annually) grew 18.4%, Elle Decoration (reporting 6 monthly) grew 7.6%, and Tuis/Home (reporting quarterly) grew 8.5%. Top Billing declined by 44%!
– Male: Stuff magazine grew a significant 29%, while Men’s Health declined by 16% and FHM by 11%. All categories reflect little change in spite of a new entrant (Playboy).
– Motoring: Total category increased by 4%. Commercial Trader (+35%) and Leisure Wheels (+9%) reflected the largest increases. Auto Trader (-14%) reflected the largest decline.
– Parenting: Mamas & Papas (+38.6%), Joburg’s Child (+15%), and Baba & Kleuter (+14%) showed the largest increases. Living & Loving (-16%) reflected the largest decline.
– Sport & Hobby: Category declined by 6.5%. Fitness Magazine (+20%), Amakhosi (+19%), and Runners World reflected the largest increases. Golf Digest declined 70% because of the loss of World of Golf contract. Kick Off declined 17%.
– Travel: Of the reporting titles, Travel Ideas (reporting annually) reflected the largest increase of 31.5%, while Weg/Go reflected the largest decline(-7%).
– Women’s General: Overall category declined by 2.5%. Kuier grew by 108% (all in Copy Sales!), Elle by 17%, and Move! by 11%. Your Family (-17%) and O, The Oprah Magazine (-13%) reflected the largest declines.
Business 2 Business Magazines
While overall circulation declined by 3% , real circulation declined by 2%.
– B2B – Hospitality, Catering and Tourism: Category declined by 16.5%. Southern African Tourism Update (reporting 6 monthly) increased by 14%. Conference Venues (reporting annually) declined by 41%, and Business Traveller Africa by 15%.
– B2B –Industry: Of the reporting titles, Cold Chain (reporting 6 monthly) increased by 24%, and Northern Cape Business (reporting annually) declined by 22 Interesting to note that a significant switch occurred from bulk to individual distribution.
– B2B –Management: Of the reporting titles, HR Future reflected the most significant increase of 29%, although down on the previous quarter. Bulk distribution declined significantly, because a large title ceased publishing (Big News for the Business Owner).
– B2B – Retail: Front shop increased by 25%, while Trader’s Friend declined by 9%.
Overall decline of 4.7% was impacted by the loss of a large title (Vodaworld). Real circulation increased by 5%.
– Custom – Entertainment: Category grew by 13%. Dish compact grew by 46.6%! M fell by 25%.
– Custom – Leisure: Category declined by 9%. Private Edition (reporting annually) increased by 15%. The Blue Train declined by 22.6%, and Taste (reporting 6 monthly) declined by 11%.
– Custom – Retail: Club X (+72%!) , Reality (+60%!), and Foschini Sport (+38%) showed the highest growth. A Plus (-13%) and Jet Club Magazine (-12%) reflected the largest declines.
– Custom – Free Magazines: Total circulation has been significantly impacted by the resignation of Vuk’uzenzele, which has converted to a free Government newspaper. Real Circulation is stable.
Republished with the kind permission of The Media Shop.
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