ABCs: ACP Magazines’ two worst performers pulled from audit; Zoo continues fall
'Expertly curated'
'Engaged readership'
ACP Magazines has pulled its struggling soft porn titles People and Picture from being audited just three months after they were among the biggest falling weekly titles in the country.
People fell by 26% to 29,834, while Picture fell by 24% to 56,215 according to the previous set of Audit Bureau of Circulations data.
A spokesman told Mumbrella that it stood by the “expertly curated” titles, saying: “These titles are still very much part of the ACP portfolio. Many magazines don’t audit and in this case the advertisers are fine with that – and of course less administration is involved. Over the last year’s audits Picture and People sold nearly 4 million copies, at a $4.60 cover price, proving they continue to deliver on target with expertly curated content to their loyal and engaged readership.”
The brands are also extremely effective at delivering direct response for our advertising partners and will continue to do so.
However, ACP has kept faith with struggling men’s title Zoo Weekly which was the biggest faller last time, keeping it in the ABC for its latest data, where it was again the biggest faller. Zoo Weekly fell by 22.92% to an average circulation of 63,276 in the period of April to June compared to the same time in 2011.
Classified title Quokka dropped by 22%, with no indication on whether the shortfall is made up online.
ACP’s Grazia has dropped to less than 50,000 for the first since its launch in 2008, when it debuted with 70,000 sales.
The only slight success story this quarter was Pacific Magazine’s title Famous with an increase of 3.43% to 93,534.
ACP Magazine’s weekly title Woman’s Day is still the biggest weekly title, and has the sixth largest circulation of any print product in Australia at 360,409, but lost 25,000 sales to fall by just over six and a half per cent.
ACP is currently the subject of intense speculation that it is about to be sold by owner Nine Entertainment Co to German publisher Bauer.
Women with fake breasts in obligatory red bikini three sizes too small – check!
Jokes lifted straight from The Simpsons – check!
Self-submitted photos from women to ugly to get a modelling contract – check!
13-year-old bogan “humour” – check!
Time to do something new ZOO? Check!
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It’s interesting that there are no people with more twitter followers than some of these magazines. At some point they are going to struggle to get people to do interviews if they can just tweet or facebook to more people than their readership.
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First time Grazia has gone under 50,000? Hahahaha it has never been OVER 50,000, even at its “peak”.
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