ABCs: Grazia biggest annual faller again
Fashion weekly Grazia’s sales decline has continued with the magazine again the biggest faller in the new set of Audit Bureau of Circulation data for weekly magazines.
Grazia, published by ACP Magazines, saw a fall of nearly 17% to an average of 53,588 editions for the first three months of the year compared to the same period in 2010. However, the period-on-period situation is more stable, with sales actually up a fraction on the 53,511 for the three months at the end of last year.
New editor Kellie Hush came on board earlier this year. Last month she told Mumbrella that her strategy to reverse the decline was to widen the appeal of the title “beyond the CBD”.
The next biggest faller was ACP’s soft porn title Picture, which was down 15.5%.
Next came ACP’s TV Week, down 11%, followed by Zoo, down just over 10%.
The only title to show an increase was Pacific Magazines’ Famous, up 2.5%.
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I bought this week’s Grazia. The content is certainly not worth the $6 pricetag.
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Why pick on Grazia? I wouldn’t say there was much happy reading among any of those figures. Looking at those top six, I reckon there’d be sullen faces and cold corridors over at Park Street today.
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@Anna so shocked to learn it has a $6 price tag as I don’t indulge in that particular magazine!
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Would have thought Park St on Foxtel would have fixed up ACPs troubles. Bring back Ita to Park St. It’s all bad news there right now
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For me, that’s the most obvious issue preventing Grazia’s rise: $6 should buy you a monthly magazine, not a weekly one. It’s too dear.
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As a Newsagent I am not surprised by Grazia’s decline. This was destined from the first issue. It does not stand out enough for people to either swing from another magazine, buy it on impulse or buy it combined with other weeklies. For this reason it is receiving very little display space at the Newsagent because we prefer to market and give premium space to magazines that will turn fast.
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Magazines sales will continue to decline as tablets and the ability to read all this trash info online for free anywhere at anytime becomes more prevalent.
The sooner these publishers face up to this fact and start exploring new ways of delivering content the better off they will be.
Personally I wouldnt even pay a dollar to read these bogus made up stories each week of celebrities breaking up, making up and so called “baby bumps” from a “source close to….”
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Well said @nev
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Move it beyond the CBD, please explain (Pauline Hanson voice)
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Just @Logic on the Ita Buttrose movie… that’s what an old redundant dinosaur the magazine industry in this country has become – the ABC now makes documentary movies about it!!!
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@ Keef You’re right the Ita movie was a great show, but highlights the fact that magazines used to be quite cutting edge and are now the same, tired old stories and formats being regurgitated each week/month. We still struggle to get decent proposals from them that actually integrate online
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