ABCs: Carnage for monthly mags with big drop for Dolly

dolly mag 2011ACP’s 40 year old teen magazine Dolly saw its circulation drop by a painful 27% in the latest round of magazine circulation numbers published today.

The magazine’s sales dropped from more than 140,000 per edition in 2009 to just over 103,000 in 2009 – the biggest percentage fall of any monthly title.  

The fall for Dolly – which still leads the teen market –  is a rapid turnaround on a year ago when it recorded the third biggest increase, up 18%. The decline coincided with the arrival of editor Tiffany Dunk, who replaced Gemma Crisp and inherited a decision by ACP management to reduce the number of tip-ons which tend to drive short term sales increases.

Meanwhile, Crisp is now the editor of sister title Cleo, which fell by 14%.

It was a brutal set of numbers for the whole magazine industry, with 30 non weekly titles recording a drop of more than 10% of their circulation according to the Audit Bureau of Circulations.


Only nine magazines grew circulation by more than 10%, led by Morrison Media’s Frankie, up 32.57%.



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