ABCs: Grazia in 17.6% sales fall

ACP’s weekly fashion title Grazia has seen its average sales fall to around half of its initial launch numbers.

In today’s new data from the Audit Bureau of Circulations, Grazia averaged just 55,026 copies in the July to September period this year – down by 17.6% on the same time last year when it had sales of 66,804.

When the magazine first launched two years ago, ACP said it had sold 100,000 copies of its first edition with a target of 70,000 going forward.

As well as raising questions about the future of the title, which also dropped 6,000 copies on the April to June period, it also raises issues around the entire weekly fashion category.  

Prior to the GFC, News Ltd had been poised to launch Glamour magazine. Grazia’s poor numbers may signal to News Magazines that its competitor is ready to be picked off with a launch, or it may be taken as a signal that the market no longer has an appetite in that sector.

And Grazia’s poor performance is not the only issue that newly promoted MD Phil Scott will need to tackle. The seven biggest falls all came from ACP titles.

Yesterday Scott said that the company would be doubling its marketing spend to promote its titles.

Other milestones included ACP’s Zoo Weekly falling back below 100,000 for the first time.

Pacific Magazines’ Famous was the best performer, up by 6.4% to 89,233 – the only magazine to show growth. ACP’s Woman’s Day is still the biggest selling weekly with 392,503 copies.



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