ABCs: Cleo and Cosmo struggle but will not merge
More than half of the 100 non-weekly magazine titles audited by the Audit Bureau of Circulations experienced a drop in sales according to figures released today.
Women’s magazines in particular struggled during the first half of 2013 compared to the same period last year, with all but three of the audited titles experiencing a dip in circulation.
Bauer Media’s Cosmopolitan and Cleo both saw a fall in circulation despite Cleo’s new editor Shari Markson overseeing a redesign of the title.
Cleo’s circulation decreased by 17.4 per cent from 92,206 to 76,163 while Cosmopolitan sales dropped by 17.5 per cent from 119,108 to 98,294. Bauer spokeswoman Deborah Thomas said there is “absolutely” no chance of the two publications combining. Matthew Stanton, CEO of Bauer Media, added in a statement: “We have invested heavily in Cleo and Cosmopolitan to better reflect the interests of their target demographic. With changes introduced in May (Cleo) and June (Cosmo) issues, we expect to see the impact in coming audits.”
Sadly for the magazine industry it’s simply going to have to fight a lot harder for people’s discretionary entertainment spend. I’d say it’s a category now getting soundly beat by pay TV, cinema, games and mobile (arguably not digital because much of that is free.) Mags are going to have to markedly improve their covers and content and learn to settle with diminishing circ and advertising revenues. After all, they’re 20th century entertainment competing in the 21st century…
Please report correctly – there’s a difference between National Geographic and Australian Geographic. You meant to say Australian Geographic had a decline in circ of 8.3%.Sharpen up.
Hi AJS,
Now fixed – thanks for pointing that out.
Cheers,
Tim – Mumbrella
Nick Chan and co have been trotting out the discretionary spending line since 2009. Time for a new songsheet.
Well good to see great, unique magazines are on the rise (Frankie and Gourmet Traveller). The decline appears to be in the garbage titles.
Better off without them.
I catch a lot of planes for work and due to the boredom of airports often buy a mag to pass the time – usually one of Bauer’s motoring titles or a fitness mag. I can honestly say the quality of the content has vastly diminished over the past 12-18 months…
Hi Tim, Australian Gourmet Traveller is listed twice, once with a drop of 8.6% and one with a gain of .7%?
That’s an excellent question, LW. I shall investigate….
I suspect one may be Gourmet Wine, Tim.
Hi LW,
You’re rapidly becoming my favourite commenter. You are indeed correct. Duly updated.
Cheers,
Tim – Mumbrella
Aw, Tim, I feel so special! Careful though, Ad Grunt will get jealous…