ABCs: Weekly magazines see double digit declines
The weekly magazine market continues to see major decline in circulation with titles such as Zoo Weekly, That’s Life, Famous and OK! all recording year-on-year double digit declines.
The Western Australian classified title Quokka saw the greatest fall down 31.3 per cent for the second quarter of 2013 compared to the same period last year.
Men’s magazine Zoo Weekly also posted a major fall dropping 25.9 per cent from 63,276 to 46,871.
Meanwhile the weekly women’s category also saw continued declines with OK! down 14.6 per cent, Famous dropped 14.4 per cent and That’s Life fell 8.9 per cent.
Yes, the magazine industry is viable. However it needs to model itself on the TV industry which, if you can say anything about it, is on the zeitgeist. Launch when needed, cull when needed. Sorry, but look at those dowdy old titles all not doing well, it’s hard to have too much sympathy. There’s not a newcomer amongst them. If the mag industry can’t become fast and adaptable (like TV and digital) then it will fast go the way of the dinosaur. Although, as a side note, it appears the only mags that are viable are overseas licenses where the editorial costs are low. Not good for local jobs, sadly…
Why no mention of EMMA anywhere Mumbrella?
Hi Eh?,
We have done a preview piece here: https://mumbrella.com.au/media-buyers-reserve-judgment-on-new-readership-metric-emma-but-question-cost-173006
However, the data is embargoed until MOnday.
Cheers,
Tim – Mumbrella
Furthermore, in response to Deborah, you are allowed to include your digital editions, especially as they’re replica. And there’s nothing stopping you from just telling us how many there are anyway, you don’t need to wait for an audit.