ABCs: Weekly magazines continue to dive

Zoo Stacked to the Brafters cover Brooke SheehanWeekly magazines covered by the Audit Bureau of Circulation have seen an across-the-board drop in circulation according to figures released today.

The numbers show that all 13 audited publications have lost sales since last year, and all but one saw a dip in circulation since the last quarter.

Pacific Magazines’ four audited titles That’s Life, Who, Famous and New Idea are all down on last year. New Idea was the only publication to increase since the last quarter, going up by 0.39 per cent from 293,031 to 294,165. Nick Chan, CEO of Pacific Magazines, said: “Product, marketing and distribution will continue to be our focus. We recognise that change is a constant and the teams are always trying to improve their product.” When asked if there would be any major changes in the wake of the audit number Chan said it was “unlikely” any publications would close down, adding: “All our weeklies are profitable.”

The magazine with the most dramatic fall is classified title Quokka, published by West Australian Newspapers. The magazine fell 27.6 per cent from 35,021 readers to 25,365 between 2012 and 2013. Since last quarter, it has lost 10.36 per cent of its audience.

Bauer Media Group’s Zoo Weekly also dropped significantly in circulation, falling 23.8 per cent from 65,632 to 50,021 and 14 per cent from last quarter. Bauer’s other titles also saw a decline with OK! dropping from just under 100,000 readers last year to 86,264. Take 5 fell from 200,496 last year to 178,761, a fall of 10.8 per cent. TV Week lost 7.8 per cent, NW lost 6.5 per cent and Women’s Day is down 4.6 per cent on the same period last year.

Bauer CEO Matt Stanton said there are no plans to close any of the publisher’s titles but there will be a strong push into online and mobile platforms. “The audit doesn’t take into account the online circulation, which is where many of our publications have a very strong presence. We aren’t planning on closing any of the publications because they’re such robust multi-platform titles. We are going to have a bigger push into mobile and tablet applications in the next year,” Stanton said in a statement.


ABCS march 2013 - weekly mags


For more on today’s ABC figures, download Encore on your tablet device.

Encore issue 13


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