News

ABCs: Woman’s Day circ slips below 250,000 amid more category declines

Australia’s biggest selling weekly magazine Woman’s Day saw its circulation slide below 250,000 for the first time according to the latest circulation data, with the category suffering hefty declines again.

womans-day-nov-16

The magazine suffered a 13.5% year-on-year decline, going from shifting an average of 288,186 copies a week in the July to September period last year to selling an average of 249,244 copies a week in the same period this year.

In more positive news for the magazine, Woman’s Day increased its digital subscriptions by 15% year-on-year, gaining an extra 367 subscribers growing from 2,447 to 2,814.

The latest Audit Bureau of Circulations figures show rival New Idea also posted a print circulation decline, with the masthead slipping closer to the 200,000 mark after a decline of 15.3% year-on-year.

The Pacific Magazines owned title reported a July to September circulation of 211,855 from last year’s circulation of 250,111.
New Idea also struggled with its digital sales, down 31.1% year-on-year from 1,466 to 1,010.

Pacific Magazines’ Who has saw its print circulation slide 13.9% during the July – September period, dropping from 96,207 copies sold a week last year to 82,789 this year – that’s a drop of 13,418.

Who front cover

However, quarter on quarter the title actually had a very modest increase in sales, up from 82,097 sold on average a week in the March to June period to 82,789 in July to September – that’s an extra 692 copies on average sold a week.

It wasn’t so positive for the celebrity magazine’s digital sales, with subscribers to its digital replica sales down 37.3% year-on-year from 1,259 to 789 – that’s a loss of 467 digital subscribers.

Rival NW, owned by Bauer Media, also saw a drop in print sales, with its circulation dropping year-on-year 15.6% from 62,557 in July to September last year to 52,807 in the same period this year.

Although declining in weekly print sales, NW did grow its digital replica sales, up 8.3% from 711 in July to September 2015 to 770 this year.

In total, the number of print weekly magazines sold dropped from 1.149m per week in the July to September period of 2015 to 1.279m in the same time period this year –  a total drop of 166,538 (13%).

Bauer Media’s OK! posted the largest print circulation declines, with sales plummeting by 18.6% year-on-year from 59,022 to 48,029.

Pacific Magazines’ That’s Life managed to hold its lead on rival Take 5, owned by Bauer Media despite a circulation drop of 7.8%.

That’s Life reported a July to September circulation of 161,557 down from last year’s 175,152 while Take 5 saw its circulation drop by 13.3% dropping from 155,727 to 135,061.

TV Week, owned by Bauer Media, saw its print circulation drop by 13.5% from 132,086 in the July to September period last year to 114,223 in the same time this year.

Once again, Yours had the smallest decline, only sliding by 5.1% leaving it with a total print circulation of 57,013 across the three months, down from 60,072 last year.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.