ABCs: Yours posts decline in first year-on-year comparison as celeb titles take another tumble
Celebrity magazines were again the hardest hit amongst weekly magazines which posted declines across the board according to latest Audit Bureau of Circulation figures.
Bauer Media’s Yours, which launched in February last year and is reporting its first year-on-year numbers had a decline of 1.60 per cent in the April to June period.
The magazine, which is targeted at women in their 50s, now sells 60,146 copies a week compared to 61,123 for the same period last year.
It is largely a positive result for the title when alongside all of its more established peers in the audit which all, with the exception of Take 5, posted declines of greater than five per cent.
Bauer Media’s celebrity and gossip title NW suffered the greatest, posting a decline of 18.8 per cent, with its weekly sales diving to 65,014, compared to its circulation of 80,030 copies a week in the same period last week.
Bauer’s glossy celebrity title OK! also posted double digit declines, with its weekly sales figure sliding by 10,611, a drop of 14.70 per cent, to a circulation of 61,401 titles.
Pacific Magazine glossy celebrity rival title Who still suffered, but remained in the triple figure circulation range despite a decline of 7.10 per cent. The magazine posted a circulation of 100,484, down from 108,126 in the April-June period of 2014.
The publisher’s celebrity and gossip title Famous saw its weekly numbers drop by 8.20 per cent, down from 62,105 copies a week to 57,021.
Pac Mags boss Peter Zavecz did not acknowledge the latest weekly magazine circulation decreases, focusing instead on the success of the wider magazine brands.
“Our magazine brands remain an incredibly powerful, meaningful and effective platform. Our total audience numbers across our many touch points are growing because of the love, trust and the enduring bond these brands have built with Australian women,” he said in a statement.
Pacific Magazine’s true life magazine That’s Life saw its circulation figures slide by 7 per cent but remained ahead of Bauer competitor Take 5.
That’s Life posted a weekly circulation of 180,676 down from last year’s circulation of 194,217 while Take 5 posted a circulation of 157,483, a drop of 4.6 per cent from last year’s circulation of 165,031.
In the women’s space, Woman’s Day holds onto a circulation above 300,000 despite a drop of 8.4 per cent but remained ahead of Pacific Magazines’ New Idea which posted a circulation of 258,407, a decline of 8.2 per cent compared to last year’s circulation of 281,514.
Miranda Ward
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Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Hey Mumbrella, are you able to include circ figures on other monthly mags such as the lifestyle ones, to get a broader idea of how they are fariing please? Thanks!
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Hi Journo – these are the weekly(ish) mags, the full wrap for the monthlies can be found here: https://mumbrella.com.au/abcs-non-weekly-mags-sell-7-4-fewer-copies-as-frankie-sees-another-circulation-decline-312123
Cheers,
Alex – editor, Mumbrella