ABCs: Elle outstrips Vogue in first audit as Cleo and Dolly see double digit decline
Elle Australia has overtaken Vogue in the monthly magazine market as high fashion magazines stabilised while titles such as Cleo and Dolly saw more dramatic declines.
The Audit Bureau of Circulation figures for the six months to December 2013 saw Elle’s circulation figure at 61,010 copies since Bauer Media launched it in September, proving more popular than Vogue Australia despite Vogue’s circulation dropping just 2.3 per cent from 51,291 to 50,129.
High fashion glossies proved more stable than others, with Harpers Bazaar growing in circulation by 0.4 per cent, and many of its competitors hovering just above or below the line.
Bauer has also moved to merge the teams for titles Cleo and Dolly, but both suffered big drops again as Cleo’s circulation fell 17.4 per cent to 66,325, and Dolly, which was relaunched this month with a new look, dropped by 22.3 per cent to 70,083.
Cosmopolitan, another publication from Bauer aimed at women 18-34, also dropped 14 per cent in sales to 90,450.
Media analyst Steve Allen, of Fusion Strategy, said these titles were more vulnerable than others.
“I never thought I would see a number like that but the kind of editorial that Cleo has is freely available online, largely, so it’s under more attack than others,” he said.
There were even steeper declines for the younger demographic as Girl Power, published by Next Media for a “tween” audience of 7-13 year olds, dropped 24.8 per cent on last year and Pacific Magazines’ Girlfriend, aimed at girls 12-17, dropped 23.3 per cent.
However there was success for Bauer’s Women’s Fitness, which saw a 21.4 per cent rise in circulation from 50,372 to 61,143 in the latest audit period. The title launched in September 2012 is edited by Rachel Sharp, and its deputy editor, Lucy Cousins, moved to Cleo and Dolly when Bauer merged the publications, and former Cleo editor Sharri Markson and Dolly editor Tiffany Dunk departed.
There was more good news for Bauer’s Real Living magazine, winner of the overall excellence award from Publishers Australia in November which enjoyed an 8.1 per cent growth spurt to 81,103 copies. Women’s Fitness also won a Publishers Australia award for launch of the year for a circulation over 20k.
And Family Circle, published by Pacific Magazines, was up 26.4 per cent in circulation from 84,358 to 106,600 in the six months to December.
There was also a good turnaround story for Super Food Ideas, published by News Life Media, as circulation grew by 4.2 per cent, after a series of declines in previous audits, Allen said.
“There are some pleasant surprises, and about a dozen magazines have grown,” he told Mumbrella.
“Some of those keep turning up in the growth list. Frankie has been there two or three years, Real Living is generally in that top list and recovering, and that’s partly because it’s been closely associated with The Block and now there are two series around they get a bit of a lift and that’s their marketing, and good luck to them.
“From the day that magazine was launched it knew exactly what it’s purpose in the market was and it’s pursued it and it’s generally gone in one direction, upwards.”
However, on the whole, Allen said it has not been a good audit for magazines.
“Even when you allow for the ins and outs, and you make adjustments, which do make a meaningful difference, the losses have accelerated in this half year and some of the losses are very large, in the high teens or early 20s.
“So the magazine industry hasn’t yet stemmed consumers resistance to paying the cover price. Hopefully that will happen soon, but with headline loses of over 11 per cent, and adjusted losses over five and half per cent, its still quite a serious loss, it’s not as bad as it has been but it’s still quite a serious loss.”
Readers Digest, which had seen falling circulation in previous audits, has pulled out of the audit and was absent in the latest circulation figures.
Matthew Stanton, CEO of Bauer Media, said: “The latest ABC audit and Emma readership survey show a resilient Australian magazine market with growth in several key segments. We’re encouraged to see total magazine readership grow by one per cent since the September survey, as magazines continue to be the best medium for engaging with women.”
Tech Life magazine which was bought by Future Publishing from Bauer in August suffered the heaviest loss losing 45 per cent of its circulation and dropping to 14,898, whilst Fairfax’s AFR Smart Investor dropped 30 per cent to 35,045 from 50,105 in the corresponding audit.
Monthly magazine circulation, biggest monthly falls:
| Non-weeekly magazines, greatest fall to smallest fall: | |||
| Title | July-Dec’13 | July-Dec ’12 | Change YOY |
| TECH LIFE | 14,894 | 27,219 | -45.30% |
| AFR SMART INVESTOR | 35,045 | 50,105 | -30.10% |
| GIRL POWER | 14,923 | 19,839 | -24.80% |
| GIRLFRIEND | 55,012 | 71,686 | -23.30% |
| GAME INFORMER | 40,926 | 52,816 | -22.50% |
| DOLLY | 70,083 | 90,175 | -22.30% |
| JUST BIKES | 21,556 | 26,875 | -19.80% |
| LITTLE ANGEL | 17,282 | 21,136 | -18.20% |
| JUST 4X4’S | 9,775 | 11,847 | -17.50% |
| CLEO | 66,325 | 80,321 | -17.40% |
| PC & TECH AUTHORITY | 13,843 | 16,633 | -16.80% |
| TOP GEAR | 50,229 | 60,007 | -16.30% |
| TOTAL GIRL | 41,291 | 49,222 | -16.10% |
| MANIA | 14,765 | 17,307 | -14.70% |
| UNIQUE CARS | 41,707 | 48,782 | -14.50% |
| COSMOPOLITAN | 90,450 | 105,212 | -14.00% |
| AUSTRALIAN MOTORCYCLE NEWS | 16,366 | 19,017 | -13.90% |
| AUSTRALIAN MOTORCYCLE TRADER | 17,261 | 20,011 | -13.70% |
| THE BIG ISSUE | 29,026 | 33,475 | -13.30% |
| DEALS ON WHEELS | 18,071 | 20,814 | -13.20% |
| BIG LEAGUE | 10,241 | 11,642 | -12.00% |
| DELICIOUS | 101,363 | 115,162 | -12.00% |
| 4 x 4 AUSTRALIA | 13,687 | 15,299 | -10.50% |
| CARAVAN & MOTORHOMES | 23,005 | 25,713 | -10.50% |
| APC | 18,467 | 20,605 | -10.40% |
| JUST TRUCKS & HEAVY EQUIPMENT | 10,550 | 11,731 | -10.10% |
| DONNA HAY | 87,374 | 97,033 | -10.00% |
| MODERN FISHING | 11,989 | 13,306 | -9.90% |
| AUSTRALASIAN DIRT BIKE | 19,942 | 22,034 | -9.50% |
| COUNTRY HOME IDEAS | 18,433 | 20,368 | -9.50% |
| STREET MACHINE | 39,212 | 43,213 | -9.30% |
| JUST CARS | 50,026 | 54,775 | -8.70% |
| AUSTRALIAN GOURMET TRAVELLER | 65,517 | 71,525 | -8.40% |
| AUSTRALIAN GEOGRAPHIC | 75,530 | 82,339 | -8.30% |
| MEN’S HEALTH | 65,311 | 71,053 | -8.10% |
| PREVENTION | 48,127 | 52,192 | -7.80% |
| WHEELS | 43,402 | 47,008 | -7.70% |
| MOTOR | 20,449 | 22,139 | -7.60% |
| HEALTHY FOOD GUIDE | 37,716 | 40,783 | -7.50% |
| GARDENING AUSTRALIA | 64,532 | 69,469 | -7.10% |
| WOMEN’S HEALTH | 86,080 | 92,596 | -7.00% |
| EARTHMOVERS & EXCAVATORS | 8,570 | 9,209 | -6.90% |
| RUNNER’S WORLD | 13,990 | 14,971 | -6.60% |
| WEIGHT WATCHERS | 50,559 | 53,618 | -5.70% |
| ROTARY DOWN UNDER | 28,636 | 30,297 | -5.50% |
| SPORT FISHING AUSTRALIA MAG | 6,964 | 7,369 | -5.50% |
| YOUR GARDEN | 42,757 | 45,157 | -5.30% |
| AUSTRALIAN PHOTOGRAPHY | 9,866 | 10,410 | -5.20% |
| FRESHWATER FISHING AUSTRALIA | 10,677 | 11,257 | -5.20% |
| CAMPERTRAILER AUSTRALIA | 8,432 | 8,889 | -5.10% |
| K-ZONE | 40,002 | 42,048 | -4.90% |
| AUSTRALIAN MEN’S FITNESS | 28,668 | 30,117 | -4.80% |
| AUSTRALIAN TRAVELLER | 10,015 | 10,484 | -4.50% |
| AUSTRALIAN AUTO ACTION | 10,030 | 10,478 | -4.30% |
| AUSTRALIAN WOMEN’S WEEKLY | 451,235 | 470,331 | -4.10% |
| COUNTRY STYLE | 62,015 | 64,389 | -3.70% |
| RM WILLIAMS OUTBACK | 62,133 | 64,524 | -3.70% |
| MONEY MAGAZINE | 50,077 | 51,970 | -3.60% |
| FARMS & FARM MACHINERY | 8,769 | 9,083 | -3.50% |
| AUSTRALIAN 4WD ACTION | 49,251 | 50,983 | -3.40% |
| VOGUE LIVING | 40,746 | 41,834 | -2.60% |
| FISHING WORLD | 14,131 | 14,472 | -2.40% |
| RECIPES | 107,522 | 110,027 | -2.30% |
| VOGUE AUSTRALIA | 50,129 | 51,291 | -2.30% |
| MARIE CLAIRE | 88,971 | 90,519 | -1.70% |
| TRADE A BOAT | 12,022 | 12,169 | -1.20% |
| BETTER HOMES & GARDENS | 384,750 | 388,110 | -0.90% |
| MONTHLY, THE | 31,104 | 31,391 | -0.90% |
| INSTYLE | 53,158 | 53,536 | -0.70% |
| HARPERS BAZAAR | 52,856 | 52,635 | 0.40% |
| AUSTRALIAN HOUSE & GARDEN | 113,730 | 113,105 | 0.60% |
| CLUB MARINE | 85,711 | 85,004 | 0.80% |
| GOOD HEALTH | 67,188 | 66,601 | 0.90% |
| INSIDE OUT | 45,051 | 44038 | 0.023 |
| FEAST | 37,090 | 35,625 | 4.10% |
| SUPERFOOD IDEAS | 170,176 | 163,292 | 4.20% |
| AUSTRALIAN HANDYMAN | 55,666 | 53,255 | 4.50% |
| BELLE | 45,055 | 43,124 | 4.50% |
| FRANKIE | 63,645 | 60,852 | 4.60% |
| CARAVAN WORLD | 13,114 | 12,529 | 4.70% |
| RUSSH | 19,957 | 18,905 | 5.60% |
| GRAND DESIGNS AUSTRALIA | 20,848 | 19,626 | 6.20% |
| DIABETIC LIVING | 63,127 | 58,662 | 7.60% |
| REAL LIVING | 81,103 | 75,047 | 8.10% |
| AUSTRALIAN HOME BEAUTIFUL | 86,210 | 79,580 | 8.30% |
| AUSTRALIAN PROPERTY INVESTOR | 26,582 | 23,845 | 11.50% |
| WOMEN’S FITNESS | 61,143 | 50,372 | 21.40% |
| FAMILY CIRCLE | 106,600 | 84,358 | 26.40% |
| ELLE AUSTRALIA | 61,061 | ||
| HALLIDAY’S WINE COMPANION | 23,755 | ||
| TASTE.COM.AU MAGAZINE | 80,583 | ||
Am not surprised to see the Dolly/Cleo/Cosmo model drop so much.
I was flicking through Cleo & Cosmo at the hair salon, and they are so vapid, with uninteresting content, repeated from year to year.
I’d much rather spend some time on websites with regular, fresh content.
I’m surprised at how bad the beauty content is in Cosmo. You’d think with youtube & blogs, they’d just give up. Although s’pose they need to give their advertisors space!
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Family Circle = fudged figures?
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Mike in relation to Family Circle, there is always a large increase at this time due to the Christmas issue. The title frequency is low.
I must say however, from the former makers of Grazia comes the numbers for Elle!!!!!
People can judge for themselves, however Elle is already being bagged with Cosmo……again people will join the dots.
The fundamental problem with large publishers…..title models built on advertising revenue necessity! If you make a publishers commitment then you are stuck???
The only title that bucks this whole trend is Frankie….content/reader first. Look at their numbers including social media engagement WOW.
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Really interesting piece – intriguing to see what’s working, what is becoming more popular and what is on the way out. Seems the predictions of what will become of print media are coming true.
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