ABCs: Dolly’s circulation plummets 30% ahead of magazine moving to bi-monthly schedule

Teenage girl-focused mag Dolly dropped more than 30% of its print circulation in the second half of 2015, with the Bauer Media title set to go “digital first” with a bi-monthly magazine under sweeping changes planned at the publisher.

Dolly’s circulation dropped from 40,499 copies sold on average in July to December 2014 to 28,030 for the second half of 2015 – a 30.8% drop, year-on-year, according to the newest Audit Bureau of Circulation figures.

The drop is even more remarkable given the magazine shifted 40,546 copies in the first half of 2015.

Its also sees its print sales slip back below its biggest rival, the Pacific Magazines-owned Girlfriend, which posted a July to December circulation of 35,686 – 16.5% down on the 42,723 circulation figure the title posted in the same period the year before.