Encore soars in latest CAB audit

Encore mayMumbrella’s sister title Encore has reached its highest distribution in several years, new figures published by the Circulations Audit Board reveal.

In the six month period ending in March, the monthly Encore magazine distributed an average of 7,144 copies per edition, the CAB data shows. The CAB lists Encore as being in the “film, TV, video and multimedia” category. The bimonthly IF Magazine (formerly Inside Film), also in that category, distributed 4,464.

Under CAB rules, Encore cannot be directly compared to its commercial rivals AdNews and B&T which are in the separate “business/ HR/ marketing and management industry” category. AdNews distributed 6,257 copies and B&T 5,386.Both titles are fortnightly.

Parent company Focal Attractions can for the first time boast the hat trick of highest distribution for print title in its category, highest website audience and biggest email circulation.

Encore was relaunched in November with its focus expanded beyond the screen industry to the wider media and marketing world. Focal Attractions bought Encore from Reed Business Information in late 2009.

The CAB recognises distribution rather than sales, so the figure does not necessarily reflect paid sales. In new deals to coincide with Encore’s relaunch, members of the Australian Marketing Institute, the committee of the Media Federation of Australia and AWARD (the Australian writers and art directors association) – now receive a complimentary copy of Encore through their memberships.

The CAB has not yet adopted a digital standard, so Encore’s digital subscribers via its new iPad app are not yet included in the new figure.

Average net distribution (% increase compared to previous audit period) in film, TV, video and multimedia category:

  • Encore – 7,144  |  +170%
  • IF – 4,464  |  +6.3%
Average net distribution (% increase compared to previous audit period) in business/ HR/ marketing and management category:
  • AdNews – 6,257  |   +0.8%
  • B&T – 5,386  |  -0.2%
Other print titles in the media and marketing space such as Marketing magazine, Media Week and Campaign Brief are not audited.

Meanwhile, the only titles in this industry that audit their online traffic are Mumbrella, IF and Campaign Brief.

In April, Mumbrella’s audited Australian UBs were 123,389. Campaign Brief was 49,176, and IF 24,320,

Mumbrella is the only title in the sector to audit its daily email, with an official average net daily distribution of 23,238.

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