Weekly mags ABCs: Zoo bombs, Who climbs, Grazia steady

Lads mag Zoo Weekly has suffered the worst fall in the circulation figures for weekly magazines, losing almost a quarter of its readers in a year.

The ACP title’s circulation fell from 97,320 to 73,018 – a loss of 24.9% – from September 2011 to September 2010, according to the Audit Bureau of Circulation.

ACP’s Picture and NW magazines, and West Australian Newspapers’ Quokka, also suffered heavy falls, all down more than 15%.

It was a fairly miserable survey all round, with only one title – Pacific Magazine’s Who – posting a decent increase, up 1.58%.

Grazia editor Kelly Hush, who took on the editorship earlier this year, will be happier with her title’s performance after a long period of serious decline – Grazia recorded a slight increase of 0.42% to 55,259.

Dennis Publishing’s current affairs magazine The Week made its debut on the ABCs three years after launching with a surprisingly flat 25,266.

Australia’s most-read weekly Woman’s Day was down 3.08% to 380,408.

Pacific Magazines boss Nick Chan told Mumbrella that the retail squeeze was partly to blame for the poor circulation figures.

“Overall, magazines are down 4% year-on-year against a backdrop of poor retail sales, which are down 12%,” he said. “And 90% of circulation revenue comes from the newsstand.”

“When conditions are this tough, standing still is not too bad,” he added.


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

Sign up to the free Mumbrella newsletter now.



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