The latest ABC figures are in, so here’s a round-up of the leading publishers’ performance during the six months from July to December and 2010 overall. (Source: Media Week)
Total average circulation per issue: 6,562,956, up 1.1 per cent year-on-year
Reasons to be cheerful: The circulations of all seven homes magazines improved year-on-year, three out of four TV titles increased circulation period-on-period, and there was an encouraging 9.5 per cent jump in the past six months for Essentials magazine.
Reasons to be fearful: Nuts is still posting double-digit decline, down 19.6 per cent over the last 12 months, despite the departure of Loaded. Golf Monthly, NME, Now, Pick Me Up and Rugby World make up the publisher’s set of year-on-year fallers.
Bauer Consumer Media
Total average circulation per issue: 3,569,610, down 8.6 per cent year-on-year.
Reasons to be cheerful: There aren’t many – only three magazines (Mojo, More and Practical Classics & Car Restorer) posted a period-on-period circulation rise, and only five made year-on-year improvements, most notably Classic Bike and Model Rail, up 5.1 per cent and 5.2 per cent year-on-year respectively.
Reasons to be fearful: Flagship celebrity read Heat suffered an alarming slide of 11.3 per cent period-on-period and 19.3 per cent year-on-year to 370,132 copies. Lads’ mags continued to dive-bomb too, as Zoo recorded a 32.8 per cent year-on-year fall.
NatMags and Natmag Rodale
Total average circulation per issue: Natmags: 3,112,939, down 2.4 per cent year-on-year. Natmag Rodale: 355,443, down 1.3 per cent year-on-year.
Reasons to be cheerful: Good Housekeeping‘s five per cent period-on-period growth, and a 3.2 per cent year-on-year rise to 443,750 copies, is its highest circulation since July to December 2007.
Reasons to be fearful: Prima and Prima Baby were knocked back by 7.1 per cent and 18.3 per cent period-on-period respectively. Zest also dropped by 11.0 per cent in the second half of 2010. However, NatMags is refusing to accept Prima’s ABC certificate of 268,421 copies because of a row with over multipacking rules, and is instead trading on what it claims is the “true and correct” circulation of 297,000, up 2.8 per cent period-on-period.
Total average circulation per issue: 2,969,968, down 1.9 per cent year on year.
Reasons to be cheerful: Total TV Guide has was up 11.3 per cent period-on-period and 9.6 per cent year-on-year, despite competing in a crowded market.
Total average circulation per issue: 3,110,197, up 0.5 per cent year-on-year.
Reasons to be cheerful: BBC Magazines posted an overall period-on-period circulation rise of 5.5 per cent, including year-on-year rises across the specialist Bristol mags, and a 33.4 per cent year-on-year climb for the Lonely Planet titles.
Reasons to be fearful: All About Animals fell 18.0 per cent period-on-period and 25.8 per cent year-on-year. In the children’s and teen market, Top of the Pops magazine and Toybox recorded year-on-year declines of 12.4 per cent and 17.5 per cent respectively.
Total average circulation per issue: 1,566,536, down 1.8 per cent year-on-year.
Reasons to be cheerful: Tatler came through the past year with a 1.1 per cent lift in circulation. Both Tatler and sister monthly Vogue have increased subscriptions take-up, rising 21 per cent and 10 per cent respectively in 2010, while Condé Nast’s affluent customers are also taking to the iPad versions of Vogue and Wired.
Reasons to be fearful: Wired continues to rely heavily on discounted and bulk copies, with only 80 per cent of its headline circulation of 50,044 coming from paid-for sales.
Total average circulation per issue: 887,009, up 0.1 per cent year-on-year.
Reasons to be cheerful: Women’s monthly Red posted a personal best figure of 231,028, up two per cent year-on-year, and Elle was up 2.6 per cent year-on-year and 2.5 per cent period-on-period to 200,531.
Reasons to be fearful: All About Soap dropped by 4.1 per cent. Results were otherwise impressively steady, although Hachette decided to ditch teen magazine Sugar, which wasn’t being read by what Muse once coined as “screenagers”.
Total average circulation per issue: 788,137, up 0.7 per cent year-on-year.
Reasons to be cheerful: The Week posted its twenty-fifth consecutive ABC increase with a 2.2 per cent lift over the last six months. Classic car magazine Octane rose 4.7 per cent period-on-period and 4.8 per cent year-on-year. Men’s Fitness and Fitness & Health remained in good shape, with both up 1.1 per cent in the second half of 2010.
Reasons to be fearful: Specialist computer titles suffered, with Micro Mart falling by 14.4 per cent year-on-year; Computer Shopper and MacUser were down 12.3 per cent and 10.9 per cent year-on-year respectively. However, MacUser is making up for that in digital terms, with 2,800 bi-weekly iPad sales accounting for 31 per cent of the title’s total circulation revenue.
(Source: Media Week)