ABCs: Grazia axed as weekly mags fall across the board

ABCs: Grazia axed as weekly mags fall across the board
SHARE
THIS



Continued drops in discretionary expenditure made last year’s fourth quarter one of the toughest yet  for the weekly magazines, with every single audited weekly title losing circulation.

Late yesterday Bauer and publishing partner Mondadori confirmed the axing of Grazia following a circulation drop of 24% in the October to December quarter.

Bauer CEO Matt Stanton said the closure of Australia's only weekly fashion title was "difficult and disappointing". 

"Unfortunately, despite everyone's best efforts and the ongoing committment of the team, market dynamics are not able to sustain Grazia's weekly format. 

"Bauer and Mondadori have therefore reluctantly concluded that Grazia is not commercially sustainable in this market," he said. 

Zoo Weekly wasn’t too far behind, dropping 18.1% – indicative of the increasing trend of young men seeking out titilating content online.

See the full table of magazine circulations here.

The biggest selling weekly, Bauer’s Woman’s Day, was hit less dramatically, sliding 5.8% but maintaining significant weekly sales of 350,495.  

Pacific Magazines’ New Idea dropped a minor 4%. In October to December it sold 293,031 magazines per week.

Other best-selling gossip titles NW (Bauer), OK! (Bauer) and Who (Pacific Magazines) also declined, with NW shedding 6.9%, OK! down 11.4% and Who less 4.6%.

While celebrity gossip magazine Famous (Pacific Magazines) showed stand-out growth in the previous quarter gaining 2.5% year-on-year it also felt the heat this round, albeit much less severely than every other weekly.

Famous lost only 2.9% of its sales in the three months to December making it the most stable weekly magazine. Its average weekly sales sat at 86,056.

Real life home-maker titles, Take 5 (Bauer) and That’s Life (Pacific) were some of the hardest hit, the former enduring a 10.8% drop and the latter losing 11% of its sales.

Across the board the weeklies fell an average of 11.7%.

MediaCom’s head of planning and implementation, Nick Keenan, blamed the dives on wallet-conscious consumers in the fragile post-GFC world.

"I still think magazines are a very important channel and I don’t lump them in with newspapers.  It’s just down to discretionary spending. I think people still love magazines.

"We are still in a post GFC world where people are conscious about how much they spend. The days of putting three or four magazines in your shopping trolley are over and consumers will buy one or two.

“We’ve seen the closure of Grazia and again you are going to see a bit of spring cleaning in terms of bolstering up the titles that are working and vice versa”.

MPA executive director Robin Parkes also pointed to the frigid economic climate but singled out the struggling men’s sector as having dragged the average down.

“The weekly men's mags (Picture, People, Zoo) are driving the overall decline in this category in circulation," she said.

“However we can't overlook the fact that the biggest weekly magazines still sell close to a million copies a week,” she said.

Please login with linkedin to comment

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.