Official: Print’s Not Dead! As Over 15 Million Australians Turn To Magazines

Official: Print’s Not Dead! As Over 15 Million Australians Turn To Magazines
SHARE
THIS



A total of 15,007,000 Australians aged 14-plus (74.3 per cent) read magazines whether in print or online either via the web or an app, down 0.3 per cent, or 45,000, from a year ago according to the results released today from the Roy Morgan Australian Readership report for the 12 months to March 2018.

Readership of print magazines was just under 12.6 million Australians aged 14-plus (62.3 per cent), virtually unchanged from a year ago.

Top 15 Magazines: Print Readership

Australia’s two most widely read magazines grew their print readership strongly over the past year with Coles Magazine readership up 15.4 per cent and Fresh increasing by 19.2 per cent – both free magazines. Better Homes & Gardens, Women’s Weekly and Woman’s Day remain the top three most widely read paid magazines.

Other leading magazines to increase their print readership included National Geographic (+1.3 per cent), Royal Auto (+9 per cent), Road Ahead (+5.8 per cent) and just outside the Top 15 both Gardening Australia (+13.6 per cent) and Super Food Ideas (+1.5 per cent).

Screen Shot 2018-05-11 at 9.26.47 am

The five most read categories of magazines

  • Food & Entertainment (6,507,000 Australians, 32.2 per cent of the population);
  • General Interest (4,505,000 Australians, 22.3 per cent of the population);
  • Mass Women’s (3,293,000 Australians, 16.3 per cent of the population);
  • Home & Garden (2,934,000 Australians, 14.5 per cent of the population);
  • Business, Financial & Airline (1,648,000 Australians, 8.2 per cent of the population).

Food & Entertainment magazines grow strongly

Food and entertainment is now Australia’s best performing magazine category and is now read by 6,507,000 Australians, or 32.2 per cent of the population, up 11.3 per cent in the year to March 2018. Over the last year more than half of the 11 magazines in this category increased their readership.

This category is dominated by the free supermarket titles both of which saw exceptional year-on-year growth – Coles Magazine with readership of 4,367,000 (up 15.4 per cent) and Woolworth’s Fresh now read by over four million Australians for the first time with a readership of 4,054,000 (up 19.2 per cent).

Other titles to perform well over the past year include Selector which increased 27.9 per cent to 87,000 readers and Super Food Ideas up 1.5 per cent to 467,000 readers.

Readership of Coles Magazine & Woolworth’s Fresh by quarter

Food-Entertainment-Magazine-Readership-March-2018

General Interest magazines have broad appeal

Some 4,505,000 Australians, or 22.3 per cent of the population, read at least one of the general interest magazine titles. The category leading title National Geographic has a readership of 1,096,000 (up 1.3 per cent).

Other strongly performing magazines in the category include motoring magazines Royal Auto (Vic) read by 690,000 (up nine per cent), Road Ahead (Qld) up 5.8 per cent to 617,000 and Horizons (WA) which increased a stunning 44.4 per cent year-on-year to 205,000 readers.


Mass Women’s magazines third most widely read magazine category

Although the readership of mass women’s magazines has decreased year (down 5.4 per cent from a year ago) a very impressive 3,293,000 Australians, equal to 16.3 per cent of the population, read these titles.

Women’s Weekly remains the category leader and member of the ‘million plus readers club’ with a readership of 1,481,000 ahead of Woman’s Day on 1,290,000 and New Idea on 1,052,000. That’s Life on 632,000 and Take 5 on 498,000 maintain significant readerships.

The recent decision by Bauer Media to publish a monthly edition of Take 5 magazine – in addition to its  weekly is a new strategy that marketers,  advertisers and Roy Morgan, will be watching closely to see how it impacts upon the Take 5 weekly edition readership.


Home Design and Gardening Australia grow strongly

The fourth most popular category of magazines remains home and garden publications, despite a drop of 2.7 per cent in the last 12 months. Almost three million (2,934,000) Australians now read at least one magazine in this category.

Several magazines performed strongly over the year led by Gardening Australia increasing its readership by 13.6 per cent to 451,000 and Home Design up 36.0 per cent to 102,000. Other home and garden magazines which grew their readership include Country Style up three per cent to 275,000, Handyman up 3.8 per cent to 193,000, Vogue Living up 6.3 per cent to 118,000 and Inside Out up 4.0 per cent to 130,000.

Better Homes and Gardens maintains its dominant position in the category with a readership of 1,701,000 (down five per cent).


Business, Financial & Airline magazines Virgin Australia Voyeur and The Monthly up

The business, financial and airline magazines readership trend was down 7.8 per cent to 1,648,000. Two magazines went against the trend with Virgin Australia Voyeur up 2.3 per cent to a readership of 222,000 and The Monthly which was up 1.3 per cent to a readership of 158,000.

Qantas Magazine remains the lead title in the category with readership of 399,000 (down 10.1 per cent) ahead of New Scientist on 356,000 (down 12.3 per cent) and Time magazine on 331,000 (down 2.6 per cent).

Other magazine titles to perform strongly included health and family focused magazine Wellbeing up 54.4 per cent to a readership of 122,000, automotive magazines Wheels up 24.6 per cent to 299,000 readers, Street Machine up 11.3 per cent 257,000 readers and NW  up 18.4 per cent to 180,000.


Women’s Fashion and Men’s Lifestyle Magazines are growing their audiences

Women’s fashion and men’s lifestyle magazines are two of the four magazine categories to grow their audience in the 12 months to March 2018. The two gender oriented categories join the two most widely read magazine categories of food and entertainment and general Interest magazines.

Women’s fashion magazines have experienced category growth of 2.6 per cent over the past year to be the seventh most widely read category overall with readership of 1,221,000, or six per cent of the population in the year to March 2018.

The fastest growing women’s fashion magazine was Cosmopolitan Bride which increased its readership by 16.7 per cent to a readership of 42,000 followed by Elle magazine, now read by 164,000 people (up 5.1 per cent). Vogue Australia was also a strong performer increasing its readership to 346,000 (up 2.4 per cent).

Men’s lifestyle magazines have grown by 0.6 per cent over the past with overall readership of 648,000, or 3.2 per cent of the population in the year to March 2018.

Leading men’s Lifestyle magazine Men’s Health increased its lead as the best read magazine in the category increasing its readership by 6.2 per cent to 377,000. Inside Sport was the fastest growing men’s lifestyle magazine in the year to March 2018 with readership up by 14.2 per cent to 121,000. Also recording an increase was GQ was up by 4.4 per cent to a readership of 95,000.

Magazine Cross-Platform Audience

Of Australia’s leading ten magazines ranked by cross-platform audience seven retain a significantly larger readership via their print editions than their digital platforms. As more magazine publishers expand their online offerings this is slowly changing although magazines remain significantly more reliant on print editions than their online engagement.

Just under a year ago many of Bauer Media’s magazine brands (including Women’s Weekly, Woman’s Day, Good Health, Mother & Baby, Take 5 and others) consolidated their online presence under category banners such as Now to Love which has a digital audience of 872,000. The results in the cross platform table below reflect this new positioning and therefore year on year comparisons are not available for all titles.

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Adobe Expands Integration Between Its Analytics & Advertising Clouds
  • Advertising
  • Technology

Adobe Expands Integration Between Its Analytics & Advertising Clouds

Computer software giant Adobe has expanded the integration between Adobe Analytics Cloud and Adobe Advertising Cloud with Advertising Analytics for Paid Search. The new solution enables organisations to understand the efficiency of their search advertising investment by combining offsite advertising intent in context with relevant digital property engagement data within Adobe Analytics. This includes integrations […]

Band-Aid Tops Australian Reader’s Digest List Of Most Trusted Brands
  • Marketing

Band-Aid Tops Australian Reader’s Digest List Of Most Trusted Brands

Australian Reader’s Digest has unveiled its annual list of most trusted brands, with good old Band-Aid topping the list. The results are based on an independently commissioned poll and appear exclusively in Australian Reader’s Digest. Research company Catalyst surveyed a representative sample of more than 2,400 Australians, to identify the brands we trust the most. THE TOP […]

Bohemia Scores Western Sydney University Media Partnership
  • Marketing
  • Media

Bohemia Scores Western Sydney University Media Partnership

Media agency Bohemia, part of the M&C Saatchi Group, has been appointed as the exclusive media partner of Western Sydney University (WSU). The appointment follows a four-way pitch with WSU selecting Bohemia over incumbent Blue 449. Bohemia’s passion for WSU, the agency’s understanding of the Western Sydney market, and how technology partners can future-proof the […]

DDB Sydney Snares M&C Saatchi’s Nick Russo As New Managing Partner
  • Advertising

DDB Sydney Snares M&C Saatchi’s Nick Russo As New Managing Partner

DDB has announced it has snared  M&C Saatchi’s Nick Russo as managing partner on its Volkswagen commercial vehicles account. Russo was at M&C Saatchi for 10 years and formerly group head leading the Lexus business. He has a range of other high-level experience across telcos, FMCG and retail. “The opportunity to work at DDB Sydney on Volkswagen was […]

Honda Marine Unveils New Campaign Via Newly Appointed Agency 10 Feet Tall
  • Advertising
  • Campaigns

Honda Marine Unveils New Campaign Via Newly Appointed Agency 10 Feet Tall

Together with newly appointed creative agency 10 feet tall, Honda Marine has launched a campaign that lets boating enthusiasts know they’re getting more than an engine. The campaign’s central film showcases the many aspects of performance, reliability and engineering that come from Honda’s background in Formula 1, advanced robotics and vehicles, and its influence on […]

Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering
  • Media

Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering

The Readership Works (TRW), Nielsen and Ipsos have announced a strategic collaboration with Australia’s news media industry to deliver a ‘single source of truth’ in measuring, understanding and reporting Australian consumers’ increasingly fragmented engagement with brands and content. This evolution sees Nielsen now leading the fusion process that brings together accredited readership data, emma (Enhanced […]

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud
  • Media

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud

Network Ten has announced it has commissioned a new family entertainment series which will premiere on Ten and the WIN Network later this year. Game of Games is based on the US show of the same name, which only launched in January this year. The US show is produced by Warner Horizon Unscripted & Alternative […]

m2m Drives Away With $51m Hyundai Media Account
  • Media

m2m Drives Away With $51m Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]

WPP AUNZ Launches ‘The Bond & Associates’
  • Advertising
  • Marketing
  • Media

WPP AUNZ Launches ‘The Bond & Associates’

Advertising conglomerate WPP AUNZ has launched an innovative new stakeholder and community engagement practice called The Bond & Associates. Led by newly-appointed national director and former Newgate Australia adviser Gail Morgan (pictured above), The Bond & Associates will provide a complete solution for both government and private sector clients involved in complex public projects and […]

MYOB Partners With Network Ten’s Shark Tank
  • Marketing
  • Media

MYOB Partners With Network Ten’s Shark Tank

Accounting software provider MYOB has announced it has signed as a major sponsor of Shark Tank on Network Ten, which returns to screens tonight. In its fourth season, Shark Tank continues its format of having budding business owners and entrepreneurs pitch their ideas to the ‘sharks’, who have invested $21 million of their own money […]

Aussies Back ABC Over Budget Cuts
  • Media

Aussies Back ABC Over Budget Cuts

A new poll has found a resounding 70% of Aussies oppose cuts to the ABC despite only 7% actually bothering to watch.

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC
  • Advertising
  • Campaigns

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC

Leading comparison service comparethemarket.com.au has launched its latest TVC nationwide to announce its dream Safari holiday competition. The TVC – ‘Safari’ – which sees the meerkats back in their ancestral home ‘selflessly’ test-driving the amazing Safari trip that is up for grabs for one lucky winner. Narrowly avoiding an elephant trampling their picnic, an inquisitive […]

Women In Media Profile: Lauren Nicole
  • Media

Women In Media Profile: Lauren Nicole

We'd like to say B&T provides a delightful high tea for all Women In Media interviewees, but it'd be a scandalous lie.

by B&T Magazine

B&T Magazine