Weekly Mags Suffer Dip In Sales For Last Quarter, Woman’s Day Still Leads The Pack

Weekly Mags Suffer Dip In Sales For Last Quarter, Woman’s Day Still Leads The Pack

The Audited Media Association of Australia (AMAA) has unleashed its latest quarterly sales figures for the weekly rags coming out of Pacific Magazines and Bauer Media.

Hannah Edensor
Posted by Hannah Edensor

Taking the cake in terms of sales remains the Bauer owned Woman’s Day, whose ABC print sales for the quarter to September 2016 fell below 250,000 to 249,244, dropping by over five per cent compared to the last period.

Pacific’s New Idea also cracked the 200,000 mark in print sales, reaching 211,855 following a dip of 4.2 per cent, creeping almost 4,000 copies per issue per week closer to Woman’s Day.

Bauer’s Take 5 and Pacific’s That’s Life sat at 135,061 and 161,557, respectively, battling it out in the ‘real life’ weekly stakes.

The only magazines to show any sign of growth in sales were NW, which managed to climb 0.2 per cent to 52,807 print copies sold per issue weekly, and WHO, which crawled up 0.7 per cent to its 82,789 print sales figure.

The title struggling the most were Bauer’s OK!, down a small 0.3 per cent to 48, 029.

Commenting on the ABC figures, Pacific Magazines CEO Gereurd Roberts was optimistic of the company’s future beyond what the circulation and sales figures say.

“Just like our audiences, our brands are not one dimensional – circulation is only one metric and only part of the story in our business,” he said.

“Our audiences connect with our brands across all platforms, including social, site, apps and events, and their power and engagement across these touch-points must also be recognised within our discussions of the results today.”

Proving that magazines are increasingly dependent on their online presence, Roberts added, “When we combine our digital delivery with our print leadership, our strategic multi-platform solutions offer commercial partners incomparable reach into active and engaged online and offline audiences – and, more importantly, tangible results.”

The ABC Paid Media Audit Data looks at the Reporting Period-ended September 2016.