Pacific Magazines Famous magazine was the biggest loser in the latest circulation figures, with all weekly magazines recording drops.
Famous fell by 18.4% in the July to September period compared to the same time in 2007 and now has a circulation of 62,089, despite a revamp and marketing campaign which kicked in towards the end of the audit period. The decline comes after the magazine fell by 16% year-on-year in the same period in 2007.
All weekly magazines fell by between 0.7 to 18.4% according to the Audit Bureau of Circulation figures. Fusion Strategy’s Steve Allen, said over three million fewer weekly magazines were sold in the September quarter 2008 compared to the same time last year, a drop of 6.7%.
ACP’s NW was the next biggest casualty, falling 15.3% to 150,034. Pacific’s New Idea and ACP’s Woman’s Day dropped 12.2% and 13.8% respectively.
Grazia which was launched amid a fanfare of publicity had an audited circulation of 70,000, although this was a preliminary audit for a 10 week period, rather than the full 13 weeks.
Pacific Magazines CEO, Nick Chan remained buoyant about the Famous results. “We are seeing strong circulation momentum from our developments over the past three months – the appointment of Gereurd Roberts as the new editor-in-chief, the editorial additions, redesigns, marketing campaign and strategic pricing initiative – have paid dividends. We are very confident of our next audit.”
The economic downturn is being blamed by some for the circulation declines, but Victor Corones, national investment director at Universal McCann Sydney, said the results are part of wider issues being faced by the sector.
“I think it’s a bigger issue, and a lack of clarity between the titles. There is too much cross over of content amongst the weekly titles,” he said.
He claimed many magazines were trying to “rationalise themselves” despite being overtaken by online blogs and other digital mediums.
Dymphna James, investment director at MediaCom, said new titles entering the market would cause others to close.
“Magazines replicate consumer’s attitudes and trends and as they change, magazines need to move on to make way for the next trend and magazine.”
Publishers at both Pacific Magazines and ACP Magazines blamed the economy for the sharp declines.
