Roy Morgan Readership Figures: Jetstar Takes Off, Wine Companion Pops & Frankie Goes Gangbusters
Roy Morgan Research has released the latest Australian Magazine Readership results for the year to June 2014.
Roy Morgan’s media industry experts look at who’s winning, who’s growing, and the impact of digital delivery on total cross-platform audience numbers.
A tight race at the top
The battle between the top three paid-for magazines has intensified with now fewer than 100,000 readers separating first and third. In June 2014, Better Homes and Gardens (1,819,000 readers) just pipped the Australian Women’s Weekly (1,800,000) to become the country’s most-read glossy. Readership of both magazines grew year-on-year, with Australian Women’s Weekly up 1.4% and Better Homes and Gardens up 3.2%.
These strong results bumped June 2013 victor Woman’s Day down to third overall with 1,729,000 readers, but it remains the clear number one weekly magazine.
Supermarket mags get super marks
Two free in-store supermarket publications remain the most-read magazines in Australia. Coles Magazine leads with almost three million readers (2,917,000) per average issue. Woolworths’ Fresh magazine was the fourth fasting growing magazine in Australia, up 30% to an average of 2,182,000 readers per issue.
Fashionista fiesta
The Australian edition of Elle is off to a strong start since its launch in September last year. With an average so far of 151,000 readers to June 2014, the magazine is already nipping at the heels of established women’s fashion glossies InStyle (167,000) and Harper’s Bazaar (190,000).
But the stand-out performer in the category is Frankie, up 21.4% in the year to 363,000 readers -overtaking Vogue Australia (316,000).
The launch of Elle and growth for Frankie more than compensated for the loss of Madison a year ago and helped keep the Women’s Fashion category readership steady overall (down just 0.7%).
Homeward bound
Home and Garden magazines together grew by 2.1% from June 2013 to 2014, with two-thirds of all titles in the category posting gains.
As well as Better Homes and Gardens, other mags to gain readers include Inside Out (up 30.6%), Home Design (up 18.3%), Real Living (up 14.6%)—each among the Top 20 fastest-growing magazines overall.
Country Style and Handyman also made solid gains, up 7.8% and 6.9% respectively, while readership of Belle and Gardening Australia remained steady.
Flights of fancy
The airline magazine category is up 3.6% from June last year, driven by a robust 3.8% rise in readership for category leader QantasThe Australian Way (to 489,000 readers) and a stellar 17.9% rise for Jetstar (to 230,000 readers).
Grape expectations
June 2014 marks the first published results for Wine Companion, which has recorded 60,000 readers per average issue in the year. The bimonthly magazine joins Gourmet Traveller Wine (up 5.1% to 123,000) and Selector (down 1% to 95,000) in the category, demonstrating the ongoing demand for quality print journalism on wine.
Cross-Platform Audiences
With ever more people going online, via website or app, to access magazine content, Roy Morgan has long provided total cross-platform audience numbers for those publications with an online presence. In the year to June 2014, the majority of these magazines scored an increase in the number of people visiting the website or using the app.
The publication with the fastest growing cross-platform audience is The Monthly. Buoyed by a spike in print readership for the magazine’s special 100th issue in May, the average issue print readership for the year to June 2014 was the same as the year before—however 54,000 more people now access the magazine’s digital content than they did a year ago, giving the magazine a total cross-platform audience of 261,000 people, an increase of 26.1%.
Two magazines impressively notched up an increase in audience across both their print and digital platforms: Harper’s Bazaar (up 14.7% overall to 250,000) and Reader’s Digest (up 9.0% to 882,000).
Print is average issue readership; digital is website visitation and app usage in an average 4 weeks for monthly magazines and average 7 days for weekly magazines (denoted by *).
The digital audience for Marie Claire ballooned by a massive 72%, boosting its total reach by almost 50,000 more people in an average month (a 9.7% gain on June 2013 results).
Other strong gains in cross-platform reach were for Gourmet Traveller (up 7.0% to 397,000) and Famous (up 6.7% to 336,000).
Vogue continues to lead the way in evolving its content across platforms as the only magazine brand where digital audience (421,000) exceeds the print readership (316,000). Compared with June 2013, an extra 33,000 people on average each month are accessing Vogue’s digital content.
Click here to see all the results for Magazine Print Readership or Total Magazine Cross-Platform Audiences for the 12 months to June 2014.
Tim Martin, general manager of media, Roy Morgan Research, said: “The positive readership performances across a diverse range of magazine categories in the latest Roy Morgan results demonstrate the ongoing appeal that both broad and niche magazines continue to hold for the Australian consumer.
“It makes sense that magazines remain a core component of advertisers’ marketing communications strategy given the strength of the relationships which print magazines have with their readers.
“Roy Morgan Research’s Single Source data is the preferred multi-media audience measurement currency used by the majority of Australian media strategy, planning and buying agencies and telecommunications, financial services and automotive brands.”
Check out what was happening on the newspaper space here.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.