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.
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
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]