None of the major weekly titles enjoyed a positive result in the latest report, with lad’s mag Zoo looking increasingly vulnerable after shedding another huge chunk of its audience.
Bauer’s Woman’s Day continues to boast the highest weekly sales, posting a 4.2% dip off a high base, to 345,356.
Whilst the new owners have been on a culling spree in recent months inevitable speculation will fall on the fate of Zoo, which again lost more than 25% from its circulation, selling 14,400 less copies on average per week as the same time last year with 46,871.
But, it was not the largest faller, with West Australian Newspapers’ classifieds title Quokka losing 31.3%, dropping to just 22,181 sales per week.
That’s Life lost the most copies overall, dropping 30,000, or 12.9%, whilst Famous also suffered with a 14.4% drop to 80,045. Pacific Magazines’ other weeklies New Idea (-4.4%) and Who (-8.9%) also felt the heat as consumer’s tighten their belts.
CEO Nick Chan told B&T the result for That’s Life showed “middle Australia” was “one of the toughest demographics to get to”.