ABC Figures Show Most Magazines Suffering, With Glossies And Celeb Titles Worst Hit

ABC Figures Show Most Magazines Suffering, With Glossies And Celeb Titles Worst Hit

The Audit Bureau of Circulation figures are out, and it seems, as is typical these days for print, sales are declining all round.

A number of prominent magazines have seen rapid declines in the months leading to December 2015, with celeb and glossy publications taking the biggest hits.

Bauer Media’s Australian’s Women’s Weekly saw a drop of 7.3 per cent in average paid print sales for the six months to December 2015, while Woman’s Day suffered a dip just shy of 13 per cent in the same period.

“Magazines continue to be an incredibly important medium to engage with Australians,” Bauer Media Group executive board member Andreas Schoo said. But it seems every brand is looking more to digital in order to sustain their bottom line.

“The strength of our brands allows us to talk to more consumers more often through print, digital, social and live experience channels,” Schoo added. ““This is why we have invested heavily in our To Love digital network which adds another dimension to our leading consumer brands.”

In the glossy arena, Bauer’s Cosmopolitan and Dolly both suffered sharp plummets of 21.7 and 30.8 per cent, respectively, only a few weeks after Bauer confirmed it was putting more focus into its young women’s glossies and taking a ‘digital first’ approach with Dolly, taking the print mag to bi-monthly.

Dolly’s rival, Pacific Magazine’s Girlfriend, also took a hit, dropping 16.5 per cent in paid print sales for the six months to December 2015. The ABC figures show Girlfriend retains 35,686 in paid print sales, while Dolly recorded just 28,030.

But it was the celeb mags that took the biggest fall for Pac Mags, with Famous losing 25 per cent in average paid print sales in the three months to December 2015. The magazine downsized in sales from 60,122 to 45,096.

Pacific Magazines CEO Peter Zavecz said increasing digital influence is a priority for the brands.

“Our business model has impressive multi-platform reach, backed with data and digital clout,” he said. “During the next 12 months we will extend our brands into new platforms, increase our footprint, launch major new online plays and continue to develop attractive new revenue streams.”

Bauer’s OK! took the second biggest hit in the overall magazine game, dropping 20 per cent in the same quarterly period and NW dipping by 18 per cent.

But not all was lost in the world of print, with NewsLifeMedia reporting some wins. Taste.com.au Magazine jumped 0.2 per cent to paid print sales of over 77,000 in the half yearly period, while Vogue Australia also climbed 1.6 per cent to almost 52,000.

According to the ABC stats, the five magazine brands pulling the biggest rank are Pacific Magazine’s Better Homes & Gardens, Bauer Media’s Woman’s Day, Pacific Magazine’s New Idea, Bauer Media’s Australian Women’s Weekly and NewsLifeMedia’s Taste.com.au.

“Our unrelenting focus on the consumer and what they are reading, and how we can best service them to ensure our content is available wherever and whenever they want to consume it, is delivering extraordinary results,” NewsLifeMedia CEO Nicole Sheffield said.

But while these brands hold the largest paid print sales figures, only Taste saw an increase, with most titles experiencing noticeable downturns, an unsavoury sign for print magazines.

 




Latest News

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne
  • Campaigns

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne

NAB, in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed “Wrangle Your Money”. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves. As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple […]

Activation Union Hires Bree Mankin As Managing Partner
  • Media

Activation Union Hires Bree Mankin As Managing Partner

Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]

Toyota Launches Integrated Electric Vehicle Campaign Via HERO
  • Campaigns

Toyota Launches Integrated Electric Vehicle Campaign Via HERO

Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]

Canva Launches First Ever Podcast: Design Surfaces
  • Media

Canva Launches First Ever Podcast: Design Surfaces

Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]

SBS Launches Development Fund To Find Australia’s Next Top Documentaries
  • Media

SBS Launches Development Fund To Find Australia’s Next Top Documentaries

SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]

Resolution Nabs Sarah Truong From PHD
  • Advertising

Resolution Nabs Sarah Truong From PHD

Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]

Brisbane Unveils Bold New Tourism Campaign
  • Campaigns

Brisbane Unveils Bold New Tourism Campaign

Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold, this week, appealing to those who search for the unexpected to discover the new Brisbane. Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, […]

Elle Returns To Australia
  • Media

Elle Returns To Australia

Are Media, Australia’s leading omnichannel content company for women, today unveiled the keenly anticipated first issue of the new ELLE Australia magazine. The 244-page Bright Young Things issue – featuring actor Sophie Wilde on the cover – clearly stamps ELLE Australia as the fashion bible for smart, stylish Gen Z and millennial women who love […]

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations
  • Marketing

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations

The Sydney Roosters are facing a huge amount of fallout over allegations that Spencer Leniu made an on-field racial slur against Broncos player Ezra Mam in yesterday’s Las Vegas season opener. Mam filed an official complaint against Leniu after the Roosters prop allegedly called the Broncos five-eighth a “monkey” on the field. Leniu tried to […]

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024
  • Marketing

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024

To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign
  • Campaigns

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign

With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]