The latest ABC report came out last Thursday and overall presented a mixed bag of results.
Easy Living showed an impressive period on period increase of 22.5% after a recent relaunch. The good luck continued (although not on quite the same scale) for other slightly older women's monthlies and also the more aspirational titles. The younger titles however struggled to hold on to their numbers, Company being a particular casualty, declining by 20% year on year, despite a recent design overhaul.
Celebrity weeklies clearly struggled in this period, as the tightening purse strings for this audience prevented fickle multiple magazine purchases. Many titles were down year on year, which after last years royal wedding boost, was to be expected to some extent. OK! and Hello magazine printed double their usual amount of copies for their Jubilee specials, but even this wasn't enough to make the numbers up and the titles were both down period on period and year on year. Gone are the days, it seems, of the celeb for the sake of celeb, yes - you Kerry Katona and Jordan- perhaps making way for some new cast members, the likes of the much loved young royals perhaps or the new Olympic heroes?
TV Listings and Homes titles enjoyed positive figures, no doubt linked to the economic climate. People are staying in more and use their TV listings as a gossip bible as opposed to purely a listings catalogue- as simple listings are available in so many other places- online, EPG, newspaper supplements etc. Interestingly, TV Listings titles make up the top three of 'Actively Purchased' magazines - a strong place to be in. Equally, as people sit tight and wait for the housing market to improve, both aspirational and home improvement titles have been clear winners in the depressing climate.
The men's market, which has been a concern over the last few years performed pretty much as expected. The free titles Shortlist and Sport have continued to do well whilst the 90's lad mags FHM, Nuts and Zoo have struggled, haemorrhaging double digit readers. It will be interesting to see what this sector do to stem the loss of readers in the paid for market.
Tablets are clearly an interesting development in the print market. Currently just under 60 magazines are posting tablet / digital circulations. High interest categories such as health and fitness, technology, fashion and home interest have been key areas of growth.
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Also for recent Media Week article showing Gaby Cornish's POV click here