The latest ABC figures (July – December 2013) for consumer magazines were released yesterday (13/02/2014). For the first time the report has included a combined circulation figure for both print and digital editions (which had been recorded separately since 2011) – bowing to pressure from publishers who want to be able to sell their product in a holistic manner and allowing us advertisers to make decisions based on more complete figures.

 

Let’s take a look at the data and, digital inclusion aside, highlight what we have pulled out as key statistics.

 

Free to subscribers/members, The National Trust Magazine achieved an average monthly subscription  of over 2 million copies (aggregated into annual figures as the magazine is released three times a year). That’s up 5% Year on Year. The biggest loser of readers overall was TV Easy, with a loss of 24.4%.  Thanks to the Christmas period, TV listings magazines claimed the top spots for actively purchased magazines with TV Choice selling 145,000 copies and securing an increase of 11.8% YoY.

 

The biggest growth of any magazine came from Waitrose Kitchen, posting an amazing 85.1% YoY increase and an average circulation of just under 660,000.

 

On the flip side, lad’s mags, FHM, Zoo and particularly Nuts continue to haemorrhage readers (Nuts down YoY 35.5%), while the upper end of Men’s Lifestyle did better; Esquire in particular recording a 4.4% YoY increase.

 

Classy reading wins.

 

Women’s Weeklies saw a decline of 0.6% for the period, a marked improvement on the -6.6% recorded in the first half of the year. The overall trend was better decline, with the leading publications still selling impressive numbers; despite a -7.1% decline YoY, market leader, Take a Break still sold an impressive 760,600 copies in the period. Elsewhere, Star recorded a 3.4% YoY increase.

 

Women’s Lifestyle saw strong performances from free magazines (John Lewis, Asos.com and Stylist), posting the highest number of readers in the period (all over 430,000), with some notable consolidation from Good Housekeeping and Women and Home (up 3.9% and 3.8% Period on Period respectively).

 

Collectively, the trend is for a smaller decrease in readerships PoP and, of course, magazines remain one of the most effective ways to reach a receptive audience.

 

Don’t hesitate to get in touch if you have any questions regarding how the above might affect you.