Home' The Channel Magazine : April 2011 Contents 34 National Newsagent April 2011
Gordon and Gotch regularly provide
detailed analysis of the ABC
circulation figures comparing the
publishers' performance, total sales and
In the audit to December 2010 there
were 130 titles audited, which amounted to
8,479,044 magazines sold.
Of the weekly titles, which are audited
quarterly, there was an overall drop in sales
of 7%; titles audited half-yearly decreased on
average by 2%.
The best performer was Frankie, with an
increase of 32.57% year-on-year.
Reader's Digest suffered the largest
decrease, losing 48,527 copies.
Reflecting the increasing number of
retirees, the motor home and caravanning
titles were amongst the most successful
category. Previously popular children's
magazines suffered declines.
Famous continues to be the most famous
amongst the category by posting an
increase both for the previous period by
1.13% and year-on-year by 5.46%. Except
for Famous, all other titles evidenced a drop
compared to the previous year. NW posted
the largest drop when compared to the
previous period: it dropped 6.49%.
Family Circle (which is now a one-shot)
reported a significant increase of 57.56% when
compared to the previous period. This was
mainly driven by a favourable seasonal period
coupled with additional ranging gained.
Frankie continues to be the best of the lot
reporting an increase in AANPS of 8.89%
or 4000 copies to the previous period and
32.57% or 12,500 year-on-year. Health Smart
Know who is buying which magazine and cater to your demographic.
Caravan mags up,
kids mags down
was on the other end of the scale reporting a
decrease of 14.02% or 10,500 copies.
While Dolly decreased its retail price by
$2.00 to $5.95, Girlfriend, on the other hand,
increased its price by $1.00 to $7.95, making
a reverse of the year-on-year scenario.
The price rise has not negatively impacted
Girlfriend, but despite a $2 decrease in
price, Dolly posted a larger decrease than
its counterpart at 14.25% or 17,000 copies.
Comparing year-on-year market share,
Girlfriend has increased its share by 5% to
47%, reducing the gap on its competitor.
Sport and leisure
Mixed results were evidenced within the
category; the fishing titles appear to have
done better than during the previous
period, while the sporting titles have gone
south, with the exception of Sporting
Shooter. The warmer months seem to be
favourable for the fishing titles, but the
same was not reflected amongst the sailing
Australian Yachting is being audited for the
first time since 2008 with an AANPS of 2,359.
Fishing World posted the highest increase of
15.69% while Big League posted the largest
decrease of 15.45%.
Only one of the nine titles in this category
posted an increase period-on-period and
year-on-year. Diabetic Living seems to be
healthiest of the lot which has posted an
increase of 7.08%. RM Williams Outback is
the only other title to post an increase for the
Music and entertainment
Limelight posted a marginal increase in
AANPS of 0.69%, but Rolling Stone continues
to display a sharp decline in sales over the
last period and year-on-year.
Five of the sixteen titles audited have posted
an increase compared to the previous period
and year-on-year. The top three increases
are Australian 4WD Action by 4600 copies or
10.19% followed by Campertrailer Australia
by 2300 copies or 22.12% and Caravan
& Motorhomes by 2100 copies or 10.71%.
Wheels posted a decrease of 5000 copies or
-8.8% followed by Street Machine by 3800
copies or -7.48%. Australasian Dirt Bike
increased their cover price by $2.00 to $9.95
and Campertralier Australia increased by
$0.45 to $7.50. Top Gear continues to stay in
the lead within the category.
Australian Mens Fitness posted an increase
of 5.73% compared to the previous period.
The other titles had marginal change when
compared to the previous period. FHM and
Men's Health posted a small increase; Zoo
Weekly posted a negligible decrease. Zoo
Weekly increased its cover price to $4.40 (up
from $3.40 for the previous period).
Home and Lifestyle
Eight of the fourteen titles in this category have
posted an increase in AANPS compared to the
previous period. Country Style leads the deck
with an impressive 7.78% increase compared
to the previous period and 9.58% year-on-
year. Bourke's Backyard reported a decrease
of -9.59% and -10.68% for the previous
period and year-on-year respectively. Better
Homes & Gardens and Australian House &
Garden dominate this category contributing
43% of market share. Three titles had a cover
price increase: Australian House & Garden
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