Home' The Channel Magazine : National Newsagent June 2012 Contents MAGAZINES
The ‘men’s interest’ category was
the biggest casualty in the latest
ABC circulations audit of magazines,
spearheading a year-on-year slump for 13
out of the 16 audited weekly magazines.
The circulation of ACP’s nude flick, People,
fell over 30% on the same quarter last year,
dropping from over 40,000 copies sold to just
under 28,000 while long time sufferer, Zoo
Weekly, also continued its decline.
Zoo fell 29.2% year-on-year from 92,525
sales in the January–March period of 2011
to 65,525 in the same time frame this year.
The Picture, another risqué read from
ACP, dropped by 29% in the period.
Social media has put the pressure on
these lads’ titles, the funny sound bites,
the bloke talk, that entourage type of
conversation is really now done on Facebook
and Google Plus because it’s easier, it’s
The poor performance follows ACP’s
closure of monthly men’s magazine, FHM,
earlier this year.
All titles under pressure
ACP declined to comment on the
performance of any of their titles, but
observers predict the publishing giant will
seriously considering cutting titles in order to
focus on the stronger magazines in its stable.
“They’ve got a great market share so if
they want to go and focus on the areas that
are doing well, they can... They can do some
pruning; get the tree to grow again in the
areas where the content is relevant.” (B&T)
ACP’s celebrity gossip title, OK!, was one
of three magazines to grow its circulation,
rising 2.7% year-on-year, while Pacific
Magazines’ Who also rose half a percent
in the period. Who’s circulation stands at
132,289 while OK! increased to 99,877.
Fairfax’s business title BRW was the
other jumper, growing 2.7% on the same
quarter in 2011.
Financial publications took a hit during
the GFC because people were sick of
reading about it but people are now re-
While OK! showed immunity in a
downward market, the rest of the gossip
titles saw minor slips.
ACP’s Grazia and Pacific Magazines’ New
Idea sustained minor drops, the former
falling just under 4% year-on-year while
the latter fell 2.3% to sit at a circulation of
303,081. NW, another ACP flick, slipped 8.6%
to a circulation of 105,294.
ACP’s Woman’s Day remains the highest
circulating weekly magazine, with 365,266
copies sold every seven days.
Despite the strong fan base, the
magazine slipped 5% year-on year, while
Pac Mags’ Famous remained relatively
stable with a fall of 1.5%. Famous’
circulation is now just under 90,000.
Women’s lifestyle titles, That’s Life (Pac
Mags) and Take 5 (ACP) dropped 8.8% and
7.2% respectively. That’s Life continued
its lead over Take 5 with a circulation of
The true test of the health of all of these
circulations is going to be when retail has
picked up and consumers are filling the
shopping trolley again.
People are still going to buy magazines
because they still want to unplug. Reading
a magazine on a plane, with a coffee, on a
train, that hasn’t changed, it’s still a glossy
nice environment... There may be less
magazines in the future but there will still
be very successful ones, analysts predict.
Sources: B&T, Mumbrella and Audit
National Newsagent June 2012
Universal will make you happy with..
• Delayed Billing for
• $4.9875 per copy
Smile and tell your customers about it.
Cover Price: $19.95
Payment: Delay billed 3 months
Barcode: 9 772200 442003
Category: Health & Fitness
Newsagents are in the business of selling
magazines; customers come in largely
because of the extensive range of magazines;
why would anyone early return a magazine
that does not have to be paid for until three
months later. It’s a chance to sell before you
have to pay for stock. How good is that?
No good, according to some agents
who early return without even examining
what they are returning. These agents are
under cash flow pressures from the volume
of magazines that are sent each month.
Until this volume and inappropriate supply
is addressed the early return issue will
continue as agents simply return a dollar
figure so they can keep their overdraft in
Last month, agents early returned Grand
Designs from Universal Magazines—it is
based on a popular television program,
the demand was strong, there was delayed
billing and still agents just returned it, doing
themselves out of a sale.
This month Universal Magazines is
offering another new title, Wellbeing
Happiness and circulation manager Mark
Darton is hoping agents will not return until
they have had a go at selling it.
Last year, Express Publications tried to
address magazine supply levels, offering
increased commissions, early delivery, no full
copy returns and still agents did not respond.
The secret to successful magazine
management is a point-of-sale system,
careful monitoring of sales to ensure
you get maximum sales from minimum
stock and a positive proactive approach.
Newsagents are the magazine specialists
and want to remain so.
THINK BEFORE YOU EARLY RETURN
“ There may be less magazines in
the future but there will still be
very successful ones”
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