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John Farquar: The ABC consumer mag overview
Print's share of the total measured adspend is approximately 39% (R9 billion annually). This does not include non ABC members. Because ABC members account for the bulk of print sales, it is estimated that these titles attract more than 90% of the advertising spend. On this figure newspapers take about 70% of the spend and magazines 30%.
Print's share of the total measured advertising spend is declining as a result of increased competition from electronic media. This is likely to continue as internet availability increases.
With few exceptions, newspaper circulations are down for the period under discussion. In this category, the Free suburban newspapers continue to dominate as they expand and service new suburbs. Currently there are 192 titles. Daily newspaper circulations are on average down about 5%.Weeklies and Weekend titles share a similar fate. When debating the value of newspapers, decisions should be based on paid sales. Some newspapers support the Print Media Initiative in Education (PMIE) where newspapers are used as educational tools.
But on to magazines. All figures are total circulation.
Consumer
Consumer magazines are a mixed bag. Many are mediocre in terms of content and overall quality, some offer fair value, and a few are good. A characteristic of the magazine industry in this country is that the majority are clones of international titles.
In many sectors there far too many titles competing for the same reader. The result: this market over niched. Circulation growth will be tough.
Arts & Culture
De Kat. Visually the product is above average. However, the magazine has missed two ABC submissions: July - September, and September - December 2009. Last reported circulation 13,090. Judging from the content the magazine is aiming at the top-end consumer. Ad rates are high. With such a low penetration, is the audience worth addressing?
Business & News
Business Africa is a new listing. With a paid circulation of 33,776 it is the highest in this category, but check where it is circulated.
Entrepreneur appears to have carved a profitable niche. Sales show growth. Now at 30,245 from 16 111.
FM at 26,233 is down, possibly from online competition.
Finweek. Covering English and Afrikaans. Sales at 29,451 show a slight drop. Online competition perhaps?
Noseweek dominates the investigative sector with static sales at 21,910.
The Thinker. This is obviously a labour of love aimed at a very select political audience. Sales 1,981 (1,221 paid). Commercial value doubtful.
The rest of the titles in this category - no change.
Celebrity
Funk has bitten the dust.
Heat has dropped to 51,633.
People, once flying high, is down at 85,450.
Has this category peaked?
Conservation and Wildlife
Highly specialised, showing a slight drop. Simply Green Magazine is new on the market with 7,390.
Entertainment
Eat Out suffered a major change. Down from 72,104 to 24,980.. The recession probably had a hugely negative effect on advertising revenue and possibly magazine sales.
TV Plus has dropped from 143,892 to 117,502. Could this be as a result of SABC finances?
Family Interest
Bona, published in English, Xhosa, Zulu and Sotho the magazine is one of the oldest titles aimed at the black reader. Show continuous growth, up from 73,043 to 82,710.
Drum also showing growth, up from 110,463 to118,636.
Huisgenoot. Although The biggest seller at 320,862 circulation has stalled.
You. At 190,859 circulation has stalled.
Note: the primary reader of both magazine was always the white population. Although the content of both is multi-racial this has not helped sales. Judging by the low sales to a population ratio of black titles, general magazines will probably have a tough time attracting buyers from the black population.
Health
The fizzle has gone out in this category, with Shape the only title to hold it's own. Weigh-Less, a new member, listed sales of the category by 28,178.
Home
This category ranges across, Gardening, Food, Décor, Property. In all these sectors there is too much competition, far too many options with 26 titles aiming for what is a limited market. Total number of copies distributed 712,524. Total number of copies paid for 589,536. Total free 122,988.
Titles that have lost their sparkle:
Elle Décor down from 29,181 to 19,781.
SA Garden & Home down from 64,234 to 54,587.
DIY Home/Selfdoen Tuis is a new member, moving in with a healthy 24,052. (Perhaps a reflection of the current 'fix it, don't buy' culture?)
Sarie Kos is up from 49,566 to an impressive 66,564.
It is of interest to note that Property Magazine has changed sector and included décor and lifestyle as part of its editorial mix. Possibly because of the decline in property sales?
Leisure
No real change.
Male
FHM down from 71,408 to 61,155
Men's Health steady at 71,020.
Popular Mechanics dropped slightly to 45,463.
And the surprise... Stuff is up - again - from 12,587 to 15,670. Understandable, as it is a gadget magazine.
(Strange, Destiny has a male version but no ABC.)
Motoring
As a category with 11 titles, no joy. Static. The Recession again?
Although still the leader Car magazine sales are static.
Niche title Leisure Wheels, up sales 14% from 14,565 to 18,534.
Parenting
Sixteen titles with a combined paid circulation of 175,141 and a free distribution of 196,384. Sales static apart from a healthy increase from 18,378 to 21,548 for Baba & Kleuter. Proof again of that Afrikaans reader loyalty to strong editorial?
SciTech
Paid 36,927. Free 100,964.
Tech Smart the largest freebie at 98 513.
SA Computer Magazine closed.
NAG static (possibly due to strong online presence).
Sport/Hobby
28 Players. 103,470 free and 372,133 paid. Circulation static. Each title reaches a limited number of sporting enthusiasts.
Amongst the monthlies Sports Illustrated sales dropped from 41,115 to 30,552.
Travel
12 titles. Total sales 272,780.
Dominated by Weg/Go 88,673, up 3,000
Getaway 51,696 down from 61,885. The rest remain static.
Woman's interest
25 titles. Total paid circulation 1,464,035. Free 90,667. Grand total 1,554,702 down from 1,620,386.
Most titles remained reasonably static or showed losses of 5 - 10 percent.
Cosmo down from 106,315 to 97,892.
Femina (closed as from April 2010 issue) dropped from 37,987 to 31,121
Move plummeted from 194,967 to 119,559.
True Love slipped from 94,558 to 81,770.
Cleo, Marie Claire, Soul, Woman and Home and O, The Oprah Magazine all showed slight growth.
Fairlady up from 72,357 to 75,322.
Sarie up from 115,794 to 122,105.
Woman's Special
Circulation static. Total sales 91,342. Free 8,905.
Intimacy - Intiem grew from 20,271 to 27,886 (20,756 paid)
Youth
Total Sales 135,796, Free 139,870.
Free distribution Life after School grew from 35,492 to 40, 870.
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Astonishingly, the ABC of Women's Health is not mentioned in this summary of the ABC's. Most magazines attempt to delay their ABC (after launch) to build a circulation that advertisers would admire. Women's Health, after 2 issues, has a circulation (ABC) of 65 818. As a new entry, this is an amazing performance. More interesting is that Shape has increased circulation, proving that female health and lifestyle is a global (and South African) bubble and this category will expand while other female magazine categories contract.
by Anon on March 09 2010, 11:27
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Point taken, anon. The post launch success of Women's Health has been phenomenal and Shape has done an impressive job of growing its market. Proof perhaps that living a healthy lifestyle can no longer be considered niche.
by Shelagh on March 09 2010, 12:01
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It seems like Conde Nast publications; GQ and Glamour aint listed? Have they dropped or peaked???
by B on March 09 2010, 12:09
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I'm afraid we couldn't list all the ABC figures otherwise it would go on for pages. All publishers get copies of the ABC reports. John just gave his overview.
But for your info:
GQ dropped from 29,070 to 26,012.
Glamour dropped from 94,973 to 89,989
by Shelagh on March 09 2010, 12:15
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Is Rooi Rose not worth a mention? Slightly biased 'overview", I would say...
by S on March 10 2010, 10:29
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All still doing down?
by C on March 10 2010, 12:14
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You leave anyone out and you p*ss them off. Needless to say our titles were mentioned , but if yours weren't and they are doing well, surely this is the place to brag about it, rather than complaining?
by anon on March 10 2010, 17:42
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Not sure what the surprise is when in comes to the increase in Stuff Magazines ABC! John comments that its understandable because its a gadget magazine. When you look at both the SciTech & Male categories you will notice that the circulations are down. As more and more consumers struggle with economic pressures only titles that truly cater for the needs of there markets will flourish. Stuff Magazine does just this with good quality editorial and relevance backed with a understanding of what its audience is looking for.
by S on March 11 2010, 09:16
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Why would the author of the Women's Health comment choose to remain anonymous? Speak up - and you will be taken seriously.
by Katie D on March 11 2010, 13:30
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Can this website do some real research and find out WHY some titles' circulation has decreased?
by B on March 12 2010, 07:42
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Yes we missed 2 ABC periods because after lenghty discussions with the ABC they still only count print! Our massive new audience our tv show has generated and spinn offs like great website activity is not portrayed by the ABC. As we all face serious challenges in our respective markets is the time not at hand when magazines should be judged as BRANDS and our efforts be rewarded or viewed holistically?
by Elzilda Becker Publisher DEKAT on May 13 2010, 12:57
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