ABC Analysis Q3 2012: The biggest-circulating consumer magazines in SA
by Herman Manson (@marklives) Last ABC Period: July 2012 to September 2012
The ABC has released circulation statistics for the period July 2012 to September 2012 (ABC Q3 2012). Here are a couple of numbers that popped out for us. We also updated our list of the biggest circulating consumer magazines in SA!
Note: We compare the current figures with the same figures for this time last year and not with the previous quarter!
Biz and Finance
The Finweek and the Financial Mail circulation departments seems to have come to a joint decision to longer put out the exact same sales figures. Good on them. FM upped its circulation to 25,065 from 23,649 at the same period last year (total paid: 22,980) while Finweek declined to 21,978 from 25,670 (total paid: 19,359). New entrant Forbes Africa shows an ABC of 18,919 (total paid 9,688). Noseweek took a bit of a tumble to 15,886 from 18,006 – maybe it’s time to hire some fact checkers and halt the decline.
Health not looking healthy
Shape and Pols/Pulse both closed down resulting in circulation figures for the ‘Health’ niche collapsing from 174,116 to 98,912 (or more than 75 000 copies). Shape competitor Women’s Health is categorised by the ABC as falling under Woman’s Magazines. It would have added 57,270 copies to the category.
Entertainment/celeb news is bad news
Huisgenoot declined to 273,772 from 289,068 (and from 281,045 in the ABC period for April 2012 to June 2012). YOU fell to 162,879 from 175,698 and Drum to 115,375 from 130,253. Bona fell to 82,855 from 90,311.
Home not where magazines are
The Home category fell to an average of 823,567 copies sold from 914,863 for the corresponding period last year. SA Garden & Home declined to 58,253 from 62,162. Sarie Kos fell to 50,996 from 60,532 and Sarie Woon to 27,783 from 34,112. But House & Leisure bucked the trend and climbed to 43,991 from 38,215. The biggest circulating magazine in this category is Tuis/Home with a circulation of 79,524.
Playboy a floppy while Kick Off scores, WTF Rolling Stone
Destiny Man climbed to 19,250 from 14,994 (total paid 14,633). FHM continued its decline to 37,444 from 46,877 – in 2005 it was selling 117,365 copies per issue!. Men’s Health fell to 64,186 from 70,575.
Playboy collapsed to 3,839 from 10,818 (and 16,299 in the 2012 Q2 reporting period -we’ve asked for comment and will publish when/if we hear anything). CAR magazine declined to 73,521 from 84,421. TopGear released a circulation figure of 37,096. Kick Off jumped to 61,140 from 45,382.SA Hunter climbed to 40,539 from 35,219. SA Sports Illustrated will be disappointed with its fall to 18,055 from 24,346.
Rolling Stone really can’t afford to not submit its second only ABC figures – but they did it anyway! Single copy sales for the Q2 reporting period came in at only 3,782 (total circ: 12,377).
Weg/Go still rules travel
The combined circulation of Weg and Go magazines fell slightly from 77,540 to 78,155. Getaway climbed slightly to 51,649. SA Country Life fell to 35,183 from 40,306.
Rooi Rose jumps back
Cosmo gained nicely to 85,212 from 81,291 in the corresponding reporting period last year (but down from 90,444 for the 2012 Q2 reporting period). Essentials stumbled to 34,780 from 41,673. Finesse dropped to 73,797 from 84,653. Glamour was down to 70,885 from 78,045. Good Housekeeping posted a circulation of 65,278 (there was no corresponding previous reporting period) which is slight down on its Q2 results of 66,486 – it did however bump up freebies from 16,451 copies to 18,516. Newly launched weekly Grazia posted an ABC of 20,745.
Kuier grew to 78,896 from 47,032 – up once again on its impressive 2012 Q2 results of 72,493. Real grew to 60,986 53,369. Marie Claire dropped more than 10 000 freebies a month to up its circulation to 41,791 from 37,157. Move fell to 125,952 from 138,157. Soul fell to 38,235 from 47,744. True Love fell to 71,126 from 81,633. Woman and Home declined to 86,153 from 91,936. Your Family seems to be going through a rough patch falling to 45,421 from 53,183. Women’s Health fell to 57,270 from 62,933.
Rooi Rose fell to 100,949 from 113,485 but still staged a recovery from its Q2 ABC of 81,555. Sarie declined to 100,855 from 114,884. Rooi Rose dropped an average of 3,614 freebies a month – Sarie 3.
The MarkLives Big Magazine list*
1. Huisgenoot 273,772 –
2. You 162,879 –
3. Move 125,952 –
4. Drum 115,375 –
5. Rooi Rose 100,949 up +7
6. Sarie 100,855 down -1
7. Ideas/Idees 89,614 down -1
8. Woman and Home 86,153 down -1
9. Cosmopolitan 85,212 –
10. People 84,323 – up +1
11. Bona 82,855 – down -5
12. Kuier 78,896
13. Weg/Go 77,540
14. Finesse 73,797
15. CAR 73,521 – down -5
Bona and CAR both fell out of our Big Magazine List (for this list we compare circulation to the previous reporting period rather than the corresponding reporting period from last year). Rooi Rose made it back into the Top 10 as did People magazine.
Our previous Big Magazine List showed 7 magazines with a circulation over 100 000, 2 with a circulation over 90 000 (but under 100k) and 1 with a circulation under 90 000. For the updated list that number declined to 6 with a circulation of over 100 000 while the remaining 4 all showed a circulation figure below 90 000.
* By total circulation. Must have a cover price. Annuals Excluded.
Movement on the Big Magazine list compared to 2012 Q2 data.
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