ABC Analysis Q2 2015: The biggest-circulating consumer mags in SA •

by Herman Manson (@marklives) The Audit Bureau of Circulations of South Africa has released consumer-magazine circulation statistics for the period April–June 2015 (ABC Q2 2015). (See our newspaper ABC analysis here.) Here are several consumer magazine ABC figures that stand out for us. We’ve 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. Green equals growth, dark red decline, purple maintained or new entrant, orange discontinued or resigned and pink no submission or suspended.

Key insights

Overall, circulation has fallen to 5 432 472 from 5 941 777 in the previous corresponding reporting period (and from 5 716 016 in the previous quarter). Single-copy sales stand at 3 477 480 (down from 3 859 455 in Q2 2014) and total paid (which includes subscription figures) stand at 4 165 913 (down from 4 722 323 in Q2 2014). Paid-for digital copy sales stand at 88 411 (up from 73 237 in Q1 2015 and from 80 561 in Q2 2014).

Custom magazines have seen an overall circulation decline to 8 719 643 from 11 757 395 in the corresponding previous reporting period. Single copy sales in this category stand at 77 283, and total paid for circulation at 1 969 539.

The business press

Financial Mail has declined to 16 148 from 19 866 in the corresponding previous reporting period (and 18 376 in Q1 2015). Finweek is down to 11 313 from 23 782 (and 12 139 in Q1 2015).

Entrepreneur has fallen to 18 394 from 20 294. Forbes Africa has grown to 18 362 from 16 381 (total paid = 7 516). Noseweek has filed the same circulation number as during its corresponding previous reporting period — 17 040. Your Business Magazine has declined to 10 318 from 11 088. SA Career Focus has been terminated.

Farmer’s Weekly is up to 14 367 from 13 863 but Landbouweekblad has fallen to 33 082 from 43 703. Marktoe Magazine has grown to 19 854 from 18 024 in the immediate previous reporting period (all free circulation). Veeplaas has grown to 10 532 from 9 647.

Biggest-circulating business magazines in terms of paid-for (sales, bulk and subscriptions) circulation:

Entrepreneur: 18 315
Noseweek: 17 040
SA Real Estate Investor Magazine: 15 222
Financial Mail: 15 063
Personal Finance: 11 202
Your Business: 9 981
Finweek: 8 810
Your Business Magazine: 7 725
Forbes Africa: 7 516

Biggest-circulating business magazines in terms of total circulation:

Entrepreneur: 18 394
Forbes Africa: 18 362
Noseweek: 17 040
Real Estate Investor: 16 589
Financial Mail: 16 148
Personal Finance: 11 702
Finweek: 11 313
Your Business: 10 318

Entertainment & celeb news

People has continued its circulation decline by falling to 61 104 from 79 810. TV Plus (Afrikaans) is down to 35 007 from 46 151, while the English edition falls to 31 287 from 41 930.

Bona has grown to 81 921 from 74 904 (but has fallen from 91 555 in Q1 2015). Drum has fallen to 86 873 from 107 504, Huisgenoot to 245 388 from 270 772 and YOU to 136 762 from 153 709.

The Big Issue is down slightly to 12 540 from 12 722.

Home & gardening, leisure

Conde Nast House & Garden has declined to 40 010 from 42 519 (total free = 9 668). Easy DYI is up slightly to 14 599 from 13 333. Food & Home Entertaining has grown slightly to 32 179 from 32 007 (total free = 5 329). House & Leisure has declined to 36 155 from 42 547 (total free = 5 277). Sarie Kos has fallen to 39 786 from 50 720.

Elle Decoration has fallen to 24 474 from 25 025 (total free = 3 962) and SA Home Owner to 39 763 from 41 288 (total free = 10 263) but SA Garden and Home is up to 65 930 from 56 217 (total free = 4 707). The Gardener has fallen to 22 859 from 25 528. Tuis Home has fallen to 84 313 from 94 415 (total free = 0) and VISI to 14 838 from 15 778 (total free = 1 253). Woolworths TASTE is listed as a custom magazine — circulation has fallen to 24 176 from 28 525 (single copy sales: 18 931). Fresh Living has declined to 60 863 from 66 859 (single copy sales: 43 503).

Men’s market

Braintainment has grown to 16 831, compared to 15 443 in the previous corresponding reporting period. Destiny Man is down to 15 914 from 22 517 (total free = 7 146) — but it has increased frequency in the interim from alternate monthly to monthly.

GQ is down to 25 215 from 27 045 (total free = 7 047). Hype has grown to 14 180 from 13 992.

Men’s Health has fallen to 42 011 from 53 778 and Popular Mechanics to 34 725 from 42 187. Stuff has fallen to 16 930 from 19 392. New member Tjop & Dop has come in at 10 669 (total free = 2 365). NAG won’t be back.

Health, fitness, sport

Amakhosi is up to 24 085 from 22 306, while Sowetan Magazine has grown to 21 433 from 16 689. Kick Off has declined to 30 639 from 39 696. Golf Digest has fallen to 9 484, down from 9 747, and Compleat Golfer is at 8 823, down from 9 910.

Magnum has fallen to 15 869 from 17 368 and Game & Hunt/Wild & Jag to 13 605 from 15 235. SA Hunter has fallen to 46 473 from 54 506. Wildland Magazine has grown to 8 342 from 7 390.

The Bank Angler/Die Oewerhengelaar has declined to 12 300 from 15 618. The Box has been discontinued.

Hitting the road

CAR has fallen to 61 975 from 74 204 and Leisure Wheels to 17 392 from 19 775. TopGear has fallen to 20 842 from 23 374 (and 33 111 in Q2 2013). Drive Out/WegRy has declined to 28 601 from 39 742 and Topcar to 17 333 from 20 472.

Auto Trader is down to 8 169 from 9 150 and Bike SA to 16 815 from 21 947. SA 4×4 has fallen to 18 487 from 17 657. Speed and Sound is down to 32 383 from 35 088. Cars in Action has resigned.

Getaway has fallen to 31 555 from 44 824 and Weg/Go to 66 771 from 75 488.

SA Country Life is down to 39 712 from 41 909 (total free = 4 097). Weg/Go Platteland has grown to 38 610 from 35 219.

Woman’s general

Cosmopolitan has declined to 52 326 from 64 938 (total free = 9 455), Glamour to 58 025 from 63 507 (total free = 12 283) and Elle to 30 026 from 31 437 (total free = 10 871). Fair Lady has fallen to 40 320 from 55 745. Finesse is down slightly to 55 097 from 55 601. Destiny Magazine has grown to 28 261 from 27 884.

Good Housekeeping/Goeie Huishouding is down to 53 607 from 54 190 (total free = 9 759) and Ideas/Idees has declined to 53 160 from 76 076 and Leef to 35 253 from 44 068. Move! has fallen to 101 566 from 127 635. True Love is down — to 53 761 from 55 704. Vroue Keur has dropped to 66 486 from 67 765 and Woman and Home to 85 986 from 86 117 (total free = 5 405).

Essentials is down to 33 750 from 34 600 and Fitness Magazine to 21 366 from 22 841. Grazia is up to 21 184 from 20 778 (total free = 3 283). Kuier has fallen slightly to 105 390 from 121 512. Marie Claire has dropped to 33 595 from 33 198 (total free = 7 990). Rooi Rose has fallen to 75 409 from 92 848 and Sarie to 91 392 from 104 925. Your Family is down to 40 073 from 47 511 (total free = 3 208). Women’s Health has declined to 42 201 from 58 686, and Longevity to 20 103 from 21 080 (total free = 7 222).

The MarkLives’ Big Magazine list*

Huisgenoot: 245 388
YOU: 136 762
Kuier: 105 390 +1
Move!: 101 566 -1
Sarie: 91 392 +5
Drum: 86 873 -1
Woman and Home: 85 986 +2
Tuis/Home: 84 313
Bona: 81 921 -2
Rooi Rose: 75 409 -4

*By total circulation. Must have a cover price. Annuals excluded. Movement on the Big Magazine list compared to 2015 Q1 data.

ABC Q2 2015 stories:

ABC Q1 2015 stories:

ABC Q4 2014 stories:

ABC Q3 2014 stories:

ABC Q2 2014 stories:

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