by MarkLives (@marklives) Extracts from the ABC Q4 2015 presentation, released today, Thursday, 18 February 2016, continue to show declines in both newspaper and magazine circulations, although there is evidence of publisher innovation in all areas. Also, with a tightening economy, most marketers are looking at reducing costs and so any local media inflation is being scrutinised.
Please note that our regular in-depth analysis of ABC data is delayed this week, due to our coverage of Design Indaba 2016. It will be published early next week — so keep an eye out!
Press
Excluding a large government title reporting only for Q3, we saw a 2.3% decline in total press (newspaper) circulation Q4 on Q3. Losses accrued across the board.
Among daily newspapers, Q4 declined by 2.7% over Q3 in all categories, except for third party bulk , more than double Q3, off a small base. Weekly newspapers in Q4 declined by 2.7% over Q3, all in single copy sales; however, single copy sales still comprises 93% of circulation.
For weekend newspapers, Q4 declined by 3.1% compared to Q3. While single copy sales declined, subscriptions increased. For free newspapers, Q4 was down by 1.5% on Q3, and a decline occurred in non-residential bulk.
Among local newspapers, Q4 was down 1.8% on Q3, with 98% of circulation derived from single copy sales. For daily press, three newspapers showed minor increases and Cape Times increased by 2.7%. The Times declined by 8.3%, The Herald by 6.6% and Isolezwe by 4.8%.
Weekly press saw Mail & Guardian increased by 9.7 %, mainly in single copy sales and subscriptions – travel & commercial. Soccer Laduma decreased by 11.6%, all in copy sales. Weekend press saw The Southern Cross increase by 3.2% and Weekend Post by 2.7%, all in copy sales.Sunday World declined by 9.2% and Weekend Witness by 6.4%, mainly in copy sales.
In local press, Grocott’s Mail increased by 14.5%, while Gemsbok increased by 10.3%. Tembisan declined by 24%, while Witbank News Friday declined by 11%. In free press, Tame Times Reiger Park Bulletin declined by 50% and Hammanskraal News declined by 40% but Full Sus increased by 20% and The Eagle increased by 15%.
Magazines
Magazines saw a 8.3% decline in all three sectors in total circulation between Q4 0n Q3: consumer declined by 4.4%, B2B by 2.7%, and custom by 10.6%. Subscriptions fell predictably more than press, although free magazines represents the largest percentage.
In consumer magazines, single copy sales, subscriptions and free magazines declined, while sales below 50% increased. Custom Magazines saw single copy sales increased off a small base, while all other categories declined. The composition of Business to Business continues to rely heavily on free distribution; only PDF replica editions showed an increase off a small base.
Home, motoring, travel and women’s general
The home category saw a decrease of 6.8% Q4 on Q3, with declines across the board; but motoring, travel and women’s general saw slight increases Q4 on Q3. In home, Estate Living increased by 44%, all in free circulation. In motoring, Driven Magazine increased by 35%, Caravan and Outdoor Life by 32%, all in free distribution. In travel, Weg Namibie/ Go Namibia increased by 16%, all copy sales. In women’s general, Elle increased by 17%, Rooi Rose by 12.7%, mainly in copy sales; Essentials declined by 15%, mainly in copy sales and free distribution; and Sarie declined by 12.4%, mainly in copy sales.
Graphs, analysis and data courtesy of the ABC.
ABC Q3 2015 stories:
- ABC Analysis Q3 2015: The biggest-circulating newspapers in South Africa
- ABC Analysis Q3 2015: The biggest-circulating consumer magazines in South Africa
- ABC print round-up Q3 2015: Some growth on last quarter
ABC Q2 2015 stories:
- ABC Analysis Q2 2015: The biggest-circulating newspapers in South Africa
- ABC Analysis Q2 2015: The biggest-circulating consumer magazines in South Africa
- ABC Print Round-up Q2 2015 in one word: Decline
ABC Q1 2015 stories:
- ABC Analysis Q1 2015: The biggest-circulating newspapers in South Africa
- ABC Analysis Q1 2015: The biggest-circulating consumer magazines in South Africa
ABC Q4 2014 stories:
- ABC Analysis Q4 2014: The biggest-circulating newspapers in South Africa
- ABC Analysis Q4 2104: The biggest-circulating consumer magazines in South Africa
ABC Q3 2014 stories:
- ABC Analysis Q3 2104: The biggest-circulating consumer magazines in South Africa
- ABC Analysis Q3 2104: The biggest-circulating newspapers in South Africa
- ABC Magazine Round-up Q3 2014: Consumer mags revisit flawed circ counting
- ABC Newspaper Round-up Q3 2014: The Star is down 15.89%
ABC Q2 2014 stories:
- ABC Analysis Q2 2014: The biggest circulating consumer magazines in South Africa
- ABC Analysis Q2 2014: The biggest circulating newspapers in South Africa
- ABC Magazine Round-up Q2 2014: Even the good news is bad news
- ABC Newspaper Round-up Q2014: Depressing doesn’t even describe it
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