Circulation Data – ABC Analysis

#CircData: Men’s Health sees 40% decline YOY

by Herman Manson (@marklives) The Audit Bureau of Circulations of South Africa has released consumer-magazine circulation statistics for the period July–September 2019 (ABC Q3 2019); see our newspaper analysis here.

Magazine overview

Total magazine circulation declined by 3.2% on the previous quarter, and by 20.9% on the prior year.
Consumer magazines declined by 5.4% on the previous quarter, and by 20.1% on the prior year.
B2B magazines declined by 3.5% on the previous quarter but increased by 3.3% on the prior year
Custom magazines declined by 1.2% on the prior quarter, and by by 24.3% on the prior year.
Free magazines declined by 7.6% on the prior quarter, and by 41.8% on the prior year. One large circulating title was discontinued.

Business press

Finweek has fallen from 16 569 to 15 740 (a decline of -5.0%; total free copies has jump to 3 213; sales under 50% of cover price at 3 791) in the corresponding previous reporting period (Q3 2018). Financial Mail, however, has increased from 13 134 to 13 138 — up 0.03% (priced below 50% has jumped to 4 027).

Forbes Africa has climbed by 10.05% from 14 740 to 16 222 (total free: 1 729), while Noseweek is down -21.70% from 10 283 to 8 052.

Landbouweekblad has fallen -11% from 24 279 to 21 554 and Farmer’s Weekly has declined by -11% from 10 617 to 9 496.

Entertainment & celeb news

People has seen its circulation increase from 26 752 to 28 866 (7.9%). TV Plus (Afrikaans) is down -23% from 24 111 to 18 490 and the English edition has slid -36% from 12 306 to 7 825.

Bona is down -3% from 59 291 to 57 640 (total free: 1 771) in the previous corresponding reporting period. Drum has fallen -26% decline from 28 865 to 21 463. Huisgenoot has decreased by -6% from 177 393 to 166 106 (priced below 50%: 15 834), while YOU has fallen by -3% from 88 080 to 85 580 (total free has jumped to 5 814). Lig has fallen -15% from 17 502 to 14 882.

Home & gardening, leisure

Condé Nast House & Garden has fallen -11% from 27 462 to 24 392 (total free has jumped to 7 642; back issues: 3 152). Food & Home Entertaining has declined by -11% from 17 660 to 16 292 (total free: 2 769). Tuis Home has declined -12% from 87 040 to 76 304 (total free: 5 690) and VISI has fallen -6% from 17 305 to 16 295.

House & Leisure decreased its frequency to bi-monthly. SA Home Owner is down -2% from 30 421 to 29 857 (total free: 5 936), and SA Garden and Home has fallen by -13% from 41 261 to 35 791 (total free: 4 231). EasyDIY has slid by -29% from 13 020 to 9 257 (total free: 4 502). Habitat is down -49% from 13 259 to 6 779. Idees/Ideas has declined by -13% from 19 497 to 16 887. The Gardener / Die Tuinier has fallen by -22% from 41 282 to 32 360 (total free: 11 091)

Men’s market

Very Interesting has inched down by -2% from 18 157 to 17 818 (total free: 3 277) in the previous corresponding reporting period, while Men’s Health has fallen -40% from 27 580 to 16 547 (total free: 843; priced 50% under: 1 234).

Popular Mechanics is down by -13% from 29 729 to 25 810 (total free: 6 007; priced 50% under: 4 646); while Stuff has jumped by 24% from 12 352 to 15 368 (total free: 2 136, e-editions: 5 290).

Hitting the road

Leisure Wheels is down by -12% from 17 285 to 15 223 (total free: 4 106; sales 50% under: 3 806). CAR climbs by 7%, from 64 948 to 69 313 (total free: 13 217, sales 50% under: 8 481). SA4x4 has grown by 30% from 12 991 to 16 881 (total free: 4 916). Caravan & Outdoor Life/Kamp & Karavaan is up by 6% from 20 125 to 21 407 (total free: 5 631, sales 50% under: 4 640).

Bike SA has fallen -6% from 19 630 to 18 444 (total free: 2 795).

Weg!/Go! is down -9% from 59 508 to 54 281 (total free: 4 474; sales 50% under = 14 010) and Getaway has declined by -7% from 41 077 to 38 096 (total free: 10 072; sales 50% under: 7 218). SA Country Life has decreased -14% from 28 080 to 24 242 (total free = 2 749). Weg!/Go! Platteland has fallen by -8% from 29 176 to 26 876.

Woman’s general

Fair Lady has declined by -9% from 34 749 to 31 450 (total free: 2 420; sales below 50%: 2 081). Cosmopolitan changed frequency to 10 issues a year. True Love is down -17% from 33 137 to 27 442 (total free: 3 918; sales below 50%: 2 037).

Good Housekeeping changed its frequency to bi-monthly. Move! has fallen -36% from 56 846 to 36 176 (below 50% of cover price: 2 373). Vroue Keur has dropped by 10% from 43 806 to 39 455. Woman and Home is up 5% from 60 236 to 63 316 (total free: 4 142; sales below 50%: 6 200).

Kuier has declined by -7% from 87 262 to 81 261 and Rooi Rose has decreased -7% from 57 663 to 53 661 (total free: 3 095; sales below 50%: 6 866). Sarie has fallen -2% from 63 835 to 62 674 (total free: 5 117; sales below 50%: 13 503). Essentials is up 2% from 19 467 to 19 921 (total free: 3 007; sales below 50%: 1 688).

Your Family is down -9% from 23 146 to 21 076, and Women’s Health has decreased by -37% from 28 431 to 18 043.

The MarkLives’ Big Magazine list — total circulation**

Q3 2019

Huisgenoot: 166 106
YOU: 85 580 +3
Kuier: 81 261
Tuis/Home: 76 304 +1
CAR: 69 313 -4
Woman and Home: 63 316
Sarie: 62 674
Bona: 57 640
Weg/Go!: 54 281
Rooi Rose: 53 661

The MarkLives’ Big Magazine list — retail copy sales***

Huisgenoot: 134 662
YOU: 75 272
Kuier: 74 178
Tuis/Home: 49 696
Woman and Home: 47 932
Rooi Rose: 39 845
Sarie: 38 111
Vroue Keur: 36 620
Move!: 33 291
Bona: 29 393
CAR: 29 140
Weg/Go: 26 430
People: 25 796
SA Garden and Home: 25 042
Fair Lady: 24 713
Weg / Go Platteland: 23 880
True Love: 20 358

*Year on year. Only titles covered in this feature; not all titles in ABC category; excludes titles with recent frequency changes.
**By total circulation. Must have a cover price. Annuals excluded. Movement on the Big Magazine list compared to Q3 2018 data.
***By total circulation. Must have a cover price. Annuals excluded. Single copy retail sales.