ABC Analysis Q2 2012: The biggest-circulating consumer magazines in SA

by Herman Manson (@marklives) Last ABC Period: April 2012 to June 2012

The ABC has released circulation statistics for the period April 2012 to June 2012 (ABC Q2 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!

Financial Mail, Finweek claims same single copy sales

Financial Mail and Finweek are both claiming single copy sales of 5,338. Exactly 5,338. FM has a paid circulation of 20,961 (total circ 23,046) while Finweek stands at 20,270 (total circ 23,716). Forbes Africa released its first ABC with a paid circulation of 11,918 (total circ 18,061). Noseweek fell from a total circ of 19,910 for the same period last year to 16,064.

Celebs and sad sales

Heat continues its spectacular decline. Down from 35,049 to 30,925. Back in 2005 its circulation was standing at 67,441. Will it be dropping under 30 000 in the next ABC measurement period? People dropped from 89,067 to 87,058 – it was selling 105,102 copies per issue in 2005.

Huisgenoot fell from 305,741 in the same period last year to 281,045. You magazine also declined from 186,066 to 167,485. For the same period in 2005 YOU claimed a circulation of 229,750 and Huisgenoot one of 355,487.

Rolling Stone SA released its first circulation figures – 12,377 total but 8,322 of these were freebies. Single copy sales came in at only 3,782.

More circ losers

SA Garden/SA Tuin fell from 41,981 to 33,021. SA Garden and Home declined from 63,061 to 55,984. Sarie Kos declined from 60,532 to a still very respectable 50,996 while Sarie Woon fell from 34,112 to 27,783.

The Red Bulletin slashed its circulation from 128,927 to 76,749 (total paid for circ: 28).

Fewer lad mags

The surprise in this category was new entry Braintainment with a total circ of 13,080 (mostly single copy sales). Destiny Man grew from 14,994 to 19,250 (total paid 14,633) while GQ grew to 30,054 from 28,160. Men’s Health showed a modest jump to 61,963. Playboy held steady at 16,299. Popular Mechanics continues to impress growing to 49,916 from 45,071.SA Jagter grew to 38,838 from 33,919.

FHM continued its version of the heat free fall – declining from 46,834 to 37,277. In 2005 it was selling 117,365 copies per issue!

Rooi Rose circulation dive

Shock and horror – the Rooi Rose circulation collapsed from 108,898 to 81,555. Anybody have any idea why? Arch rival Sarie fared better dropping to 108,449 from 124,279.

Cosmo grew from 83,273 to 90,444. They also gave away on average 14,490 back issues every month. Elle grew to 39,467 from 36,677 and gave away 7,057 copies a issue. Good Housekeeping / Goeie Huishouding posted its first ABC coming in at 66,486 (incl 16,451 monthly freebies). Marie Claire upped its circulation to 41,544 from 31,772 (8,815 monthly freebies). Woman and Home grew from 95,718 to 101,690 and gave away copies 4,213 per issue.

The winners in this category seem to be Kuier which grew its circulation from 38,042 to 72,493 and Ideas/Idees which grew to 90,622 from 83,366 without having to give away any free magazines.

Fair Lady fell to 54,375 from 59,681. In 2005 Fair Lady was selling 90,852 copies a month. Women’s Health held steady in the low 60 thousands.

Africa Birds and Birding Discontinued

A bit of a shocker – Africa Birds and Birding had been discontinued. According to the publishers the magazine is re-launching with its sister magazine Africa Geographic in the next few months.

Other titles that were discontinued included Farming SA, Avocado and Pols/Pulse. Shape, for which Media24 had not renewed license, effectively closing it down, fell from 37,178 to 28,789.

Top Billing and Cleo magazines also closed down.

The MarkLives Big Magazine list*

1. Huisgenoot 281,045

2. YOU 167,485

3. Move! 138,444

4. Drum 130,513

5. Sarie 108,449

6. Bona 105,816

7. Woman and Home 101,690

8. Ideas/Idees 90,622

9. Cosmopolitan 90,444

10. CAR 87,782

11. People 87,058

12. Rooi Rose 81,555

* By total circulation. Must have a cover price. Annuals Excluded.

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