by Herman Manson (@marklives) The latest ABC circulation results (for July 2013 to September 2013 — ABC Q3 2013) show that content marketing (custom publishing) print titles lost some ground compared to the same reporting period a year ago – circulation fell to 12,395,274 from 13,427,811. Some 2,195,572 of these were paid for copies. In terms of circulation the DSTV magazines continues to dominate – they are the only magazines with a circulation of over a million.
Private Life (correction: we incorrectly reported Plascon Spaces was discontinued. It is still being published by New Media) was discontinued as was AbouTime (the in-flight magazine of 1Time). Cell C discontinued its print magazine (circ 126,446). Vodacom Now (circ 866,090) also moved its attention online closing down the print title.
A number of titles saw significant circulation decline. Reality (for Sanlam) fell to 153,416 from 177,279 and JSE fell to 13,242 from 28,778. Mercedes fell to 15,840 from 26,352. Taste (Woolworths) fell to 25,651 from 31,073. Edgars Club fell to 757,293 from 906,376 and Ellerines Club to 111,662 from 152,450. Foschini Retail Group Club Magazine fell to 977,852 from 1,012,338. JD Group Club Magazines (A) fell to 165,597 from while 377,226 JD Group Club Magazines (B) declined to 98,605 from 211,231 (see JD Group ‘embarks on third lot of job cuts’). Jet Club fell to 861,943 from 915,678. Furniture City Club fell to 8,301 from 17,274. Clicks Club Card fell to 546,680 from 603,305.
Circulation winners included DSTV Compact – which grew to 1,304,235 from 1,159,748, Sea Rescue grew to 56,084 48,961 and Sawubona jumped to 87,500 from 61,303. Ackermans Club grew to 98,447 from 79,692 and Club X grew to 162,166 from 142,236. Foschini Soccer Club jumped to 84,832 from 66,999 and Foschini Sports from 246,991 to 237,645. RCS Lifestyle grew to 376,200 from 350,000.
4 Year Category Trend by Quarter: Custom Magazines
The biggest circulating custom magazines for Q3 2013 were:
1. DSTV Premium Mag / Tydskrif (M) 1,526,988 – New Media Publishing
2. DSTV Compact (M) (M) 1,304,235 – New Media Publishing
3. Discovery (3xA) 987,557 – John Brown Media
4. Foschini Retail Group Club Magazine (M) 977,852 – Highbury Safika Media
5. Jet Club (10xA) 861,943 – The Publishing Partnership
6. Edgars Club Magazine (M) 757,293 – John Brown Media
7. Clicks Club Card 546,680 (AltM) – The Publishing Partnership
8. Lewis Stores Club Magazine (AltM) 456,151 – New Highway Publishing
9. Woolworths W (3xA) 447,380 – New Media Publishing
10 RCS Lifestyle (Q) 376,200 – The Publishing Partnership
Edgars Club Man 200,000 (3xA) – John Brown Media
Spur Totem (Q) 199,400 – John Brown Media
Super Club for Kids (M) 186,865 – Highbury Safika Media
Highest single copy sales* – so over the counter sales basically – was achieved by Fresh Living (John Brown Publishing for PicknPay) with copy sales of 50,874 (total circ 72,424, total paid for circ 52,133) followed by TASTE (New Media Publishing for Woolworths) with 20,005 (total circ 25,651, total paid for 24,792).
*Excludes diaries