Magazine circ continues dramatic decline, falling 18.7% YOY

by Herman Manson (@marklives) The Audit Bureau of Circulations of South Africa has released consumer-magazine circulation statistics for the period April–June 2019 (ABC Q2 2019); see our newspaper analysis here.

Magazine overview

• Total magazine circulation declined by 10.4% on the previous quarter, and by 18.7% on the prior year.
• Consumer magazines declined by 12.8% on the previous quarter, and by 16.4% on the prior year.
• B2B magazines declined by 3.3% on the previous quarter, but increased by 6.3% on the prior year
• Custom magazines declined by 8.4% on the prior quarter, and by 23.7% on the prior year.
• Free magazines declined by 38.5% on the prior quarter, and by 40.9% on the prior year. One large circulating title was discontinued.

Updated 2019/08/15: In a previous version of our story we made a calculation error when we worked out % movement for individual magazine titles. This has now been corrected. Actual circulation numbers and sector percentages are unaffected. We regret the error.

The business press

Finweek has fallen from 17 188 to 14 812 (a decline of -13.82%; total free copies jump to 1 905; sales under 50% of cover price at 4 228) in the corresponding previous reporting period (Q2 2018). Financial Mail, however, has increased from 13 080 to 13 836 — up 5.78% (priced below 50%: 3 236).

Forbes Africa has climbed from 14 915 to 18 436 (total free: 3 213), while Noseweek is down -25.50% from 11 940 to 8 895.

Landbouweekblad has fallen -15.72%% from 25 013 to 21 081 and Farmer’s Weekly has declined slightly from 10 973 to 10 704.

Entertainment & celeb news

People has seen its circulation decrease from 29 591 to 26 220 (-11.39%%). TV Plus (Afrikaans) is down -22.33% from 25 123 to 19 513 and the English edition has slid -38.07% from 13 259 to 8 211.

Bona has inched down from 59 522 to 58 071 (total free: 1 523) in the previous corresponding reporting period. Drum has seen a dramatic -27.77% decline from 31 889 to 23 033. Huisgenoot has decreased by -11.03% from 186 658 to 166 067 (priced below 50%: 14 228) while YOU has fallen by -12.79% from 96 248 to 83 940 (total free: 1 674).

Home & gardening, leisure

Condé Nast House & Garden has climbed 10.53%% from 25 941 to 28 673 (total free: 4 931, priced below 50%: 3 422). Food & Home  Entertaining has declined by -13.66%% from 19 101 to 16 492 (total free: 1 932). Tuis Home has declined -6.46% from 83 532 to 78 138 (total free: 4 331) and VISI has fallen from 17 305 to 16 295.

House & Leisure has jumped 39.39%% from 15 845 to 22 086 (total free: 2 209). SA Home Owner is down from 32 488 to 31 131 (total free jumps to 6 963), and SA Garden and Home has fallen by -12.04%% from 41 770 to 36 742 (total free: 2 122).

Men’s market

Very Interesting has inched down from 18 157 to 17 818 (total free: 3 204) in the previous corresponding reporting period, while Men’s Health has fallen -25.34%% from 25 320 to 18 905 (total free: 978, priced 50% under: 1 425).

Popular Mechanics has grown by 19.60%% from 26 713 to 31 950 (total free: 8 125; priced 50% under: 5 453); while Stuff has jumped by 20.62% from 12 352 to 14 899 (total free: 1 188). The previous quarter’s claimed 12 576 e-copies didn’t make a reappearance this time round.

Hitting the road

Leisure Wheels has grown by 8.33%% from 17 214 to 18 648 (total free: 4 221; sales 50% under: 4 549). while CAR has jumped 58.85%, from 64 614 to 102 638 (total free jumps to 16 376, sales 50% under: 12 549) Update 23 August 2019: The ABC has restated the circulation for Car Magazine 68 425, down from 102 638. SA4x4 has grown by 21.36% from 13 783 to 16 727 (total free: 5 325). Caravan & Outdoor Life/Kamp & Karavaan has grown by 26.22% from 17 129 to 21 621 (total free: 3 032, sales 50% under: 5 400).

Speed and Sound resigned. Bike SA made no submission.

Weg!/Go! is down -5.83% from 58 945 to 55 507 (total free: 2 787; sales 50% under = 13 051) but Getaway has grown by 4.45% from 41 032 to 42 858 (total free: 6 392; sales 50% under: 10 444). SA Country Life has decreased -15.74% from 29 563 to 24 910 (total free = 2 117). Weg!/Go! Platteland has fallen from 29 176 to 26 876.

Woman’s general

Fair Lady has inched up from 31 900 to 32 364 (total free: 2 624; sales below 50%: 2 509). Cosmopolitan has climbed by 13.48% from 30 745 to 34 889 (total free: 3 488; sales below 50%: 3 182). True Love is down -7.98% from 33 851 to 31 150 (total free: 3 722; sales below 50%: 2 876).

Good Housekeeping is down -10.03% from 36 421 to 32 769 (total free: 3 282; sales below 50%: 2 730 — Goeie Huishouding was discontinued as of March 2019). Move! has fallen-30.84% from 59 944 to 41 457. Vroue Keur has dropped from 45 688 to 43 554. Woman and Home is down from 62 947 to 61 157 (total free: 4 138; sales below 50%: 5 133).

Kuier has declined from 88 523 to 85 978 and Rooi Rose has decreased -5.85% from 58 451 to 55 034 (sales below 50%: 6 133). Sarie has fallen -11.23% from 65 439 to 58 092 (total free: 3 517; sales below 50%: 13 622). Essentials has declined -5.95% from 19 897 to 18 714.

Your Family is down -6.57% from 22 823 to 21 324, and Women’s Health has decreased by -31.79% from 29 666 to 20 235.

The MarkLives’ Big Magazine list — total circulation**

Q2 2019

1. Huisgenoot: 166 067
2. CAR: 102 638  +3
3. Kuier: 85 978  -1
4. YOU: 83 940  -1
5. Tuis/Home: 78 138  -1
6. Woman and Home: 61 157  +4
7. Sarie: 58 092
8. Bona: 58 071  -3
9. Weg/Go!: 55 507
10. Rooi Rose: 55 034  -2

NEW: The MarkLives’ Big Magazine list — single copy sales***

1. Huisgenoot: 140 359
2. Kuier: 78 968
3. YOU: 78 704
4. Tuis/Home: 52 163
5. CAR: 50 102
6. Woman and Home: 45 615
7. Rooi Rose: 42 962
8. Vroue Keur: 40 535
9. Move!: 40 263
10. Sarie: 34 751
11. Bona: 29 701
12. Weg/Go: 29 147
13. SA Garden and Home: 27 549
14. Fair Lady: 24 760
15. People: 24 082
16. Weg / Go Platteland: 23 880
17. True Love: 23 345
18. Drum: 20 919

*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 Q2 2018 data.
***By total circulation. Must have a cover price. Annuals excluded. Single copy sales.

See also

• Weekend newspapers leads circ losses — ABC Q2 2019
• Circulation Data – ABC Analysis

Updated on 23 August and 15 August 2019.

 

Herman Manson (@marklives) is the founder and editor of MarkLives.com.

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