Circulation Data – ABC Analysis

#CircData: Men’s Health, Women’s Heath continue dramatic circ fall

by Herman Manson (@marklives) The Audit Bureau of Circulations of South Africa has released consumer-magazine circulation statistics for the period October–December 2019 (ABC Q4 2019); see our newspaper analysis here.

Magazine overview

Consumer magazines increased by 6.8% on the previous quarter, and decreased by 12.3% on the prior year.

Business press

Finweek has fallen -3%, from 15 423 to 14 954 (total free copies: 3 349; sales under 50% of cover price at 3 648) in the corresponding previous reporting period (Q4 2018). Financial Mail has declined from 13 910 to 13 380 — down -3.8% (priced below 50%: 3 722).

Forbes Africa has climbed by 9.2%, from 14 941 to 13 568 (total free: 2 850), while Noseweek is down -26.01%, from 9 882 to 7 300.

Landbouweekblad has fallen -8.9%, from 22 723 to 20 692, and Farmer’s Weekly has declined by -12.2%, from 10 421 to 9 146. Marktoe has slid by -13.5%, from 12 116 to 10 482.

Entertainment & celeb news

People has seen its circulation increase, from 29 575 to 32 303 (+9.2%). TV Plus (Afrikaans) is down -26.6%, from 22 564 to 17 699 and the English edition has dropped -36.4%, from 11 164 to 7 100.

Bona is down -25%, from 66 887 to 50 148 (total free: 2 933). Drum has fallen -28%, from 27 288 to 19 602. Huisgenoot has decreased by -7.1%, from 174 683 to 162 307 (total free: 5 122), while YOU has fallen by -5.8%, from 88 301 to 83 214 (total free: 4 360). Lig is up +0.6%, from 16 800 to 16 906. The Big Issue is down -27.1%, from 8 769 to 6 389.

Home, gardening & leisure

Condé Nast House & Garden is up by +5%, from 25 783 to 27 060 (total free has jumped to 11 805). Food & Home Entertaining has grown by +5.1%, from 16 877 to 17 828 (total free: 4 515). Tuis Home has declined -15.9%, from 82 179 to 69 112 (total free: 3 097) and VISI has fallen -3.7%, from 15 257 to 14 685.

House & Leisure has decreased its frequency to bi-monthly and has come back in with a circulation of 21 034. SA Home Owner is down -7.6%, from 32 652 to 30 157 (total free: 6 828), and SA Garden and Home has fallen by -5.3%, from 39 204 to 37 126 (total free: 4 229). Habitat is down -45.3%, from 13 290 to 7 213. Idees/Ideas has declined by -14.9%, from 17 593 to 14 971. The Gardener/Die Tuinier has fallen by -18%, from 37 120 to 30 434 (total free: 10 759).

Men’s market

Very Interesting has inched up by +0.1%, from 17 561 to 17 582 (total free has jumped to 5 005), but Men’s Health has fallen -42%, from 23 452 to 13 518.

Popular Mechanics is down by -27.7%, from 30 345 to 21 952 (total free: 3 461); and Stuff has fallen by 43.9%, from 22 546 to 12 658 (total free: 2 133, e-editions: 3 053).

Hitting the road

Leisure Wheels is down by -28.1%, from 17 956 to 12 910 (total free: 1 748; sales 50% under: 3 018). CAR is down by -8.2%, from 65 283 to 59 899 (total free: 10 829, sales 50% under: 8 575). SA4x4 has grown by +4.3%, from 13 586 to 14 165 (total free: 1 995). Caravan & Outdoor Life/Kamp & Karavaan is up by +1.1%, from 18 683 to 18 896 (total free: 1 837, sales 50% under: 4 863).

Bike SA has fallen -13%, from 19 329 to 16 809 (total free: 2 765). Super Bike is down by -20.8%, from 9 090 to 7 202 (total free: 1 564).

Weg!/Go! is down -19.5%, from 56 932 to 45 836 (total free: 1 932; sales 50% under = 12 113) and Getaway has declined by -35.3%, from 41 178 to 26 662 (total free: 3 968; sales 50% under: 3 722). SA Country Life has decreased -4%, from 26 641 to 25 582 (total free = 4 782).

Woman’s general

Fair Lady has declined by -24%, from 35 624 to 27 062 (total free: 2 547; sales below 50%: 2 299). Cosmopolitan has changed frequency but has posted a circulation figure of 34 915. True Love is down -39.3%, from 36 330 to 22 043 (total free: 3 016; sales below 50%: 2 286).

Good Housekeeping has changed its frequency to bi-monthly and has come in with a current circulation figure of 33 933. Move! has fallen -38.7%, from 53 524 to 32 811 (below 50% of cover price: 2 232). Vroue Keur has dropped by -11.3%, from 43 554 to 38 623. Woman and Home is down -4%, from 67 724 to 65 034 (total free: 4 804; sales below 50%: 6 200).

Kuier has declined by -6.5%, from 91 964 to 85 949, and Rooi Rose has decreased -9.1%, from 64 406 to 58 531 (total free: 4 043; sales below 50%: 6 857). Sarie has fallen -18.1%, from 66 585 to 54 548 (total free: 5 822; sales below 50%: 12 913). Essentials is up +1.3%, from 18 388 to 18 620 (total free: 2 624; sales below 50%: 1 900).

Your Family is up by +5.6%, from 22 989 to 24 271 (total free: 4 438), but Women’s Health has decreased by -41.7%, from 26 005 to 15 170.