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Men's Mags Circulation Slide Whilst Women’s Mags Mixed

18 May 2012

Weekly magazines saw print circulation slide 6.2 per cent in the March quarter, with men's publications performing poorly, while weekly women's titles experienced a mixed bag of results.

ABC Circulation Results for March quarter 2012 - Weekly Magazines

The worst drop-offs for the audit were experienced by men's titles. ACP's People dropped 30.7 per cent, while the publisher's other men's title were not far behind. Picture fell 29 per cent and Zoo Weekly fell 29.1 per cent.

Despite these drops, Zoo Weekly remains the best-selling magazine in the men's category, moving 65,632 copies in the three months to 31 March, compared to 92,525 in the previous corresponding period.

Men's titles have been in a slump in recent years. ACP recently announced the closure of iconic title FHM, while the publisher closed the doors of men's magazine Ralph in its print form in 2010.

In the women's category, Pacific Magazine's women's title Who saw a rise in circulation of 0.5 per cent year-on-year, while sales of ACP's women's weekly title OK! increased 2.7 per cent.

Fairfax's BRW was another winner in the audit, posting a circulation increase of 2.7 per cent, selling 41,605 copies in the three months to 31 March. All other titles experienced circulation declines.

The giants of the women's weeklies category, ACP's Woman's Day and Pacific Magazine's New Idea dropped 5 per cent and 2.3 per cent respectively. While Woman's Day continues to out-sell its rival, the gap is narrowing. With a margin of only 62,185 copies, it is the smallest gap since September 1992, according to Pacific Magazines.

ACP's TV Week saw the biggest drop in the women's category, shedding 10.5 per cent of its sales, shifting only 167,540 copies during the quarter.

Pacific Magazines has claimed to have increased its share within the women's weeklies market. Chief executive Nick Chan said: "We are encouraged by the gains made against our competitors during the quarter."

ACP chief executive Matthew Stanton said: "ACP weekly women's category titles sold 60 million copies in the latest audit period, demonstrating that even in difficult times consumers still choose to purchase and spend time with their favourite magazines.

"It's also important to remember that the extensive reader interactions across ACP's growing digital portfolio are not yet reflected in the audit figures."

Source: AdNews

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