UK Magazine Slump Headed by Women’s Weekly Titles - Piranha Digital

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UK Magazine Slump Headed by Women’s Weekly Titles

By piranha

20th August 2012

The latest figures released by the Audit Bureau of Circulations (ABC) have revealed that in the first half of the year, women’s weekly titles saw a drop of 10.8% – one of the biggest declines in the consumer print magazine sector.

This decline, alongside big drops in the men’s lifestyle and celebrity sectors, saw an overall drop of 4% in the average magazine circulation for the period.

OK Magazine and Star, part of the Northern & Shell group, were the biggest fallers, seeing a 24.8% and 28.9% drop in average circulation. OK Magazine circulation dropped to 439,326 and Star was down to 288,533 for the period January 2012 to July 2012. The only magazine to see any increase in circulation during the same period was The Lady, which saw a 0.1% increase to 27,977.

Despite the slump, Marketing Director of the Professional Publishers Association (PPA) James Papworth says that in the current economic climate, the figures represent a “robust” return for the sector. James also mentioned the continued increase in Teenage Lifestyle and Pre-School categories as signs of “encouraging times ahead” for the publishing sector. The Teenage Lifestyle category reported a huge 55.4% increase in circulation period-on-period.

For the period January – July 2012, 60 magazines reported their digital edition sales figures to ABC, compared with just 16 for the same period in the previous year. Paid-for digital sales for these titles rose by 92% to 185,210.

Cosmopolitan publishers Hearst magazines UK reportedly sold over 350,000 digital editions during this period with Cosmopolitan exceeding sales of 13,000 per month.

Experts in the media industry claim that print circulation will continue to decline and that publishers should look to emulate the successful approach of magazines creating a more branded content such as Moshi Monsters and Egmont Publishing’s Disney and me.

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