Manning Gottlieb OMD’s latest expert industry insight
The latest magazine ABC figures were released on 14 February, 2008.
Celebrity weeklies were hit hard. Closer, Heat and Now all fell by more than 11% year on year while Hello! slipped a further 5%.
OK experienced an increase of 9.5% year on year fuelled by a £3.25million TV advertising spend and took the top spot for the celebrity weeklies.
It will be interesting to see how Bauer reacts to these circulation declines particularly when they paid a premium for Heat and Closer.
The German based publisher has already closed First and New Woman and it will be interesting to observe what happens to other struggling titles such as Arena.
The woman’s monthlies also showed a poor performance. However, titles catering for 30-40 year old market such as Psychologies, She and Essentials had stable circulation figures.
Younger titles such as Elle continued to see a decline. The younger titles still rely heavily on cover mounting but this only provides a temporary lift in sales.
Most of the men’s magazines continued their steep declines. Loaded went down 30% and Maxim by 34%. FHM, though it enjoyed a reasonable 6 months registered a year on year fall of 17%.
However, Esquire bucked the trend with a rise of 14% (albeit from a low base) and has benefited from a successful re- launch. On the bright side, Shortlist, the free weekly men’s title, posted a healthy debut ABC of 462,73.
It fell some 40,000 copies short of achieving its 500,000 weekly distribution target, but it is still far ahead of any paid for men’s titles.
After a disappointing December we can see a resurgent January in the National Press Market.
However these figures are masking what has essentially been a poor six months across all titles with the exception of the Observer and the mighty(!) Daily Star Sunday, who were up 0.6% and 13.6% respectively.
The August 07 to January 08 period has seen the total national press market decline by 2.7%, with the Sundays performing slightly worse than the Dailies.
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