June ABC figures reveal recovery in men's lifestyle magazines
By Pamela Mardle Friday, 17 August 2012
Men's lifestyle experienced a renaissance, jumping back to the fifth highest circulating sector in consumer magazines following a 5% year-on-year slump last period.
Free magazine Shortlist led the sector, ranking 10th overall in the highest circulating magazines following a 1% growth since June 2011.
Men’s Health reported a less than 1% decline, an improvement on its 10% year-on-year drop in December.
While the magazine remained 3rd highest circulator in the men’s lifestyle print sector, it was overtaken in the digital stakes by fellow Hearst publication Cosmopolitan, which distributed over 1,000 more digital editions (13,298).
Cosmopolitan more than doubled its digital circulation, distributing 13,298 editions this period compared to 5,675 in December. Men’s Health also boosted its digital presence with increasing demand for digital editions of nearly 5,000 more than last period at 12,142.
However, the number of digital editions reported in the ABC figures had dropped by 10 to 71.
June’s ABC figures also revealed that circulation of pre-teen magazines was the fastest growing in the consumer market, with a 537% year-on-year increase.
Moshi Monsters magazine led the way for the sector, which averaged a circulation of 227,958, a 34.1% increase for the sixth months since December. This moved it up 16 places to rank 36th highest actively purchased magazine for the period.
The magazine experienced the biggest growth for the period except Virgin Media, which increased its circulation by 100,000 copies, all of which were paid for.
Printed titles aimed at primary school children also experienced exponential growth of 183.9% since June 2011, helped by the launch of Club Penguin Magazine launched in February this year.
The debut title, which averaged 49,100 copies, was joined by three other launches aimed at young people: Bin Weevils, Girl Talk Art and Rastamouse.
New title Women’s Health, launched in the UK in February and already published in 12 countries, shot into the top 100 highest circulating magazines with a 100% purchased net distribution of 100,289.
Women’s interest magazines continue to dominate the industry, despite all taking a tumble since 2011, including a 10.9% decline for weeklies. Customer publications led the way in the sector: the top seven cookery and kitchen magazines were attached to a supermarket or the BBC, while John Lewis Edition lead lifestyle and fashion.
Customer magazines continued to lead the consumer magazine sector, with five titles featured in the top 10 highest circulating publications.
Asda overtook Tesco with the highest circulating magazine, but Tesco Real Food jumped two places to rank 4th this period. TV and radio listings magazines TV Choice (1,227,850), What’s on TV (1,215,609), Radio Times (865,562), and Take A Break (786,849) also appeared in the top 10 this period.
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