ACP Magazines Leads Market In Challenging Environment

February 10

ACP Health and Home titles the star performers

 Comment on the December, 2011 Audit Bureau of Circulations (ABC) audit:

ACP Magazines maintains market leadership with a 50.7% share of all Australian magazines sold in the latest ABC audit (July-December, 2011).

Consumers spent $923 million dollars buying a total of 178 million officially-audited magazines in the 12 months to December, 2011. Consumer spending has fallen by 3.8% since the December, 2010 audit.

Matthew Stanton, CEO of ACP Magazines, said: "While all publishers are bearing the brunt of subdued consumer spending, many ACP mastheads have gained circulation and/or category share in the latest audit.

"The strength of our Homes, Food and Health category titles is especially pleasing, demonstrating that in times of uncertainty people retreat to the really important things in life: home, family and well-being.

"Every ACP Home title grew its circulation year-on-year and period-on-period, led by Australian House & Garden which with circulation of 112,489 now sells, on average, 4,391 additional copies each month than at this time a year ago (a rise of 4.1%).

“For consecutive surveys, Australian Gourmet Traveller has gained circulation, up 1.1% to 76,129, while Recipes+ held firm in the tightly-contested category with 126,150 and closed the gap with Superfood Ideas by 53,709 copies during the year to December.

"The stand-out results for Good Health - up a huge 10.4% or 6,251 copies year-on-year - also  bode well for the launch of Women's Fitness.

"Meanwhile the performance of our Women's titles in their extremely competitive sectors demonstrates readers still turn to them for entertainment, ideas and inspiration.

“In the weekly Women’s category alone, ACP titles sold 53.5 million copies in the year to December, 2011.

"OK! continues to shine in the Celebrity Weeklies category with a year-on-year circulation rise.

"Woman’s Day leads New Idea by a margin of nearly 22% and madison continues to close in on Marie Claire.

"And, of course, The Australian Women's Weekly remains in a class of its own: still Australia's #1-selling magazine and continuing to meet the challenges of time-poor and cost-conscious readers.

"The Weekly is also moving with the times with a strong digital presence: it is one of ACP's four stand-alone magazine apps, offering enhanced and interactive content, and is the country's biggest monthly magazine website.#

“ACP is progressively offering new ways for readers to engage with our magazine brands.

“We currently offer 36 digital editions of ACP magazines, and the growing number of people interacting with our mastheads on  those applications and platforms is not yet reflected in circulation figures.
“Our digital distribution strategy will allow our readers to access our content when and where it suits them, enhancing their engagement and enjoyment of our magazines, attracting new readers and strengthening the brands themselves."

 

Key points: December, 2011 Audit Bureau of Circulations (ABC) audit

  • ACP Magazines maintains market-leading share of 50.7% amid continuing tough retail trading conditions
  • ACP maintains leadership in 10 categories+: Major Monthlies, Major Weeklies, Women’s Lifestyle, Fashion, Youth, Music & Entertainment, Homemaker, Business/Financial, Men’s Interest and Motoring 
  • All three ACP Homemaker titles - Australian House & Garden, Real Living and Belle -  increase circulation year-on-year (YOY) and period-on-period (POP)
  • ACP gains share of Homemaker category, up from 22.7% to 23.9% YOY
  • House & Garden gains 4,391 copies (or, +4.1%), Belle gains 2,179 copies (or, +6.1%) and Real Living gains 3,072 copies (or, +5.0%) YOY
  • House & Garden sells 36,199 more copies on average than Home Beautiful
  • Good Health among top performing titles YOY: up 10.4% to 66,294 copies
  • Good Health outsells competitor Prevention by 15,135 copies as rival sheds 10,220 copies (or, –16.7%) since December 2010
  • ACP’s share of Health category rises YOY, from 17.3% to 24.3%
  • ACP has Australia’s #1-selling title: The Australian Women’s Weekly, with 470,221 
  • The Australian Woman’s Weekly sells 92,173 more copies each month than Better Homes and Gardens 
  • Over year to December 2011, ACP weekly Women’s titles sell 53.5 million copies 
  • Woman’s Day continues to outperform New Idea, selling 66,987 more copies each week
  • In 3 months to December 2011, Woman’s Day out-sells New Idea by  871,000 copies
  • Woman’s Day maintains leading share of Major Weeklies category with 54.9%
  • ACP holds 54.4% share of the Celebrity Weekly category
  • NW continues to outsell Famous by 19,281 copies weekly
  • OK! gains 4,475 copies (or, +4.6%) YOY to narrow gap on Who
  • GRAZIA’s circulation grows 0.5% YOY to 53,792
  • Take 5 holds 45.2% share of Real Life Weeklies category
  • ACP has commanding 63.9% share of Women’s Lifestyle category
  • Cosmopolitan leads category with 125,548 copies
  • madison now sells 85,180 and closes in on Marie Claire by 1,398 YOY; gap now just 14,948
  • Led by increases for Australian Gourmet Traveller (up 810 copies, or +1.1% YOY) and Recipes+ (up 143 copies, or +0.1% YOY), ACP gains share of competitive Entertaining & Food category: up from 24.7% to 26.9% YOY
  • Recipes+ goes from fifth-highest selling food magazine in December, 2010 to third in category in December, 2011
  • Dolly sells 10,304 more copies on average than Girlfriend
  • ACP has 53.0% Youth category share 
  • Harper’s BAZAAR maintains leading share of the Prestige Fashion titles at 54,158 copies monthly; out-sells Vogue by 3,145 copies
  • SHOP Til You Drop remains nation’s leading fashion title, selling 76,549
  • BAZAAR and SHOP deliver ACP 54.5% Fashion category share
  • Money now sells 51,097 copies every month, up 909 (or, +1.8%) YOY to now sell more copies than any other Business/Financial category title
  • Empire now sells 23,357 copies every month, up 0.1% YOY
  • ACP grows share of Men’s Lifestyle category YOY, from 47.0% to 54.7% now
  • Zoo Weekly remains Australia’s #1-selling weekly Men’s magazine with 70,992 copies. It sells more copies each month than any other men’s title in any category
  • ACP maintains leading share in Motoring (85.3%) and Trucking/4WD/Bike categories (47.9%)
  • Street Machine holds steady YOY and POP while Australian Motorcycle News gains 127 copies (or, +0.6%) YOY

+ACP leads the categories:

  • Major Monthlies – The Australian Women’s Weekly, Better Homes & Gardens
  • Major Weeklies – Woman’s Day, New Idea
  • Women’s Lifestyle – Cosmopolitan, CLEO, Marie Claire, madison, Frankie, Russh
  • Fashion – Shop Til You Drop, InStyle, Harper’s BAZAAR, Vogue Australia
  • Youth – Dolly, Girlfriend
  • Music & Entertainment – Empire, Rolling Stone, Limelight
  • Homemaker – House & Garden, Home Beautiful, Real Living, Australian Country Style, Family Handyman, Inside Out, Vogue Living, Belle, Country Home Ideas
  • Business/Financial – Money, AFR Smart Investor, BRW, The Monthly, The Week, Aust Property Investor
  • Men’s Interest – Picture, People
  • Motoring – Top Gear, Wheels, Street Machine, Motor, Caravan World, Caravan & Motorhomes, Street Commodores, Australian Auto Action

 

Sources:    ABC, July - December 2011 (monthlies); October - December 2011 (weeklies)

                          #Nielsen Online Ranking report, January 2012

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