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14 May 2010
The total audience for consumer magazines grew in the latest Morgan survey results for the period to March 2010, signalling that reader numbers are on more solid ground. Gross average issue readership edged 0.5 per cent higher compared to the previous survey for December 2009, reaching 39.1 million.
The Health segment continued to perform strongly, posting one of the biggest increases in gross reader numbers, up more than 3 per cent period-on-period.
Growing interest in home improvements was reflected in higher numbers in the Homemaker category, which rose more than 2 per cent in gross readership and Garden titles showing a modest gain of just over 1 per cent for the period.
The Teen titles rebounded strongly, growing almost 6 per cent in gross readers. Bridal magazines rose an impressive 12 per cent over the previous period, while Parenting titles rose more than 3 per cent.
The Food and Entertaining category continued to show favour with readers, growing at just over 1 per cent period-on-period.
Meanwhile, Men’s Lifestyle titles showed a slight dip in gross readers of 1.6 per cent and the recent decline total audience numbers in the Men’s Interest segment was halted with a rise of 0.2 per cent.
The mass selling weeklies segment showed growing stability with numbers dropping just 0.7 per cent period-on-period.
Quarterly sales results released by the ABC for weekly women’s magazines, January to March 2010, show a slight dip in sales of 1.5 per cent compared to the December 2009 quarter, with indications that sales are starting to pick up again after a 12 to 18 month period affected by sluggish economic conditions.
Source: Analysis based on Morgan Readership Survey April 2009 to March 2010, all people aged 14+ years. Audit Bureau of Circulation report January to March 2010, Average Net Paid Sales.