In troubled times, readers went looking for diversions. The winners and losers in the latest circulation figures. Australian readers welcomed relaunches and imports but rejected more traditional magazine titles and those dealing with expensive subjects, in a year that challenged local publishers. In general, publishers believe the rise in interest rates and ensuing belt-tightening in the second half of 2003 affected AustraliansÕ reading habits. Titles dedicated to entertainment, craft and sport did well in the 12 months to December according to the latest Audit Bureau of Circulation figures, perhaps affording readers a chance to forget their worries temporarily. However, titles such as Money Magazine (ACP), Shares, Personal Investor (both Fairfax Business Media), and most motoring titles lost considerable ground, as did naked-women publications. Australian Property Investor (Australian Commercial Public-ations) was the exception in the business category, gaining 39% in circulation. Time (Time Inc) continued to lead the sector, with a minimum rise of 0.8%, just short of 100,000 weekly sales, ahead of the Bulletin (ACP) with 70,000. The homemaker category remained stable. Fairfax business magazines associate publisher Michael Robinson believes the economy impacted on Personal Investor and Shares, but is confident early 2004 figures combined with new editorial teams in both publications will mean a better result this year. BRW gained 3% in the 12-month audit period. ACP group publisher menÕs & specialist magazines Phil Scott says the uncertain economic conditions played a role in the 23% decline of Money (down to 53,000 copies from 69,000 a year ago), as well as the losses felt by the three leading motoring tiles Wheels (down 4%), Unique Cars (down 8.6%) and Motor (down nearly 7%). ÒThe share and property markets were a bit soft and caused a ripple effect in the homemaker and motoring categories. It was generally a tough market,Ó Scott said. Cover price rises in the naked-women titles didnÕt help, as didnÕt the easy access to those images through the Internet at a lower cost. Australian Hustler (Australian Hustler Publications) lost the most (24%), with ACPÕs 100% Home Girls and Picture down 15% and 6% respectively. But Scott says January and February sales are beginning to show an upward trend. ÒItÕs a very price-sensitive market, but IÕm not unhappy with the result. If [the trend] continues, we will post a modest growth in People and Picture this year.Ó Conversely, Inside Sport and Golf Australia (Horwitz) seemed to capture the imagination of male readers. Nigel Wall, executive director sport at Horwitz, attributes Inside SportÕs 30% growth to the titleÕs substantial overhaul. ÒWe relaunched with a larger format, more dynamic design, new art director, new and exclusive writers and established the core aim and values of the magazine. The ÔwowÕ factor came in words, pictorial and design,Ó Wall says. ÒThe mag is 12 years old and has always been successful, but now there is a whole new generation that was unfamiliar with it. ItÕs a whole new market of readers.Ó He attributes Golf AustraliaÕs 15% circulation rise to the publicationÕs ties with industry associations and the push to recruit junior players who have responded well to the magazineÕs reward offerings. The relaunch of EmapÕs monthly magazine New Woman was responsible for its growth Ñ up 21% to 87,000 copies Ñ at the expense of ACPÕs Cosmopolitan (down 0.5%), Australian WomenÕs Weekly (down 1%) and Cleo (down 3%), and PacificÕs Family Circle (down 7%). Emap managing director Rob Munro-Hall says the extensive refurbishment of New Woman paid off. ÒWe invested quite a bit in the editorial and in the marketing as well. It was a very different product that we put in the marketplace in October Ñ lots of bite-size pieces and an attitude all of its own,Ó he says. ÒThere was an awful lot of thinking that went into the UK New Woman and they relaunched before us. We replicated their thinking and their research and found women wanted the same [things] here.Ó Imported thinking also bodes well for EmapÕs entertainment title Empire, which rose nearly 41% to 27,000 copies, and for the English WomanÕs Weekly (IPC), up 11% to 26,000. ACPÕs NW (up 10%) to 166,000 did well against its own weekly market leader WomanÕs Day (down 1% to 533,000) and PacificÕs New Idea (up 2% to 405,000). ACP group publisher womenÕs & lifestyle Pat Ingram said the relaunch of New Idea and Who (Time Inc) in the weekly market, gave the whole category a boost, with its own TV Week managing a 10% rise. Who grew 4% in the six months, but ended the year stable with a minimal rise of 0.2%. ÒWe didnÕt go out with big marketing guns. We let them have a go [but] the WomanÕs Day readership is still strong. The next six months will be very interesting,Ó Ingram says. ÒIn the monthly [market] we pulled out of the tip-on strategy and invested in content and size. We did extremely well for not having that assistance. WeÕve got two very strong titles in Cosmo and Cleo and will bring them back to core product.Ó EmapÕs FHM also responded well to editorial changes over the later part of the year, growing 15% to 117,000 copies and stealing leadership from ACPÕs Ralph which lost less than 1% to 102,000. MurdochÕs MenÕs Health did well in the face of FHMÕs push, growing 8% to 47,000. Other audit winners included all titles dedicated to youngsters. PacificÕs K-Zone, and Girlfriend grew 17% and 13% respectively, and Total Girl, audited only in the six months to December, achieved an 18% rise. Dolly by ACP remained category leader, growing 14% to 158,000 copies. In fashion, Marie Claire (Murdoch) continued its dominance with 7% growth to 109,000 copies, widening the gap between itself and second place InStyle (Time) which rose 3% to 62,000. Derwent HowardÕs debut in the six-monthly audit was encouraging, with entertainment magazines Official Australian XBox and Official Australian PlayStation rising 21% and 13% respectively. Among the worst performers of 2003 was Your Garden (down 18%) by Pacific Publications, which axed HQ, B, Juice and Australian Surf in the same period, fuelling speculation the gardening title may be next. However, Pacific spokesman Simon Francis says Your Garden is a core title for the publisher and will be revamped in 2004. New Idea will also receive greater editorial and marketing focus from the newly established management team installed by Ryan Stokes, son of SevenÕs executive chairman Kerry Stokes. The year-on-year circulation result for independent ReaderÕs Digest also rated among the worst in 2003, but the publisher attributes this to a revision of its pricing strategy which resulted in a reduced rate base. An increase in the introductory subscription price for the magazine in June 2003, from $29.95 to $49.95, as well as a rise in the retail price for single copy sales to $5.80 has trimmed some excess numbers, with audited circulation now down to 330,000 compared with 405,000 in December 2002. ÒWe knew the higher prices would mean some reduction in new subscribers and we would not aim to replace those subscribers who historically only responded to the lowest price,Ó says ReaderÕs Digest managing director Paul Heath. ÒIn the last two years we have made massive changes to the magazine, including better paper stock, new features and an expansion of Australian content. Our focus is on generating more loyal subscribers who are willing to pay more for a higher quality magazine.Ó H
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