ACP MAGAZINES: AUSTRALIA’S #1 MAGAZINE PUBLISHER
August 10
ACP MAGAZINES: AUSTRALIA’S #1 MAGAZINE PUBLISHER
Comment on the June, 2012 Roy Morgan Readership Survey and ABC Audit
• ACP reaches more Australians with the country’s top multi-platform magazine brands including:
The Australian Women’s Weekly: Australia’s #1 monthly magazine
o Readership: 2.411 million, UP 11.3% YOY
o Average net paid print sales: 465,477
o Average net paid digital sales: 5,963
o Average total paid masthead sales: 471,440
o Australia’s #1 monthly magazine website: average 1.015 million UBs/month
o More than 70 million cookbooks sold; branded homewares range in Harris Scarfe stores
Woman’s Day: Australia’s #1 weekly magazine
o Readership: 1.762 million
o Average net paid sales: 360,409
o Australia’s #1 weekly magazine website: average 1.013 million UBs/month
Australian Gourmet Traveller: Australia’s only super-premium food title
o Readership: 300,000
o Average net paid print sales: 74,515
o Average net paid digital sales: 3,306
o Average total paid masthead sales: 77,821
o Gourmet Traveller Restaurant Guide mobile app: 5,527 downloads, October 2011 – June 2012 (Apple, iTunes Connect)
Dolly: Australia’s #1 Youth magazine
o Readership: 324,000
o Average net paid sales: 92,153, UP +2.2% YOY
o Average 265,095 website UBs/month internationally
o More than 133,000 Facebook ‘likes’
o Branded clothing range in Target stores
QANTAS The Australian Way: Australia’s #1 in-flight magazine
o Readership: 391,000
o Average app downloads/issue since launch in March 2012: 20,345 (Mogeneration Pty Ltd)
o Average 110,394 UBs/month internationally to Qantas Travel Insider website
• Every ACP Homemaker title gains readers and circulation in latest reporting period
• ACP Magazines maintains market leadership with 43.9% readership share and 49.5% share of all audited Australian titles∆
Matthew Stanton, CEO of ACP Magazines, said: “Consumers continue to actively invite magazines into their busy lives and pay to do so, with print remaining the format in which most people still prefer to engage with our brands.
“Australians buy 5.5 magazines every second, spending $894 million dollars on a total of 172 million officially-audited magazines in the past 12 months.
“In the weekly category alone, more than 28.5 million ACP weekly magazines were bought between January and June this year, generating more than $118.5 million.
“The average cover price of a magazine is $7.58. People are prepared to pay for quality content and consumers are embracing our magazines in both the printed and the digital formats to suit their needs.
“And while it’s still early days we are pleased with the take-up of our magazine apps.
“For example, the digital circulations of The Australian Women’s Weekly and Australian Gourmet Traveller now represent 1.2% and 4.2% of their total masthead sales, respectively.
“Our titles in the traditional print format continue to captivate consumers with relevant and contemporary content; for example, every one of ACP’s home titles added readers and circulation in the latest period.
“Meanwhile, ACP magazine websites – which offer complementary content to the mastheads and drive consumers back to the printed counterparts – are adding to that engagement, with an average 272,137 Unique Browsers and 2.504 million Page Views per month.
“And, we progressively innovate, with ACP’s new augmented reality app, viewa, further increasing our value to consumers and advertisers.”
Sources:
ABC, January – June 2012 (monthlies); April – June 2012 (weeklies)
Roy Morgan Readership Survey, July 2011 – June 2012 (all titles)
Omniture, January – June 2012
∆Total market: includes all titles, including those that launched or ceased publishing during the period
READERSHIP & CIRCULATION: KEY POINTS
• ACP has most-read Monthly and Weekly titles: The Australian Women’s Weekly (2.411 million) and Woman’s Day (1.762 million)
• ACP has most-read titles in 9 categories: Major Monthlies, Major Weeklies, Women’s Lifestyle, Youth, Motoring, Tech, TV, In-flight and Music & Entertainment
o Major Monthlies – The Australian Women’s Weekly, Better Homes & Gardens
o Major Weeklies – Woman’s Day, New Idea
o Women’s Lifestyle – Cosmopolitan, Marie Claire, CLEO, Frankie, madison
o Youth – Dolly, Girlfriend
o Motoring – Top Gear, Street Machine, Wheels, Just Cars, Unique Cars, Motor, Auto Action, Fast Fours & Rotaries, Hot 4s and Performance Cars
o Tech – Australian PC User (now TechLife), APC, PC&Tech Authority, Hyper, PC Powerplay, Playstation, Official Xbox 360, Game Informer
o TV – TV Week, Foxtel, Austar, TV Soap, Soap World
o In-flight – Qantas the Australian Way, Voyeur, Jetstar
o Music & Entertainment – Rolling Stone, Empire, Limelight
• ACP has 5 of the top 10 and 9 of the top 20 (most-read) titles
• 18 ACP titles gain readers YOY
15 ACP titles add 10,000 or more readers each issue YOY; 15 titles add 5% or more to their readership; 11 achieve double digit growth rates
• ACP gains readership share YOY in 14 categories: Major Monthlies, Major Weeklies, Celebrity Weeklies, Real Life Weeklies, Fashion, Youth, Parenting, Music & Entertainment, Homemaker, Entertaining & Food, Tech, Men’s Lifestyle, Sport and In-flight
• ACP has 10 of Australia's 20 biggest readership growth titles including The Australian Women's Weekly, GRAZIA, madison, Australian House & Garden, Belle, Recipes+, Good Food, Australian Gourmet Traveller WINE, Rolling Stone and Australian Geographic
• ACP’s readership share grows to 43.9% from 43.4% in June 2011. Pacific Magazines’ share steady at 22.1%; NewsLifeMedia’s falls to 11.7% from 13.1%
• ACP has highest-circulating Monthly and Weekly titles: The Australian Women’s Weekly (average net paid sales: 465,477) and Woman’s Day (360,409)
• ACP has top-selling titles in 9 categories: Major Monthlies, Major Weeklies, Women’s Lifestyle, Fashion, Youth, Music & Entertainment, Homemaker, Business/Financial and Motoring
o Major Monthlies – The Australian Women’s Weekly, Better Homes & Gardens
o Major Weeklies – Woman’s Day, New Idea
o Women’s Lifestyle – Cosmopolitan, CLEO, Marie Claire, madison, Frankie, Russh
o Fashion – Shop Til You Drop, InStyle, Harper’s BAZAAR, Vogue Australia
o Youth – Dolly, Girlfriend
o Music & Entertainment – Empire, Rolling Stone, Limelight
o Homemaker – House & Garden, Home Beautiful, Real Living, Australian Country Style, Family Handyman, Inside Out, Vogue Living, Belle, Country Home Ideas
o Business/Financial – Money, AFR Smart Investor, BRW, The Monthly, The Week, Aust Property Investor
o Motoring – Top Gear, Wheels, Street Machine, Motor, Caravan World, Caravan & Motorhomes, Street Commodores, Australian Auto Action
• ACP has 4 of the top 10 and 9 of the top 20 selling titles
• More than 28.5 million ACP weekly magazines were bought between January and June, generating more than $118.5 million
• Consumers spent $438 million buying a total of 84 million officially-audited magazines in the six-month period
• ACP Weekly Women’s titles sell 25.4 million copies in January – June 2012 period
INDIVIDUAL TITLE AND CATEGORY HIGHLIGHTS
Australia’s #1 Magazine: The Australian Women’s Weekly
• The Australian Women’s Weekly remains the country’s favourite magazine and the only title read by more than 2 million people each issue
• The Australian Women’s Weekly achieved Australia's highest absolute readership growth, gaining 245,000 readers (or, +11.3%) YOY to reach 2.411 million readers
• The Australian Women's Weekly attracts 548,000 more readers than the second-most read monthly title
• The Australian Women’s Weekly has grown its share of the Major Monthlies category to 56.4%, up from 53.9% a year ago
• The Australian Women’s Weekly now boasts:
o Average net paid print sales: 465,477
o Average net paid digital sales: 5,963
o Average total paid masthead sales: 471,440
Australia’s #1 Weekly Magazine: Woman’s Day
• Woman’s Day remains Australia’s most-read Weekly title, reaching 1.762 million readers
• Woman’s Day’s readership lead over its nearest rival is now 569,000
• Woman’s Day maintains its leading share of the Major Weeklies category readership at 59.6%
• Woman’s Day sells an average 360,409 copies each week: 57,145 more than nearest rival
Every ACP Homemaker title adds readers and circulation
• Every ACP Homemaker title has added readers over the past 12 months
• Australian House & Garden, Real Living and Belle have boosted ACP’s Homemaker category readership share to 25.0% (up from 23.2% a year ago)
• House & Garden has added 80,000 readers – the fourth most of any Australian title – since June 2011 (or, + 11.9%) to now reach 755,000. Over the past two years, House & Garden has added 108,000 readers for the highest growth in category
• House & Garden now has nearly twice as many readers (352,000 more) as its nearest rival
• With circulation of 116,094 (ABC, June 2012) House & Garden boasts an impressive 6.5 readers/copy sold
• Design leader Belle added 30,000 readers YOY (or, +29.4%: the second fastest growth rate in category) to now reach 132,000 readers, its highest since June 2006
• Over the past two years, Belle has increased its readership by 25%
• Real Living added 4,000 readers YOY (a rise of 3.1%) to reach 135,000
• Burke's Backyard attracts 268,000 readers: 100,000 more than its nearest rival
• Together, ACP's four Homemaker and Gardening titles deliver an average net readership of 1.1 million
• Every ACP Homemaker title has added circulation over the past 12 months:
o House & Garden: +7,053 copies (or, +6.5%) to 116,094
o Belle: + 4,305 copies (or, +11.6%) to 41,521
o Real Living: +7,504 copies (or, +12%) to 70,011: new record high
• ACP’s circulation share of Homemaker category is now 20.2%
ACP extends gains in Entertaining & Food category
• ACP's Entertaining & Food titles have grown their category readership share by nearly 3 share points YOY: from 24.6% in June 2011 to 27.5% now
• ACP's four Entertaining & Food titles deliver an unduplicated readership of 1.1 million food lovers each month
• Recipes+ is by far the category's fastest-growing title, adding another 105,000 readers – the third most of any Australian title YOY to reach 478,000: up 28.2%
• BBC Australian Good Food added 21,000 readers (a rise of 7.3%) to now reach 310,000
• Australian Gourmet Traveller Wine added 24,000 readers YOY (a rise of 27%) to reach 113,000 for its best result ever
• Gourmet Traveller Wine delivers the highest proportion (42%) of AB quintile readers of any Entertaining & Food title
• Australian Gourmet Traveller now reaches 300,000 readers. It remains Australia's only super-premium food title
• The Gourmet Traveller Restaurant Guide mobile app has had 5,527 downloads, October 2011 – June 2012 (Apple, iTunes Connect)
• Australian Gourmet Traveller now boasts:
o Average net paid print sales: 74,515
o Average net paid digital sales: 3,306
o Average total paid masthead sales: 77,821 (76,036 June 2011 print-only circulation)
• Gourmet Traveller WINE has added 96 copies YOY (or, + 0.5%) to 21,300 (Publisher Statement)
ACP leads Women’s Lifestyle category; COSMO remains #1
• ACP titles continue to win over young and professional women, taking a 61.4% readership share of the Women’s Lifestyle category
• madison is one of Australia's fastest-growing titles, gaining 23,000 readers (or, +10.0%) YOY
• Cosmopolitan remains category #1 with 530,000 readers each month
• Cosmopolitan added 10,000 readers YOY (or, +1.9%)
• Cosmopolitan is also the highest circulating title in the category with 119,108 copies
• CLEO now reaches 363,000 readers each month
• madison now sells 75,093 copies
• ACP has a commanding 61.9% circulation share within the category
Dolly leads Youth category
• Dolly leads the Youth category with a 51.8% readership share (50.0% a year ago), now reaching 324,000 readers each month
• Dolly has added 6,000 readers (a rise of 1.9%) since the March 2012 Survey
• Dolly leads its nearest rival by 22,000 readers, widening the gap by 22,000 over the past year
• Dolly’s readership decline in the past year follows the decision to cease unprofitable cover-mounted product giveaways
• Dolly has added 1,946 copies YOY (or, + 2.2%) to 92,153
• ACP’s youth category circulation share has risen to 53.5%
ACP leads Fashion Category
• Harper’s BAZAAR has posted the biggest absolute and percentage readership gains of any Australian monthly fashion magazine, adding 17,000 readers (or, +8.4%) YOY to reach 219,000
• SHOP Til You Drop added 2,000 readers YOY (a rise of 1.1%) to reach 181,000. Readers turn to it as a ‘shopping bible’ at a time of careful consumer spending
• SHOP and Harper's BAZAAR have boosted ACP's readership share of the competitive Fashion category to 40.6%, up from 38.5% in June 2011
• Harper’s BAZAAR is the top-selling Prestige Fashion title, now with 52,520 copies monthly
• 4,464 Harper’s BAZAAR ‘Collections’ apps (two magazines) have been sold since August 2011 (Source: Apple, iTunes Connect)
• SHOP Til You Drop remains nation’s #1 circulating fashion title, selling 72,150 on average per issue
• BAZAAR and SHOP deliver ACP 53.5% Fashion category circulation share
Australia’s #1 In-flight Magazine, Qantas The Australian Way, extends category lead
• With 391,000 readers each month, Qantas The Australian Way leads its nearest rival by 221,000 readers
• Qantas The Australian Way has widened the gap on Voyeur by 34,000 readers over the past 12 months
• Qantas The Australian Way now accounts for 53.6% of the In-flight category (up from 51.2% a year ago)
• Qantas magazine is read by more people, and more AB quintile readers, than any business/financial magazine
• Qantas magazine has seen average app downloads/issue since launch in March 2012 of 20,345 (Mogeneration Pty Ltd)
ACP extends category leadership in Celebrity Weeklies
• GRAZIA is the only Celebrity Weeklies title to build readers YOY, reflecting its unique position as a weekly fashion magazine that also offers celebrity news
• GRAZIA is among Australia's fastest-growing magazines, now reaching 197,000 readers each week, up 31,000 readers (or, + 18.7%) YOY
• This is GRAZIA's best readership result since March 2009
• GRAZIA sells on average 49,714 copies each week
• OK! and NW added 5,000 and 1,000 readers, respectively, period-on-period (POP) to reach 391,000 and 254,000
• OK! has closed the gap on its nearest rival by a further 86,000 readers over the past year
• ACP’s Celebrity Weeklies readership share has grown to 51.5%, up from 48.4% a year ago
• NW continues to outsell its nearest challenger, Famous, by 8,717 copies
Take 5 gains ground
• With 711,000 readers, Take 5 has further closed the gap on its rival by another 43,000 readers over the past year
• ACP has grown its readership share of the Real Life Weeklies category to 43.9% (43.5% a year ago)
• ACP now holds 45.1% circulation share of the Real Life Weeklies category with Take 5 selling 191,848 copies each week
ACP drives Motoring category
• BBC Top Gear remains Australia's #1 Motoring and #1 Men’s title, now with 435,000 readers each issue
• Top Gear is also Australia’s highest-circulating motoring title, selling 65,114 copies
• Wheels is the #1 Motoring title among AB quintile readers, delivering 76,000 in that demographic each month
• Street Machine remains Australia’s second most-read Motoring title, now reaching 301,000 each issue, with Wheels the third most-read with 280,000
• 4X4 Australia gained 10,000 (or, +7.6%) readers YOY to 141,000 in its strongest Survey since December 2009
• Australian Motorcycle News remains the most-read motorcycling title in Australia with 103,000
• ACP Motoring titles (including truck, 4WD and bike titles) garner 62.5% of all motoring readers
in the country, connecting with 1.2 million readers
• ACP maintains leading circulation share in Motoring (84.9%) and Trucking/4WD/Bike categories (50.1%)
ACP specialty titles attract new readers
• ACP has strengthened its position in the Music & Entertainment category, with Rolling Stone and Empire taking a 93.3% readership share (91.7% a year ago)
• Rolling Stone is among Australia's fastest-growing titles, adding 27,000 readers (or, +10.6%) YOY to hit 281,000
• Rolling Stone sells 18,513 copies, up 0.7% (+129 copies) YOY
• Empire – Australia's favourite movie magazine –- has settled at 191,000 readers, having grown more than 14% over the past two years
• Empire now sells 23,822 copies every month, up 0.1% YOY
• Mother and Baby attracted 14,000 new readers (or, +12.5%) YOY to 126,000
• Money magazine attracts 168,000 readers
• Money now sells 51,234 copies every month, up 53 (or, +.01%) YOY to now sell more copies than any other Business/Financial category title
• Australian Geographic is the country's equal fifth fastest-growing magazine, gaining 72,000 readers (or, +16.3%) to reach 513,000. This is Australian Geographic's fifth consecutive YOY Survey increase
• With 301,000 readers, Good Health has more than double the readers of its nearest rival, leading it by 155,000 readers
• This is Good Health's third consecutive POP increase
• Good Health has added 898 copies YOY (or, +1.4%) to 66,529
ACP titles lead Men’s Lifestyle category
• ACP titles lead the Men’s Lifestyle category with a 43.6% share of readership, up from 36.3% a year ago
• ZOO now has 322,000 readers and remains Australia’s #1 Weekly Men’s title
• ZOO Weekly is also Australia’s #1-selling weekly Men’s magazine with 62,745 copies
• ZOO is Australia’s #1 men’s magazine website (Nielsen Online Ranking Report, July 2012)
• An average 327,000 monthly UBs visit the ZOO website (Omniture, January – June 2012)
• New entrant to the category, UFC Magazine Australia, has 126,000 readers, up 3,000 readers since the March 2012 Survey. UFC has increased readership each period since launch to post its highest figure ever
• Designed to appeal to young male readers, UFC ranks third in reach for men aged 14-24 of all Men's Lifestyle and Sporting/Fishing titles, behind only ZOO Weekly and Men's Health
• UFC has the highest proportion of readership in the category in the men 14-24 demographic with 44.4%
ACP leads TV magazine category
• ACP titles continue to lead the TV category (with a 68.5% share), connecting with almost 1.2 million readers
• TV WEEK is Australia’s #1 weekly TV magazine, reaching 659,000 readers
• FOXTEL magazine, the second most-read TV title, reaches 527,000 readers each month
ACP Tech titles lead the way
• ACP boasts the top-performing computing title: Australian PC User (relaunched as TechLife in June) with 239,000 readers monthly, as well as the highly regarded APC with 150,000
• Australian PC User (TechLife) gained 13,000 readers YOY (a rise of 5.8%)
• Australian PC User (TechLife) has 126,000 more readers than its nearest competitor, widening the gap by 18,000 over the past year.
• ACP maintains the largest readership share of the Tech category, with 35.4%
Sources: Roy Morgan Readership Survey, July 2011 – June 2012 (all titles)
ABC: January – June 2012 (monthlies); April – June 2012 (weeklies)
For more information, please contact:
Deborah Thomas, Director – Media, Public Affairs and Brand Development, ACP Magazines
M: 0411 85 00 74
Margaret Fearn, Fearnace Media
M: 0402 259 064