This week we have been... taking a look at the changes in the latest consumer magazine audience data
The data, which covers the period ending December 2021, continues to show that the majority of digital circulations are on the increase relative to print. However, some sectors have also seen gains in their print circulation, most notably within the home interests market with well-established titles such as BBC Gardener’s World, House & Garden and World of Interiors all seeing positive growth.
This sector seems to be still benefitting from the interest in home improvements generated by the Covid pandemic over the last couple of years. Consumers have chosen to divert money away from activities such as holidays abroad into their improving their living space due to uncertainty in the travel sector and an increase in home-working.
The TV Listings market was down year on year, as the sector continues to face the long-term implications based around how people consume TV. Saying that, the leading title, TV Choice still achieves a million copies per edition on average which is virtually all from their printed magazine indicating that offering a choice of format continues to be important to consumers.
Titles within the Women’s Lifestyle sector saw mixed results with total circulation for Hello up 5.9%, Grazia up 7.5% and Harper’s Bizarre up 5% year on year. Hearst’s Good Housekeeping, which celebrates its centenary this year, remains the biggest magazine in the sector with a combined print and digital circulation of 410,604, despite a 3.2% year-on-year dip.
Saga Magazine had the biggest increase in print circulation year-on-year up 24.7% demonstrating that for the right audience, print continues to offer a strong and effective communication platform.
El Long, our Planning Director says “The win for advertisers overall comes from using publisher brands which offer strong opportunities across their combined platforms – most people who buy a magazine will also interact with that brand online too thus building frequency. With digital platforms delivering innovative formats, reader engagement and high-volume impressions and the print, according to Magnetic's 'Pay Attention' study, delivering high quality attention because of the trusted and relevant context, passionate audiences and positive non interruptive advertising experience.“