Entertainment Magazines Suffer Losses in Q2 2016 Sales

The Audit Bureau of Circulations of South Africa has released consumer-magazine circulation statistics for the period April–June 2016 (ABC Q2 2016) and the numbers are not looking great for entertainment magazines. 

According to calculations provided by the ABC, total magazine circulation declined by 0.8%, compared to the last quarter; consumer magazines declined by 7.7%; B2B magazines increased by 0.8%; and custom magazines increased by 1.7%.

Subscription figures are down compared to Q2 2015 as well as Paid-for digital copy sales which fell to 75 520 (down from 88 411 in Q2 2015). Overall, circulation fell to 4 748 425 from 5 435 034 in the previous corresponding reporting period (and from 5 144 687 in the previous quarter). 


The biggest shock of course is the tragic collapse of the iconic Drum Magazine. The once jewel of entertainment magazines aimed at a largely black demographic has all but lost its lustre and prestige.The mag's numbers fell to 59 156 from 86 873. Huge drop to where it stood in Q2 2012 at 130 513. 

What may surprise some is the fact that despite having the biggest star in Mzansi with the highest social media presence Bonang Matheba on their covers this quarter, both Grazia and Marie Claire's sales numbers dropped.  Grazia falls to 14 813 from 21 184 while Marie Claire has dropped to 22 805 from 33 595.  




While still the biggest market for magazine circulation, the Afrikaans mags have also seen a drop in sales this quarter. The biggest magazine in the country, Huisegenoot dropped to 219 309 from 245 388 compared to the same quarter in 2012 where it stood at  281 045, it is not doing terribly. 

Bona is down to 67 279 from 81 961. People has continued its circulation decline by falling to 46 081 from 61 111. TV Plus (Afrikaans) is down to 32 409 from 35 007, while the English edition has fallen slightly to 29 091 from 31 287.

YOU has fallen to 116 560 from 136 762 (Q2 2012 = 167 485). GQ is down to 23 662 from 25 215. Destiny Man is down to 13 899 from 15 914 even once popular sports mags are feeling the pinch; Kick Off has fallen to 25 839 from 30 639. 

Good news for Hype Magazines, their circulation has increased to 17 804 from 14 180. 

Here is your Top 10 Selling Magazines in Q2 2016 (April - June); 
  1. Huisgenoot: 219 309
  2. YOU: 116 560
  3. Kuier: 98 138 
  4. Move!: 90 644 
  5. Woman and Home: 86 123
  6. Tuis/Home: 81 769  
  7. Sarie: 71 124  
  8. Taalgenoot: 69 023  
  9. Rooi Rose: 68 809  
  10. Bona: 67,279 




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