Readership has fallen
Magazine readership has taken a knock. One possible reason for this is the shift in the population estimates, which now have proportionately more men. (The number of males has increased by 748 000, while the number of females has declined by 212 000.) Secondly, the drop in readership could also be due to the lower than usual increases in household income (0.1% below CPI). The drop in readership was felt across the country, with all provinces showing lower magazine penetration.
The average number of publications per reader has not changed significantly. Any Magazine is 3.22 titles per reader (down slightly from 3.45 in AMPS 2003B); and for Newspaper/Subscriber Magazines is 1.60 (from 1.58 in AMPS 2003B).
There were a number of significant declines in the weekly/fortnightly magazine sector, as well as downward profile shifts in several titles' readership bases.
Drum dropped off from 5.5% (AMPS 2003B) to 4.9%, leaving it with a total of 1.479-million readers. This decline came through from the 16-24 age group, as well as from SU-LSM 3.
Financial Mail saw its readership fall from 0.7% in the previous survey, to 0.5% (currently with 167 000 readers).
International title Time declined from 1.1% (AMPS 2003B) to 0.8%. It saw declines in its male market, and in SU-LSM 6-10, bringing its readership to 249 000.
Soccer mag Kickoff has lost readers, with its penetration down from 6.1% in the previous survey, to 5.2% currently (1.589-million current readers). The title is down in metros and Limpopo, and amongst males, the 16-24 age bracket, and in SU-LSM 3.
Readership of tvplus is down to 3.4%, from 4.1% in AMPS 2003B. Its 1.044-million strong readership base lost male and female readers, those aged 16-24, and SU-LSM 8 readers.
With 11 titles showing significant declines over the previous period, the only positive note in the monthly magazine sector is customer publication Jet Club, which grew its readership penetration from 3.9% (AMPS 2003B) to 6.1%, with a current readership of 1.834-million. FHM is also showing upward movement, trending from 1.6% in AMPS 2003A to 2.0% currently.
A number of titles however, are in decline over AMPS 2003B.
Bona's penetration has dropped almost two percentage points, from 9.0% to 7.1% (currently 2.167-million). This decline came through across a wide range of variables, including metros, small urban, and rural areas, the Eastern Cape, KwaZulu-Natal, Mpumalanga, Gauteng, Durban, and the Reef, amongst both males and females, in the 16-34 bracket, and SU-LSM 1-8.
Club mag (Foschini) is down from 3.4% to 2.9% (875 000 readers), with these declines seen in the Eastern Cape, among 16-24s, and in SU-LSM 7.
Motoring mag Drive has lost male readers, and those in SU-LSM 7-8, taking its penetration down to 0.9% (or 273 000 readers), from 1.2%.
On the female mag front, Fairlady, Femina, and marie claire have lost readership. Fairlady went from 3.5% penetration to 3.0% (leaving it with a readership of 903 000), a loss which occurred in the 16-24 age bracket, and in SU-LSM 6-10. Femina's decline from 1.5% to 1.2% (currently 375 000 readers) occurred primarily in SU-LSM 6-10. marie claire dropped from 1.3% to 1.0% (303 000 current readers), with declines coming through from SU-LSM 6-10.
True Love's penetration fell from 7.7% to 6.5% (leaving it with 1.981-million readers), with losses mainly in urban areas and Mpumalanga, amongst both males and females, and in the 16-34 and SU-LSM 5-8 categories.
Food & Home dropped from 1.6% to 1.3%, or 392 000 readers, with losses in the 16-34 age group, and in SU-LSM 6.
Living & Loving declined from 2.3% to 1.8% (currently 546 000 readers), with the large urban, male, 16-34, and SU-LSM 5-6 categories reflecting the drop.
M-Net magazine, Magic/M, lost readers in metros, the Western Cape, in Cape Town, amongst males, and in the 16-34 and SU-LSM 10 brackets. Its penetration dropped from 1.1% to 0.8%, leaving it with 232 000 readers.
Reader's Digest dropped from 3.5% to 2.9% (868 000 current readers), with fewer female readers, and fewer 16-34s and SU-LSM 5-6s.
This is the first 12-month release of data for Popular Mechanics (0.4%, 120 000 readers), and SA Bicycling (0.2%, 74 000 readers). Siyavaya is no longer measured. Six-month data will be available in a few weeks' time for Maksiman and Soul, provided they qualify for publication.
This is the first 12-month release of data for SA Bicycling. Six-month data will be available in a few weeks' time for Baby & Me, Threads & Crafts, and Tuin Paleis, provided they qualify for publication.
Quarterlies
There were two significant declines in this magazine sector, with no significant gains. AA traveller dropped from 0.9% (AMPS 2003B) to 0.5%, or 139 000 readers (declines were seen in metro areas, amongst males, and in SU-LSM 9-10).
In House Club (Relyant's customer title) was also down, from 1.6% to 1.2%, or 375 000 readers. Declines occurred in the 16-34 age group, SU-LSM 5-6, and amongst males.
This is the first 12-month release of data for fit, which recorded 53 000 readers.
Women's interest magazines as a group have maintained their readership levels over AMPS 2003A. Sport titles are down annually on AMPS 2003A. Home and garden titles have shown the most decline (over AMPS 2003B). Men's interest titles have shown the least decline over the previous survey, and some growth over AMPS 2003A.
