Friday, December 13th, 2013 - Roy Morgan Research

With Duchess Kate of Cambridge cradling a newborn Prince George Alexander Louis on the cover, the Women’s Weekly has topped three million Australian readers—for the first time since the Royal Wedding in 2011, the Monthly Readership results from Roy Morgan Research show.  

Many were rejoicing at the birth of the third-in-line to the British throne on July 22—but perhaps none more so than mass women’s magazine publishers and advertisers.

The August ‘souvenir edition’ scored 3,040,000 readers—a 73% jump on the previous issue, and almost a million readers more than 2013’s now second-best performing month so far. It is also the most-read edition of the Women's Weekly, excluding the Royal Wedding, since 2007.

Battle Royal: Women’s Weekly readership numbers

Source: Roy Morgan Research Monthly Readership, November 2003 to October 2013.

And it wasn’t just the women cooing over the newest prince—the number of male readers almost doubled, from 353,000 in the September month to 675,000 in October.

The August Royal Birth edition notched up 2.365m female readers, 963,000 more than in July. 

The Women’s Weekly’s stellar figure helped push the mass women’s category (which also includes New Idea, Woman’s Day and the English Woman’s Weekly) to over 4.5million unique readers—or nearly 1 in 4 Australians 14+.

Michele Levine, CEO, Roy Morgan Research, says:

“Despite the instant availability of news and pictures online, these huge numbers show that Australians’ appetite for glossy, full-page spreads and collectors’ editions continues.

“In the intensely competitive market of women’s magazines, publishers will need to carefully monitor and analyse these kinds of readership spikes, and find ways to get readers back for more next month.

“No doubt we can expect bumper Christmas issues to include plenty of royal baby-watching.”

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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