Thursday, November 6th, 2014 - Roy Morgan Research

Roy Morgan Research today releases the latest Australian Magazine Readership results for the year to September 2014. 12,588,000 Australians (14+) now read one or more magazines, up 0.5% since this time last year. 

Top 20 Most Read Magazines

 

Top 20 Magazines by % Readership Increase

Average Issue in the year to Sept 2014

 

Average Issue in the year to Sept 2014

Magazine

Readers (000s)

 

Magazine

% Gain

Coles Magazine

2,809

1

National Geographic

36.0%

Fresh

2,249

2

Feast

34.6%

Better Homes and Gardens

1,835

3

Overlander 4WD

33.8%

Women's Weekly

1,828

4

Australian Auto Action

31.0%

Woman's Day

1,647

5

Men's Style

30.0%

New Idea

1,255

6

RM Williams Outback

28.3%

National Geographic

1,130

7

Limelight

26.9%

Open Road (NSW)

929

8

Big Issue

24.6%

That's Life

796

9

Women's Fitness

24.6%

House & Garden

626

10

Fishing World

24.2%

Take 5

619

11

Home Design

23.9%

Road Ahead (Qld)

599

12

Fresh

20.8%

Super Food Ideas

588

13

Jetstar

20.5%

Royal Auto (Vic)

558

14

Royal Auto (Vic)

20.0%

Reader's Digest Australia

534

15

Handyman

16.8%

TV Week

501

16

Australian Geographic

14.8%

Foxtel Magazine

490

17

Belle

14.6%

Australian Geographic

482

18

SA Motor (SA)

14.2%

Qantas The Australian Way

468

19

Rugby League Week (Apr-Sep)

13.9%

Who

440

20

English Woman's Weekly

13.0%

Mags a million

Only 7000 readers now separate Better Homes and Gardens and Australian Women’s Weekly as they vie for the top spot among newsstand magazines. Readership of Better Homes and Gardens has grown 4.2% since September last year to 1,835,000 and the Women’s Weekly is steady at 1,828,000 readers, buoyed in part by the recent strong result for its much-discussed Turia Pitt cover story issue in July. Woman’s Day remains the country’s most-read weekly magazine, ahead of New Idea with 1,255,000.

Global content, local readers

Taking fifth spot among paid-for magazines is National Geographic, which scored the largest proportion gain of any magazine—up 36% to 1,130,000, an additional 299,000 readers per average issue since September last year. Australian Geographic also scored double-digit proportional growth, up 14.8% to 482,000. RM Williams Outback was the sixth fastest-growing magazine, up 28.3% to 245,000 readers. 

Registering interest

While pushing the trolley, waiting at the check-out, or at home with a full cupboard and fridge, the two free supermarket titles continue to reach more Australians than any other magazine. Coles Magazine leads with 2,809,000 readers per average issue but Woolworths’ Fresh magazine is up 20.8% year-on-year to 2,249,000.

New magazine launch of the year

Winner of the recent Australian Magazine Award for Launch of the Year, Wine Companion gained an extra 5000 readers since its debut Readership result in June (up to 65,000), while other Launch category finalists Elle and Taste.com.au reached wide in the highly competitive fashion and food categories respectively. Pitched at a defined audience of women over 50, Bauer’sYours magazine makes its Roy Morgan Readership debut with 100,000 readers.  

Dressed for success

Marie Claire continues to lead the pack with 412,000 readers, while Women's Fashion Award winner Frankie (up 11.2% to 348,000) has cemented second place ahead of Vogue Australia (down 7.8% to 309.000). With a 6.3% gain to 168,000, Harper’s Bazaar has just pipped InStyle (166,000) for fourth—but both will need to keep an eye on newcomer Elle in 2015.

Home-grown favourites 

Not only were three of the 12 Home and Garden titles among the country’s Top 20 fastest growing magazines (Home Design,Handyman and Belle), but a further five made gains—including Real Living, last week crowned Australia’s Magazine of the Year.

Food, glorious food

The star-performer in the Food category is SBS’s Feast magazine, which increased its readership by 34.6% to 214,000 against a competitive backdrop where leaders Delicious, Donna HayAustralian Gourmet TravellerRecipes+ and Super Food Ideas all dipped and recent entry Taste.com.au quickly gobbled up 406,000 readers.

Big Issues and Big Questions 

But many Aussies are also reading about topics beyond their homes, clothes, dinners and wine. Readership of Big Issue is up 24.6% to 233,000, New Scientist is up 11.1% to 321,000 and Cosmos is up 3.4% to 91,000.

Cross-Platform Audiences

Many magazines have again posted strong gains in the number of Australians who visit their website or use their app.Harper’s Bazaar increased its audience across both print and digital, scoring the largest total cross-platform audience increase (up 21.6% to 245,000). Better Home and Gardens also notched up increases across both platforms, resulting in a 3.8% boost in total audience past the two million mark.  

In an average four weeks, twice as people now read Marie Claire by web or app as did a year ago, giving the magazine a 13.0% increase in overall audience to 557,000, despite a small print loss.

Digital growth for CosmopolitanFamousGourmet TravellerReader’s Digest and Who also more than offset any print declines to provide each with bigger audiences overall.  

Cross-Platform Audiences for Magazines

 

Print

Digital 
(web or app)

Total Cross-Platform Audience 
(print, web or app)

Publication

Sept 2013
(000's)

Sept 2014 
(000's)

Sept 2013 
(000's)

Sept 2014 
(000's)

Sept 2013 
(000's)

Sept 2014 
(000's)

% change in
 Total Cross- Platform Audience

Better Homes & Gardens

1761

1835

314

320

1976

2052

3.8%

Cleo

241

173

162

132

380

298

-21.6%

Cosmopolitan

370

338

141

208

491

526

7.1%

Dolly

272

225

104

93

357

301

-15.7%

Famous*

270

253

33

86

299

332

11.0%

Girlfriend

230

188

52

63

259

237

-8.5%

Gourmet Traveller

273

242

115

168

369

396

7.3%

Harper's Bazaar

158

168

46

83

202

245

21.3%

Marie Claire

429

412

75

156

493

557

13.0%

Men's Health

465

437

219

165

638

577

-9.6%

New Idea*

1344

1255

57

94

1388

1337

-3.7%

Open Road

1004

929

62

79

1038

973

-6.3%

Prevention

129

143

51

31

172

171

-0.6%

Reader's Digest

566

534

301

363

837

863

3.1%

Time Magazine*

346

287

--

177

--

459

--

The Monthly

155

136

95

119

238

234

-1.7%

Vogue

335

309

391

384

712

671

-5.8%

Who *

452

440

84

118

528

549

4.0%

Woman's Day*

1903

1647

152

204

2025

1816

-10.3%

Women's Health

411

341

96

80

493

415

-15.8%

Women's Weekly

1833

1828

608

521

2340

2281

-2.5%

Print is average issue readership; digital is website visitation and app usage in an average 4 weeks for monthly magazines and  average 7 days for weekly magazines (denoted by *).

Click here to see all the results for
Magazine Print Readership or Total Magazine Cross-Platform Audiences
for the 12 months to September 2014.

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“These latest Roy Morgan results demonstrate Australians continue to read high quality magazine titles with high quality content—whether old favourites or exciting new publications. 

“Each magazine appeals at heart to a well-defined audience with an interest in its particular topic, whether that’s fashion, home, nature and science, food and wine, or finance. But while many Australians continue to be drawn to the varied content of mass women’s magazines (and will flick through any they find), others only ever want to read about four wheel drives, or fitness, or TV soap operas.

“Roy Morgan Research’s Single Source data is the preferred multi-media audience measurement currency used by the majority of Australian media strategy, planning and buying agencies and telecommunications, financial services and automotive brands.”

Contact Profile

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
W: www.roymorgan.com

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