Roy Morgan Research today releases the latest Australian Magazine Readership results for the year to June 2015.
12,378,000 Australians 14+ read the latest issue of at least one print magazine on average, down just 1.9% from 12,623,000 in the year to June 2014. Print readership was up overall for magazines in the categories of Food & Entertainment (up 13.9%), Sports (up 2.8%) and Women’s Youth (up 2.0%).
The One Million Plus Club
Seven magazines reach a million or more readers per average issue. Supermarket freebie Coles Magazine maintains top spot with 2,721,000 readers (down 6.7%) while Woolworth’s Fresh is close behind on 2,522,000 (up 15.6% compared with the average issue in the year to June 2014). Better Homes and Gardens is almost unchanged year-on-year with 1,820,000 readers. Women’s Weekly dipped 2.4% to 1,757,000 readers, Woman’s Day has 1,514,000 (down 12.4%), and New Idea 1,214,000 (down 3.3%). National Geographic scrapes into the double-comma club with spot-on 1,000,000 readers (down 5.8%).
Local bi-monthly science magazine Cosmos is one the fastest-growing publications, up 32.9% over the year to 105,000 per average issue. New Scientist has made steady gains throughout the past year, now up 15.2% to average 348,000 readers per weekly issue.
Motoring club mags gather speed
The magazines sent to state car association members are performing well: Open Road in NSW is the 8th most-read magazine in the country with 973,000 readers (down 0.2%) while Royal Auto in Victoria is 11th (with 608,000 readers, up 14.1%) and Road Ahead in Queensland the 13th(580,000, down 4.9%). The other states all grew, led by Horizons in WA (up 26.9% to 132,000 readers), Journeys in Tasmania (up 2.5% to 81,000) and SA Motors (up 1.4% to 287,000).
A League of their own
Rugby League magazines kicked off their six-month seasons strongly in 2015, with readership for both starting higher than they did last year.Rugby League Week has 182,000 readers (up 18.2%) and Big League 70,000 (up 45.8%). The leading Australian Rules magazine AFL Record also started well, holding on to its average 211,000 readers, but Inside Football lost ground, down 10.0% to 54,000 readers.
Beauty’s where you find it
Vogue Australia grew 2.5% to 324,000 readers to take the top spot among Women’s Fashion magazines. Readership of Marie Claire—which turns 20 this week—fell to 312,000 in the year to June, putting it on equal second-placed footing with home-grown title Frankie for the first time.
Here come the brides
Within the Women’s Fashion category, bridal mags are performing well, suggesting there’s still something special about glossy pages. Bride to Be just held on to the lead (steady with 54,000 readers), Cosmopolitan Bride (53,000, up 10.4%) and Modern Wedding (45,000, up 4.7%).
Newbies start off strong
Two new titles from Bauer have started well: Women’s Lifestyle magazine Yours has earned 117,000 readers so far and Homes+ is reaching 85,000.
For many magazines, audience growth across digital platforms—including websites and apps—is more than making up for any loss in print. Total cross-platform audiences rose for Cosmopolitan (up 3.0% to 513,000), Men’s Health (up 1.6% to 587,000), New Idea (up 1.3% to 1,340,000) and Dolly (up 0.7% to 285,000), while Women’s Health and The Monthly fell just shy of breaking even across platforms.
Digital magazine readers represent an increasing proportion of the total audience. Most of the total audience for both Vogue Australia and The Monthly is accessing the content online—instead of, or often as well as, reading the print edition. Over a third of all Australians accessing titles as diverse as Australian Geographic, Cleo, Gourmet Traveller, Harper‘s Bazaar and Prevention now visit the website or use the app to get some or all of their magazine content.
Michele Levine, CEO, Roy Morgan Research, says:
“Seven magazines reach a million or more people with their average print issues. For New Idea and Woman’s Day, they’re weekly numbers—and so roughly equivalent to the number of viewers a Top 5 weekly TV show might reach across the country.
“In Women’s Fashion, Marie Claire is aiming to get back on top this September: subscribers get a personalised edition with their names on the cover; buyers get $50 worth of mascara; and a one-hour TV special on Channel Seven will air in a few weeks.
“Many newspapers now reach most of their audience online. But while there’s no doubt digital is an important part of expanding and enhancing audiences for many magazines too, in a lot of ways the very strength of magazines is that they’re not online. We’re spending more and more time in front of screens, scrolling and searching, navigating links and trying not to get distracted. The future success of print magazines is that they are, quite simply, a more pleasurable and engaging reading experience, an antidote to the barrage of digital. For many, no matter how old or young, swiping on a tablet will never be as nice as turning a glossy hard-copy page.
“Roy Morgan Single Source 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.”
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.
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