Roy Morgan Research today releases the latest Australian Magazine Readership results for the year to December 2015.
12,219,000 Australians 14+ (62.5%) read the latest issue of at least one print magazine on average, down 1.9% compared with the 12 months to December 2014—a virtual victory compared with an 8.1% decline in net print newspaper readership over the period.
Eight titles reach over a million Australian readers per average issue—and the two biggest hitters continued to hit even bigger: Coles Magazinegrew 8.1% to 2,994,000 and Woolworth’s Fresh grew 16.0% to 2,747,000.
Steady in third and fourth were Better Homes and Gardens (down 0.4% to 1,836,000) and Women’s Weekly (up 0.4% to 1,703,000), withWoman’s Day holding onto fifth (down 10.6% to 1,432,000) and New Idea sixth (down 4.5% to 1,180,000) while readership growth liftedNational Geographic (up 2.4% to 1,036,000) and Open Road (up 3.5% to 1,006,000) into the elite seven-figure club.
Featured among the rest of Top 20 are successful titles across a wide range of categories, from Qantas Magazine flying high in 19th after a change in publisher (up 1.1% to 442,000), Gardening Australia blossoming into 20th (up 1.0% to 402,000), Reader’s Digest maintaining over half a million readers in 15th (down 0.4% to 514,000), and Taste.com.au Magazine sizzling into 16th (up 17.4% to 480,000) – closing the gap on recipe rival Super Food Ideas in 13th (down 5.2% to 550,000).
Including those visiting the magazine’s website or using its app, Total Cross-Platform Audiences grew for The Monthly (up 13.4% to 263,000),Women’s Health (up 7.7% to 435,000), and Open Road (up 1.5% to 1,033,000).
Titles with fast-growing Digital audiences include Prevention (up 60.4% to 77,000), New Idea (up 56.9% to 160,000), Marie Claire (up 17.3% to 183,000), and Men’s Health (up 11.6% to 183,000).
Expansion into Digital has given an audience boost to titles ranging from Donna Hay, Super Food Ideas and Healthy Food Guide to Australian 4WD Action, Women’s Health and Fitness and Australian Geographic.
Michele Levine, CEO, Roy Morgan Research, says:
“70% of women in the top AB socioeconomic quintile read magazines. For some magazines, a quarter or more of their readers are in this lucrative group: interior decorating publications Inside Out, Real Living and Vogue Living, fashion bible Harper’s Bazaar, wine guide Selector and epicurean inspirers Delicious and Donna Hay. Magazines are a powerful medium for influencing what this audience wears, eats, drinks and covets for the home.
“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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