Roy Morgan Research today releases the latest Australian Magazine Readership results for the year to September 2015.
12,249,000 Australians 14+ read the latest issue of at least one print magazine on average, down 2.7% compared with the 12 months to September 2014.
Six titles remain in the exclusive club of reaching over a million readers per average issue, but individual results were mixed. The top title is still Coles Magazine (down just 0.2% to 2,804,000), with Woolworth’s Fresh in second—but closing the gap (up 16.1% to 2,610,000). Better Homes & Gardens held steady as the most-read paid-for magazine (down 0.2% to 1,832,000).
Mass Women’s titles each lost some ground. The Women’s Weekly fell 4.2% year-on-year to 1,751,000 readers. Princess Charlotte helped deliver a couple of standout issues topping two million readers apiece over the period, but it was no match for the three million Prince George’s birth delivered during the 12 months prior.
Woman’s Day fell 9.8% to 1,486,000, and New Idea fell 4.7% to 1,196,000.
Food & Entertainment was the top performing category over the past year, up 9.1% overall (almost half a million extra readers) thanks largely to solid gains for Woolworth’s Fresh (up 16.1%), Taste.com.au Magazine (up 9.4%) and Donna Hay (up 8.0%). However there has been a decline in readership of wine magazines Gourmet Traveller Wine (down 18.7%), Selector (down 25.0%), and Wine Companion (down 13.8%).
Total readership of magazines in the Home and Garden category rose 1.9% to 3,152,000. Vogue Living has enjoyed a 32.1% lift to 144,000 readers after its first full year with Neale Whittaker at the helm. Other solid performers in the category include Your Garden (up 20.5% to 141,000), Country Style (up 4.5% to 279,000), Home Beautiful (up 3.5% to 416,000) and Gardening Australia (up 3.4% to 399,000).
Elle continues to soar as the best-performing Women’s Fashion magazine (up 8.7% to 150,000 readers) and Vogue Australia remains in fashion as the most-read magazine in the category (up 3.6% to 320,000). Former category leader Marie Claire has now lost its second position, falling 27.2% to 300,000 readers and being overtaken by a less-declining Frankie (down 8.7% to 317,000).
Two Men’s Fitness magazines declined—Men’s Fitness (down 38.8% to 126,000 and Men’s Health (down 14% to 376,000)—but Women’s Fitness titles continue to show strength: Women’s Health and Fitness (up 27.3% to 205,000) and Women’s Fitness (up 4.9% to 149,000). However category leader Women’s Health has dipped slightly, down 1.8% to 335,000 readers, and the Fitness First magazine is down 35.2% to 70,000 readers.
Confident publishers with target audience savvy are launching new titles and being rewarded with strong results. As well as Elle now leading the Fashion pack on growth, Bauer’s Yours is the top-performing Women’s Lifestyle title (up 30% year-on-year to 130,000) in a category that shed 10.1% of readers overall. Homes+ is up from the last quarter to 92,000 readers.
When we include all those who access content via website or app (over a period equivalent to the print magazine’s issue frequency), total cross-platform audiences grew for The Monthly (up 12.4% to 263,000), Reader’s Digest (up 6.1% to 916,000), Open Road (up 5.0% to 1,022,000), and Women’s Health (up 4.8% to 435,000).
For some big-name titles, it’s all about the transition to digital audiences: Marie Claire may have lost print readers but the digital audience grew 7.1% to 167,000; for New Idea, the print decline of 4.7% was repaid in full by digital growth of 74.5%, and the title ended up steady overall with a an average weekly cross-platform audience of 1,340,000.
Including digital audiences, Women’s Weekly takes the number one position with an audience of 2,007,000—just ahead of Better Homes and Gardens with a total audience of 1,993,000.
Michele Levine, CEO, Roy Morgan Research, says:
“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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