UCM magazines star in new ABCs

heat's annualised retail sales value for this period (based on single copy sales at full cover price), is now worth a massive R50.4m to the magazine retail channel. This makes heat one of the four most powerful magazines in South Africa, claim the publishers.

FHM continued its sterling circulation performance by once again posting a healthy increase of 2% off a high base a year ago, selling an average of 117 365 copies per month for the period January to June 2005, making the iconic lifestyle brand South Africa's seventh biggest circulating magazine. In retail sales value terms for this period (based on actively purchased single copy sales at full cover price), FHM is now worth an annualised R40.7m to the magazine retail channel.

Publisher Kim Browne, says heat's success has resulted in a new magazine category in South Africa. "A number of advertising and media commentators questioned heat's launch a year ago, but we have created a credible, upmarket glossy celebrity news category with heat."

heat's power as a frequent, upmarket advertising medium has resulted in 35% growth in advertising so far this year. Recent circulation figures for heat's issues in the new July to December 2005 circulation period have topped 70 000, so the media market can expect further strong growth for heat in the next six months.

Browne attributes FHM's success to delivering what its upmarket readers want, coupled with an aggressive and clever marketing campaign.