High expectations dashed

Print media bosses' high expectations that the world cup would push copy sales and boost circulations were dashed this morning after the ABC announced that the tournament did not do any favour to the press, further rubbing salt in the injury suffered as a result of the recession and rising production costs.

However, true to the saying that there are always exceptions to any rule, the publishers of Soccer Week will be delighted to hear that the title outsprinted its rivals during the second quarter of 2010, scooping the 'best circulation award' with a distinction mark of 71%.

ABC VP Gordon Patterson said 43% of this growth was derived from copy sales, while the balance came from claiming sales sold at less than 50% of the cover price.

Tremendous consistency

Zulu Sunday newspaper Isolezwe ngeSonto* has shown tremendous consistency in the past year or so, as it continues to forge ahead in its quest to stamp its authority and domination in a convalescent market still suffering from the recession hangover.

Auckland Park-based Sunday Sun also grew by 8%, while Afrikaans title Sondag recorded the greatest growth, up 38%, from increased copy sales.

The Citizen, with its year-on-year growth of 10.9%, continues to reap the rewards of a well-calculated move to decrease its cover price and increase distribution efforts.

Despite these new positive developments, the mood, however, seemed to dampen at the Gordon Institute of Business Science auditorium when Patterson mentioned what the industry does not want to hear these days - the threat by the ANC-dominated Parliament to establish a media appeals tribunal and enact the Protection of Information Bill, which analysts fear will mount to media censorship and repression.

"Further weaken public support for press"

"This is a valid concern for all of us in the advertising and media industry. If successful, this move could further weaken the public support for press," he said emotionally.

In the magazine division, the ABC figures show a stable reporting of 1.4% growth in the consumer category (family interest), with Drum, Lig and Bona performing fairly well and clocking an equal 13% mark.

The local edition of Readers Digest, however, was disappointing, going down by 26% as a result of tracking US markets.

The consumer male category (magazines) also registered an encouraging 3.4% growth, Patterson said, adding that this is largely due to the strong growth for Stuff magazine. Men's Health is up over 4500 copies or 6.7% (quarterly reporting), retaining its position as the largest circulating title in this category.

Interesting trend

In closing, Patterson mentioned an interesting trend - the gradual increase of the digital circulation, albeit off a still small base. He also urged print titles to continue being relevant to readers. Without this, he said, circulation will decline and advertising revenues will migrate.

*Corrected at 3.10pm on 19 August 2010. Neither the ABC presentation nor Patterson had specified which edition of the newspaper was being referred.