New titles drive growth in circulations

Consumer magazines make up a total of 105 titles, including 10 new titles, with an average circulation of 49 000 and an average sale of 82.8% of single copies sold. Woman's magazines account for 31.8%, and finance (two new titles), motoring (1 new title), and travel (no new titles) are up by 55.4%, 14.4% and 11.9% respectively. Custom magazines (sold) circulation has increased by 8.6% and community press by 5.6%.

Two titles, both foreign and accounting for 10% of circulation, have just entered the market of daily newspapers, whose average circulation is 67 000 and 75.8% are copy sales. Local daily newspapers showed no growth.

Free newspapers (VFD) have also gone up by 31% in the same period, and its numbers have reached 128 titles, including 17 new titles, which are mostly distributed in the previously-disadvantaged areas.

"This shows that print media is well, alive and kicking", said Gordon Utian, ABC president. "Unfortunately, advertising is not growing at the same rate. This means that the publisher has no choice but to increase the cover price, something that will put more pressure to the consumer.

"However, the good news is that the print industry is doing well, has come back strongly and publishers have managed to keep circulations growing despite all sorts of challenges," Utian added.

"As a body, the ABC is putting on a lot of effort to make sure that everything is accurate and objective. We do not take any nonsense from anyone and we do not care who says what," Utian said.

When circulation information for the second quarter in 2006 is compared with that of the same period in 2005, the following key trends emerge, says the ABC in its quarterly summary:

• Daily newspapers have grown by 10.9% - however, stripping out two new foreign titles, local daily newspapers show no growth. Local weekly newspapers show an increase of 7%, with one new title being added, whilst those of weekend newspapers have increased by 2.6%, with two new titles added.
  
• Healthy growth in circulation was seen for paid custom magazines (+8.6%), community newspapers (+5.6%) and consumer magazines (+5.5%).
  
• Within specific categories of consumer magazines, those performing exceptionally well were those focused on 'finance' - circulation up 55.4%, with two new titles; 'motoring' showing an increase of 14.4%, with one new title, and 'travel' up by 11.9%. Women's magazines account for 32% of all consumer magazines circulation.
  
• Business-to-business magazines showed an overall increase in circulation of 14%, with seven new members.
  
• Free newspapers continue to show significant growth with 17 new titles - there are now 128 free newspapers in existence - and growth in circulation was 31%.

ABC general manager Charles Beiles told Bizcommunity.com that the body does not comment on the circulation's decrease and increase of publications. "After the results are published, anyone is entitled to comment the way they feel like. Nevertheless, our major challenge is to ensure that the accuracy and objectivity of data complies with the rules established by the association."

Beginning this year, the ABC now publishes results every quarter, compared to the previous every six months. Beiles added: "Television and radio provide information on a regular basis. So we thought we should also follow that trend to give publishers and advertisers viable tools that could help them to make decisions on a regular basis."

He emphasised that circulation figures are factual data compared to readership figures, which are mostly the results of surveys.

The ABC has now between 500 and 600 members, and Beiles wishes that more members could join the association and make best use of the information in order to advance their operations.

"New titles are continuing to keep the print media industry vibrant, volatile and growing," said Beiles.