Isolezwe, Entrepreneur, Top Billing score big at ABC figures

Top Billing magazine, which recorded a 30% growth as a result of gains in travel and commercial subscriptions, saw its total paid circulation grow by 48%, the figures show. Food & Home Entertainment is also up by 12.8% in this category (consumer home) across all areas of circulation.

King of print

Entrepreneur emerged as the king of print titles, growing its circulation by 55%.

Independent Newspapers-owned Zulu title Isolezwe grew by 34% and its individual subscriptions increased by over 24% - a strange trend in the daily newspaper category, a sector that has been declining steadily since 2007. Overall, the latest trends show a 2.3% drop in circulation in this category.

Bona magazine started where it left off last time, continuing its ascendancy by gaining a further 15% growth year of year, buoyed by its copy sales, while at the same time increasing its back issue at a massive 200%.

Experts, who predict that the economic recovery will be slow and 'painful', nevertheless attribute this early print success to the steady but slow growing consumer confidence.

"Feel hopeful"

"I feel hopeful when I see these numbers; it only means that someone out there is doing something right," ABC VP Gordon Patterson said, speaking this morning at the Gordon Institute Business Science in Illovo, Johannesburg.

"There is a lot of strange movements and tactical manoeuvres taking place in the circulation arena," Patterson added.

Drum magazine also performed well year-on-year, growing its circulation by 15%, mainly driven - like Bona - by copy sales.

The Citizen, which slashed its weekday price from R4.50 to R3, has recorded a 9% circulation gowth.

Don't forsake PMIE

Furthermore, Patterson urged the print media industry not to forsake PMIE (print media in education), saying it is critical that the media invest in the next generation, especially the young readers.

Consumer magazines' copy sales numerically copy grew, while third party bulk distribution fell by 17.5%, and free circulation grew by 6%. This category's 'real' circulation performance also dropped by 2.7%

Despite the 2010 soccer euphoria that has gripped the country in the last two years or so, and which some thought will boost circulation in one way or another, sadly this has brought almost nothing. The ABC said only one soccer title has recorded a steady growth during the corresponding period, namely Amakhosi, which up by 17%.

Still robust, life is still there

The ABC, which noted that the economy is not getting better and media still not having good time, said however that the SA print media industry is still robust and life is still there. Nevertheless, the circulation watchdog urges publishers to work hard and go an extra-mile if they are to survive in the present economic circumstances.

Meanwhile, figures released today by Nielsen reveal that Shoprite Holdings, Unilever SA, SAB Miller, Pick n Pay and Brandhouse were among the top 15 advertisers during March 2010, while Nedbank occupied the last spot. Adspend amounted to R2.2 billion in March 2010, an increase of 13% (R680 million) year on year, Nielsen MD Ken McArthur said.

For more, go to www.abc.org.za.