Although subscription fell slightly by 2%, weekly newspapers' copy sales increased by 13.3% in the last quarter of 2009, with Soccer Laduma, Ilanga and Mail & Guardian growing significantly by 15.82%, 25.76% and 11.14%, respectively.
"This category has shown strong growth and driven by core circulation - mainly copy sales. In particular, the Zulu language title deserves special mention," the circulation watchdog said. It also said that while the magazine category certainly seems to have turned the economic corner, the same cannot be said for daily newspapers.
Total magazines grew by 10.7% over Q4 2009, mainly the result of new entrants and some real growth. Consumer magazines increased by 5.5% compared to Q3, although O - the Oprah Magazine (-20.3%) and Psychologies (16.3%) showed the largest declines on a year-on-year basis.
Custom magazines continue to rise
Furthermore, custom magazines (retail) Club X (218%), Foschini Sports (65%) and Super Club for Kids (45%) continue to rise year after year, and there is no stopping them!
The ABC also revealed that a total of 120 000 fewer copies of daily newspapers were sold in Q4 2009, representing a decline of 7.7%, which nevertheless is a slight improvement on Q3 performance.
"Both copy sales (-8.4%) and subscriptions (-5.1%) declined, with The Sowetan being the only newspaper reflecting sales below 50% of the cover price," ABC said, adding that there has been an overall sharp decline in English titles, while Afrikaans and vernacular titles remain stable.
In terms of copy sales, 13 daily newspapers bit the dust while only one, The Citizen, increased its tally by 19.27%, with five remaining static.
Despite reflecting a decline of 15.81%, the ABC said the Daily Sun is three-and-half times larger than its nearest competitor, undoubtedly defending its title of 'king of kings' of circulation.
"Slide in daily newspaper sales continues"
"The slide in daily newspapers sales continues and indeed appears to be increasing as cost-cutting exercises in terms of reducing deal-driven distribution have intensified. The actual copy sale shifts should be therefore viewed as real indicators," the circulation watchdog said in the conclusion to its analysis.
ABC figures also show a decline of 2.3% in circulation of weekend newspapers - an improvement on the previous quarter's decline of 3.9%. Six titles increased, six remained static, while 11 declined.
Apart from the Sunday Sun, an English title, which experienced a solid growth of 4.64%, the rest of English titles fared worse than Afrikaans and vernacular titles in terms of copy sales. Ilanga LangeSonto grew slightly by 2.74%, while Sondag grew by 64% (all in copy sales), and Isolezwe ngeSonto grew by a creditable 25%.
Nevertheless, a further 11 titles showed growth in copy sales.
In conclusion, the ABC said while there are signs of recovery, the consumer remains cash-strapped and will continue so into 2011. Strategies that address affordability - without limiting consumer flexibility - will continue to produce solid results.
For more, go to www.abc.org.za.
