Patterson singles out the magazines to watch in 2004

Having vociferously aired his views about the pitfalls of impulse magazine publishing recently, Gordon Patterson, Starcom's MD, is also quick to give credit where it's due: "When publishers understand their titles, know where they fit in and why readers should buy it, they will reap the rewards."

In comparing the 2002/2003 ABC figures (Jul–Dec 2002/Jul-Dec 2003) Patterson points out some interesting developments on the magazine front.

"The results speak for themselves – when magazines deliver what readers want, the circulation follows, and so does the advertising," says Patterson.

For instance, in the Sport Magazine category the good golfing magazines are proving to be extremely popular. "Compleat Golfer is up 11.8% on 2002 whilst Golf Digest's circulation growth is also encouraging. Both Kick Off and SA Sports Illustrated recovered from their marginal declines in 2002," comments Patterson.

"Shape achieved exceptional circulation growth, some 25.6%, which it is maintaining in the current period. Longevity, Food & Home, SA Country Life and Africa Geographic also showed growth, albeit marginal in the Specific Interest category.

"2003 marked a pleasing recovery for SA Garden & Home since its circulation plummeted in 2000 and Elle Décor and House & Garden are holding their own in the competitive décor magazine landscape.

"The Male Interest category as a whole is faring well with all titles measured by ABC experiencing positive growth during this period."

The most significant growth, says Patterson, was recorded by FHM with a 27.6% increase. "And that's on top of an 18.8% growth in 2001. Men's Health continues to strengthen year on year and Man/Magnum and GQ are holding their own against fierce competition."

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Owlhurst Communications for Starcom