Niche titles do well despite trend

Its male interest titles, too, have notched up pleasing results, with Drive showing a 1% growth and new title, SoccerLife, securing an upwardly mobile, LSM 7 - 10 black male circulation of 30 662 since launch in March this year whilst attracting high quality ad spend as a result.

In the Home and Décor category, which has become exceptionally competitive over the past 12 months with 17 titles now vying for share of readers and advertising, SA Homeowner, which become a monthly in July this year, has firmly entrenched itself as the second largest title in this category with sales of approximately 58 000 (including subscriptions). Niche sister publication, Elle Decoration, whose ABC figures are reflected annually, has steadily increased its readership base with circulation now at a steady 27 366 and trending upward.

"These figures are particularly gratifying to us as several of our immediate competitors in these areas, are either stagnant or showing circulation losses."

Wertheim Aymés believes that the positive curve reflects the growing strength of niche titles which deliver on audience specific needs.

"The trend of fragmentation is a reality of publishing - not just locally - but in the global magazine world. In fact this trend has resulted in a spate of launches of regionally based titles in the US particularly, as magazines fill the niche within the niche."