People's circulation soars
People magazine, 'your weekly gossip fix', keeps growing from strength to strength. As a result of the magazine's exponential growth in December last year, with record sales of 175 000 a fortnight, the management of Caxton magazines decided to change the magazine's frequency from a fortnightly to a weekly publication in February 2004. people magazine now sells over 400 000 copies per month.
Not only is the magazine soaring in circulation, the advertising is growing as well, with an overall growth of 81.60% in advertising revenue between 2002 - 2003, and a 54% growth between 2003 - 2004.
Since People magazine's inception into the market 18 years ago it has undergone severe changes. The magazines editorial style has changed tremendously, dropping all the weird and wacky alien stories, as well as, changing the entire look of the magazine, from size to content. The magazine keeps its readers abreast with the happenings of all Hollywood and local celebrities as well as all the latest fashion and beauty trends. It is not only focused on celebrities, but also aims to inform and educate readers with its Real-Life Stories Section.
Andrea Caknis, the editor of People magazine, says she attributes the success of the magazine to the fact that she listens to what her readers want. "In 2001 when people magazine was a bi-weekly publication we ran several surveys to identify exactly what our readers wanted out of the magazine. What derived from these surveys was that not only did they want the magazine to go weekly but that we also had a large young readership." Due to this it was decided to bring out a pull-out section called TeenAge which is published twice a month. TeenAge caters for teenagers between the ages of 13 and 19 years. The section is printed on glossy paper and covers all relevant issues for teens, from peer pressure to careers as well as fashion trends. The magazine aims to empower and educate our youth.
Letitia Herold, Brand Development Manager
Tel: 011 889 0865