Yesterday’s Mediaweek industry newsletter carried a story reporting comments of New Idea outselling Woman’s Day on several weeks recently. There is no doubt that New Idea is the big improved in circulation in 2005. This is based on the newsagent sales data I am privileged to see. It is also true that, for the stores I look at, on two weeks New Idea passed Woman’s Day – mainly due to it’s Princess Mary and earlier Bec Cartwright coverage. Looking at issues published over the last, say, six weeks, you can see Woman’s Day fighting back – better covers, more focus on celebrity. In newsagencies around 50% of the time both magazines are purchased together; between 60% and 85% of all sales are on a Monday – the day of issue.
The more active battle for circulation between the two this year is great. More please!