Weekly magazine circulation has declined again based on the latest audit results published at mUmBRELLA.. From the declines speak to the failure of their discount bagged magazine strategy. here are the Bauer declines: Zoo (now terminal) 36%, NW 15%, Woman’s Day 5.7%, TV Week 4.4%, OK! 3.7% and Take 5 3.4%. Pacific weeklies declined too: Famous 14.5%, Who 12%, That’s Life 6.3% New Idea 3.5%.
Consumer habits have changed and some titles are yet to catch up with that in terms of content they offer. The publishers also need to engage differently with retailers. They focus too much on billboard displays and not enough on engagement that fits with retail today, specifically retail in newsagencies.
The publishers have not helped themselves by spreading into retail outlets where magazines are not treated well. Their arrogance has distanced some publishers from the newsagency channel.
In short, publishers need to reset their contact, change how they engage at retail and embrace newsagents as their specialist retailers. We’re all in this together and can support each other. However, supermarkets, convenience and petrol will not see themselves that way.
These declines are not new. The lack of a smart response from publishers is also not new. In some respects it is like watching a train wreck in slow motion.