Magazine ABCs: Celebrities struggle as Star and Reveal fall more than 20%
Northern & Shell's Star, IPC Media's Now and Bauer Media's Closer all lost around a fifth of their circulation in the first six months of 2013, while Hearst's Reveal slumped by a quarter, as the celebrity sector struggled.
Star: Northern & Shell title
Posting the steepest decline of its peers, Hearst Magazines UK's £1 celebrity weekly Reveal had a circulation of 172,768, a decrease of 25.9 per cent year on year
Star, which is also £1, was not far behind with a decrease of 22.5 per cent year on year to 223,681 in the first six months of 2013, a fall of 11.3 per cent when compared to the last six months of 2012.
Now had an average weekly circulation of 208,305 in the first six months of 2013, down almost a fifth year on year (19.7 per cent) and a decrease of 13.2 per cent period on period.
Closer had an average circulation of 351,632 in the six months to the end of June 2013, a year-on-year decline of 18.4 per cent and down 11.2 per cent from the six months to 31 December 2012.
Dan Booth, senior news brands planner/buyer at Arena, said the declines could be attributed to the "continuing rise" of online news and gossip as well as generational shifts.
"By the time these magazines come out they are already out of date," he said.
Each of the main celebrity weekly magazines suffered double-digit declines in circulation with OK! faring the best, although its circulation of 316,016 represented a decline of 11.2 per cent year on year and 7.7 per cent period on period.
Stan Myerson, the group managing director of OK! publisher Northern & Shell, said: "Over the past 12 months we have invested heavily in lifting the look and feel of [OK!], with a focus on premium celebrity features as well as up-market fashion and beauty and more royal content.
"OK! has also experienced a very impressive increase in digital readership, more than trebling sales year on year, increases are continuing to grow in the second half of 2013."
Booth continued: "It will be interesting to see what happens in this market over the next six months as there is not a magazine that didn't report a double digit decline. There needs to be some form of investment in content.
"They need to start to rely less on celebrity and begin to incorporate lifestyle and fashion into it. The need to offer something that feels exclusive to the consumer, particularly content that's well thought out and people are going to be will to pay for."
|Title||Jul End 2013||Prd/Prd % change||Yr / Yr % change|
Average circulation per issue for the six month period Jan 2013 to Jun end 2013
Source: ABC Consumer Magazine Report
This article was first published on mediaweek.co.uk
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