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Media Intelligence : MT Resource Guide 2011
S teve Allen, MD at Fusion Strategy, says despite three years of falling circulations and a slump caused in part by a halt to discretionary spending during the GFC, magazines are still relevant and a dynamic part of the media landscape. “Consumer magazines have had to deal with conditions that have been previously unseen. The economy did reasonably well to weather the GFC, but consumers were reluctant to spend – they were focusing on paying off debt. Like the retail sector, consumer magazines were dragged down because they are reliant on the retail market.” Post-GFC, as other sectors report “bounce back” of sorts, consumer magazines still lag behind in circulation and revenue. “Both dimensions are well behind where they were,” reports Allen, citing the six month ABC audit to December 2010, which showed gross circulations for the major 80 titles down 6.77% after adjusting for non audited titles still circulating. “ They were 6.14% down for the year, the third year in a row of falls. Advertisers are 34 MediaTitles consumer publishing The GFC dealt a massive blow to the retail segment, which is inextricably bound to the Australian appetite for consumer magazines. Like retail, the consumer magazine market has yet to recover in terms of ad revenue and circulations. But there is hope, in the form of a collaborative approach under revitalised industry bodies and a concerted push to promote the loyalty, love and discretionary spend unique to magazine readers. adapting to change Extending reach and The magazine publishing industry is expected to generate revenue of $2.1 billion in 2010-11, with gross copy sales of aBC-audited consumer magazines estimated at 210 million; the retail value of consumer magazines is about $1.0 billion. magazines account for about 7.0% of total media advertising revenue in australia. Robert Bryant, General Manager, IBISWorld Fusion Strategy mD Steve allen: magazines are still relevant and a dynamic part of the media landscape p34-37 consumerPublish.indd 34 15/4/11 2:29:47 PM
MT Resource 2010
Media Trends+Strategy 2012