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More Australians are reading print magazines

Roy Morgan today releases the latest Australian Magazine Print Readership and Cross-Platform Audience results for the year to June 2016.

Roy Morgan today releases the latest Australian Magazine Print Readership and Cross-Platform Audience results for the year to June 2016. Print magazines reached 12,477,000 Australians 14+, up 0.8% compared with the 12 months to June 2015.

The best performing print magazine categories year-on-year were Food & Entertainment (with the combined net reach of the category growing 14.7%), Business, Financial & Airline (up 4.6%), General Interest (up 3.2%), Music & Movies (up 2.6%), Health & Family (up 2.6%), and Home & Garden (up 1.2%).

Nine of the country’s Top 20 magazines increased their readership—including all the ‘big four’ titles: Coles Magazine (up 28.6% to 3,498,000 readers per average issue), Fresh (up 22.7% to 3,095,000), and the two biggest paid-for magazines Better Homes and Gardens (up 2.3% to 1,861,000), and Australian Women’s Weekly (up 0.9% to 1,772,000).

There were double-digit gains for Open Road (up 13.8% to 1,107,000), Taste.com.au Magazine (up 37.7% to 573,000), Australian Geographic (up 17.8% to 537,000) and Recipes+ (up 11.3% to 414,000)

Top 20 Most-Read Magazines June 2016

 

Title

Average Issue Readership

Change since June 2015

1

Coles Magazine

3,498,000

28.6%

2

Fresh

3,095,000

22.7%

3

Better Homes and Gardens

1,861,000

2.3%

4

Australian Women's Weekly

1,772,000

0.9%

5

Woman's Day

1,352,000

-10.7%

6

New Idea

1,121,000

-7.7%

7

Open Road (NSW)

1,107,000

13.8%

8

National Geographic

1,064,000

6.4%

9

That's Life

678,000

-11.7%

10

House & Garden

607,000

-0.8%

11

Royal Auto (Vic)

593,000

-2.5%

12

Taste.com.au Magazine

573,000

37.7%

13

Road Ahead (Qld)

543,000

-6.4%

14

Super Food Ideas

540,000

-5.3%

15

Australian Geographic

537,000

17.8%

16

Take 5

521,000

-13.3%

17

Reader's Digest Australia

480,000

-12.9%

18

TV Week

451,000

-8.5%

19

Qantas Magazine

445,000

-0.4%

20

Recipes+

414,000

11.3%

The Top 20 most-read magazines remain the same, but there has been some repositioning on the list: House & Garden rose two spots to become the 10th most-read magazine (with 607,000 readers), Taste.com.au Magazine jumped from 15th to 12th, and Australian Geographic climbed one rung up the ladder from 16th into 15th.

As well as the supermarket and everyday food magazines in the Top 20, three other Food & Entertainment titles also contributed to the category’s industry-best growth: Delicious (up 5.6% to 358,000), Gourmet Traveller Wine (up 7.6% to 99,000), and Selector (up 48.5% to 98,000—the biggest proportional gain of any magazine).

The overall growth in the Business, Financial & Airline category was also a team effort, led by Time (up 16.9% to 339,000), The Monthly (up 15.4% to 165,000), and New Scientist (up 6.3% to 370,000), as well as the in-flight entertainers Virgin Australia Voyeur (up 11.5% to 261,000) and Jetstar (up 12.6% to 206,000). The most-read magazine in the category, Qantas Magazine was steady with 445,000 readers.

The moderate overall growth in the Home & Garden category belies even stronger gains across individual titles: as well as Better Homes and Gardens, the majority of titles were up, including Homes+ (up 37.6% to 117,000), Your Garden (up 9.6% to 149,000), Gardening Australia (up 2.5% to 409,000), Real Living (up 6.8% to 142,000), Inside Out (up 4.7% to 135,000), Handyman (up 3.4% to 185,000), Country Style (up 2.2% to 282,000), and Home Design (up 4.9% to 85,000).

Both Rolling Stone and Empire gained new or returning readers, up 5.0% to 230,000 and 1.6% to 196,000 respectively.   

Many other magazines outperformed their category: Yours bucked the trend in Women’s Lifestyle (up 17.9% to 138,000), while GQ did the same in Men’s (up 12.9% to 79,000); in Women’s Fashion, the stand-outs were Vogue Australia (up 3.1% to 334,000) and Frankie (up 2.6% to 320,000); and among Computing mags, it was all about APC (up 3.8% to 108,000) and TechLife (up 17.5% to 67,000); 

View the full Magazine Readership Results

Cross Platform Audiences

Better Homes & Gardens and Australian Women’s Weekly both firmly pass the two-million mark when including all readers who access the title via print, website or app—with Cross-Platform Audiences of 2,140,000 and 2,094,000 respectively.

Overall, print clearly remains the cornerstone of magazine reach. Vogue continues to have the highest online reach overall (422,000), while only it and Gourmet Traveller so far reach more readers online than in print. The only other titles to reach less than 60% of their total Audience via print are Cosmopolitan, Reader’s Digest, Time Magazine, and The Monthly

Michele Levine, CEO, Roy Morgan Research, says:

“Magazines now reach almost 12.5 million Australians aged 14+ in print form alone. Unlike for newspapers, print remains the dominant channel through which Australians interact with magazine titles. Among the 27 titles measured across both print and online, an average 70% of audiences read the print issues. 

“The vitality of print in the magazine industry has justified our developing and building a more granular, useable and effective way to measure and understand the readership of issues over time. As noted in May, Roy Morgan Research has collaborated with the magazine industry to deliver Magazine Audience Accumulation into the industry standard software, ASTEROID. Agencies will get their first taste of the enhanced software on August 23, with the delivery of the June 2016 database.

“Accumulation shows how a magazine’s total audience ‘accumulates’ or grows week by week  as people read their copy and pass it on to others to read. Understanding this dynamic is imperative for advertisers and agencies to maximise Return on Investment (ROI) – by optimising flighting of magazine campaigns as well as ‘being in the know’ about when to best measure ROI.

“In order to meet the demand of agencies and advertisers for more granular audience data, Roy Morgan and the publishers have worked together to build these Accumulation curves right into the industry’s most trusted dataset and most used software.” 

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309
askroymorgan@roymorgan.com


About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2