ABC Results, 2013 Quarter 1 (January – March 2013)

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I’m know I’m a bit late, but someone has a day job, and has to do these things at night :-). But below you will find probably one of the most comprehensive ABC reports for South Africa, out there currently… Just my personal opinion 😉

The ABC results for Quarter 1 of 2013, January – March 2013 were released last week. This is my personal analysis of the results.

PREVIOUS REPORTS:

For the latest report on the 2013 Quarter 1, I will once again only really be focussing on the magazines that I feature on the website.

I will also only be covering magazines that actually released new results in the above period.

How does it work; We compare the latest results with that of the previous recorded results (for example Quarter 1 of 2013 vs Quarter 4 of 2012). I’ve also now introduced a table to show how it’s increased/decreased over the past 5 Quarters, which will then automatically show the year-on-year results also. I thought that this would show better how a magazine has improved or declined from result to result, instead of only comparing it with results from the same period in 2012 (i.e. Quarter 1 of 2013 vs Quarter 1 of 2012). 

CELEBRITY CATEGORY

Heat 1.8 7 March 2013 People 1.8 8 March 2013

  • Heat has show a decrease quarter after quarter, and these are the first results where they’ve shown an increase. A very small increase. But still a worthy increase. Makes sense then they decided to increase the cover price back to R21, starting from April 2013… What could have caused the ‘spike’ in sales? Could it be a MASSIVE spike in sales with the 28 February 2013 issue, with the Reeva Steenkamp exclusive where they published her last given interview? Or the 7 March 2013 issue with Francois Hougaard on the cover, where they falsely advertised what readers could expect in the issue?

    Heat

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    30 193 30 925 28 316 27 945 29 422
  • People South Africa is still the best selling weekly gossip magazine (not counting YOU and Huisgenoot which is moving into this space very quickly…), but they did see a small decrease, but they’re staying in the 80 000’s, which is good number to be in…

    People South Africa

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    87 179 87 058 84 323 85 978 82 464

ENTERTAINMENT CATEGORY

TV Plus 1.5 6 March 2013 ENG TV Plus 1.5 6 March 2013 AFR

  • TV Plus Afrikaans is staying constant when you compare quarter to quarter, but saw a small drop year-on-year.

    TV Plus Afrikaans

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    40 385 39 764 38 340 37 667 37 752
  • TV Plus English is also very constant, for the past 3 results already.

    TV Plus English

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    47 140 45 375 41 747 41 889 41 594

FAMILY INTEREST CATEGORY

 Huisgenoot 1.8 7 March 2013 YOU 1.8 7 March 2013

  • DRUM seems to be climbing the sales-ladder again… slowly but surely.

    DRUM

    2012, Q1 2012, Q2 2012, Q3 2012, Q4          2013, Q1
    138 007 130 513 115 375 118 793 121 768
  • Huisgenoot must be really happy with the new results, especially after they fell 30 000+ in previous quarters. This 15 000 increase is great news, and I’ve got my suspicions that a lot of thanks are for these articles/covers/issues that boosted their sales dramatically; 28 February 2013, with their first issue with Oscar Pistorius news, spreading over 13 issues, and with a winning-cover. 7 March 2013, with Oscar and his brother Carl Pistorius on the cover, with an exclusive interview with Carl. 14 March 2013, with the late Reeva Steenkamp, and her parents on the cover, with an interview with her parents in this issue. 28 March 2013, the Oscar covers continue, with Oscar and his Grandmother on the cover… I’ll put my head on a block and say that this increase is due to their (amazing, but sometimes too soppy and too much and desperate) Oscar Pistorius / Reeva Steenkamp coverage. Remember that their are about 12 weeks in this quarter, so that’s the sales results of 12 issues of Huisgenoot, and then 285 520 is the AVERAGE. So I think it’s safe to say that some of these Oscar issues might have sold more than 300 000+ copies… But only they will know…

    Huisgenoot

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    298 262 281 045 273 772 270 310 285 520
  • YOU showed an increase of about 10 000, which is surely also thanks to Oscar and their covers and coverage.

    YOU

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    181 071 167 485 162 879 155 125 165 330

HOME CATEGORY

 House and Leisure 2 March 2013 

  • House & Leisure is showing a massive increase (best results for the past 5 quarters), BUT… it’s important to point out that they are still one of the top selling decor magazine with paid for copies at 44 237, but they’re Total Free distribution adds up to 10 314, making the new total of 54 551. Included in this total is a cool 1 322 for Digital Editions/Subscriptions sold.

    House & Leisure

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    43 605 40 767 43 991 44 630 54 551
  • Tuis / Home  is back to it’s old self, with the best results for the past 5 quarters! And all of this is 100% Sales and Subscriptions, even with 1 372 Digital Editions. No free copies included in their end total.

    Tuis / Home

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    80 457 79 723 79 524 82 430 85 654

FOOD TITLES (This isn’t the category, but because the food titles were split amongst all other categories, I thought I’d plonk them together)

Food & Home 3 March 2013  Taste 2 March 2013 Fresh Living 3 March 2013

  • Food & Home Entertaining is staying constant, and within the same area. I would be very interested to see if their change in Cover-Strategy is going to boost their next results…

    Food & Home Entertaining

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    32 720 34 530 34 554 32 672 34 052
  • Woolworths TASTE magazine seems to have dropped a little bit again, down to 27 197. Their lowest has been in 2012’s Quarter 2 with 25 252. Their past few covers have been extremely strong, so I would be interested to see if that will make a difference in their sales in future…

    Woolworths TASTE

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    29 941  25 242 31 073 28 538 27 197
  • Pick n Pay Fresh Living on the other side is showing a decline for the past 4 Quarters, and they claim a massive 16 641 against Free Distribution, making their Paid Circulation only 50 527, which is down from 57 774 Paid Circulation in 2012, Q4…

    Pick n Pay Fresh Living

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    70 491 75 077 73 782 71 760 67 168

LEISURE CATEGORY

Rolling Stone 3 March 2013

  • Rolling Stone South Africa has had a few difficult months/issues, and hasn’t been reporting their ABC’s for a few quarters, making people talk and gossip. At first glance these results look extremely poor, and that their’s only one way… for their doors to close. And it’s easy to reach that conclusion, if you don’t dig a bit deeper… And that’s why I’m here! 2012, Q1 they reported an ABC of 15 889, but this number is made up of 166 x Subscriptions, 3 540 Single Copy Sales (making a total of 3 706 for Total Paid copies) and then they claimed a massive 12 183 copies against “Total Free Circulation. When you compare apples to apples, and we look at 2013, Q1 they reported a much smaller ABC of 7 155, BUT it’s made up of the following; 166 x Subscriptions, 3 200 Single Copy Sales (down from before), and they’re also reporting a great 2 056 Digital Editions (making a total of 5 755 for Total Paid copies)! Then they only claimed a small quantity of 1 400 against Total Free Distribution, and when it’s all added up, you get 7 155. So yes, they’re ABC’s are down massively, but you look at the breakdown, they’re actual copies sales have improved (thanks to digital sales), and the only reason why they’re down is because they didn’t go crazy and claim for every single back copy… So what’s better? Throwing away back copies in every direction (at no costs) and claiming that, or actually selling a more copies (which brings in a bit more money)? Let’s just hope the advertisers realize the above, and that they continue to get the support…

    Rolling Stone South Africa

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    15 889 No Submission 7 155

MALE CATEGORY

FHM 3 March 2013 Mens Health 3 March 2013 Playboy 2 February 2013 Popular Mechanics 3 March 2013

  • Looking at FHM, they were able to climb a bit, but they’re not at all close to where they were a year ago…

    FHM

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    47 168 37 277 37 444 29 382 32 270
  • Men’s Health South Africa seems to be up and down the whole time, but at least the ‘up’ this time is closer to where they were a year ago.

    Men’s Health South Africa

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    74 903 61 963 64 186 61 663 69 196
  • Playboy South Africa showed very strong ABC’s in 2012 (most due to Free Distribution), and then showed a massive decline in Quarter 3 (due to an error). But they seem to have correct things in the 2012, Q4 report, showing Copy Sales of 3 027, amazing Digital Copy Sales of 7 033, and very few Free Distribution of 2 819. With this, and a few smaller items added up, that ABC came in at 13 309. But with the latest report, it just showed “resigned”, meaning that they decided not to hand in their latest results… and it made sense when they announced that starting from their May 2013 issue, they will only be available digitally (i.e. no more magazine that you can hide under your bed, or steal from your big brother…).

    Playboy South Africa

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    13 965 16 299 3 839 13 309 Resigned
  • Popular Mechanics fell a bit previously, but seems to be growing again slowly. 4 817 of their total amount is made up of “Total Free Circulation”, and they have “Digital Editions” at 2 305, just as an FYI.

    Popular Mechanics

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    50 787 49 916 46 862 43 863 48 283

SPORTS AND HOBBY CATEGORY

SA Rugby 2 March 2013

  • SA Rugby is staying very consistent, and when you look deeper into the numbers is shows that their Total Paid copies are at 15 448 (which includes 1 054 Digital Editions), and their Total Free Circulation comes in at 5 400, making a total of 20 848. I’m going to keep an eye out at the end of the year (2013, Quarter 4 results), to see if them bagging the NEW South African Swimsuit edition with their November 2013 issue, will be boosting their sales (as it did for Sports Illustrated historically)…

    SA Rugby

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    21 187 21 661 21 152 20 092 20 848

TRAVEL CATEGORY

Getaway 3 March 2013 Country Life 3 March 2013 Go 3 March 2013

  • Getaway is showing a massive jump when looking for Quarter to Quarter. When you dig deeper into their numbers, it shows 49 932 for Total Paid copies (of which 2 513 for Digital Editions forms part of it), and then they’re also claiming 5 492 under Total Free Circulation.

    Getaway

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    54 585 56 624 51 649 45 347 55 424
  • SA Country Life, also in Travel Category, has been showing a constant decline before, but all of that has changed, but them now reporting the strongest figures when you look back at the past 4 reports! Part of this number is made up of 3 636 copies that they claimed under Total Free Circulation, and the rest if it is all for copies sold.

    SA Country Life

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    36 246 36 417 35 183 33 840 40 708
  • Weg! / Go! is another title in the Travel Category that is showing an increase! Very interesting. Please note that Weg!/Go! do not claim for any ‘free’ copies, so the number below is 100% Sales (50 286), Subscriptions (27 908) and Digital Editions (1 533).

    Weg! / Go!

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    83 592 79 364 77 540 73 949 79 727

WOMAN’S GENERAL

Cosmo 3 March 2013 Destiny 3 March 2013 Elle 3 March 2013 Fairlady 3 March 2013 Good Housekeeping 3 March 2013 ENG Grazia 1.8 6 March 2013 Ideas 3 March 2013 ENG Marie Claire 3 March 2013 Oprah 2 March 2013 Rooi Rose 3 March 2013 Sarie 3 March 2013 True Love 3 March 2013 Woman & Home 2 March 2013 Womens Health 2 March 2013

  • Cosmopolitan was still without an Editor with this report, with the new editor Cathy Lund producing the June 2013 issue has her first issue. They’re latest results are the lowest yet when looking at all 5 reports. I have to point out that 15 142 of the 83 049 captured in Quarter 1, was for Free Distribution, and only 67 907 for Paid Circulation (down from 74 197 previously…)

    Cosmopolitan

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    85 724 90 444 85 212 86 885 83 049
  • Destiny is a little bit up again, and of the 28 337 reported below, 5 243 is for Free Distribution.

    DESTINY

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    30 321 27 545 29 116 27 822 28 337
  • ELLE is was showing such amazing growth with the 2012 Quarter 4 results, but now it’s gone down-down again… They actual sales are down a lot, with their Total Paid copies coming at 22 746, and they claimed a big 9 796 copies against Free Distribution (up from 5 780 previously). These things really baffle me when a popular and amazing title like ELLE climbs so beautifully, and the drops so massively… I wish there was a simple answer… Surely it can’t be bad cover choices, because their covers are always S#!t-Hot

    ELLE

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    30 083 39 467 36 158 43 820 32 554
  • Fairlady is back…again! If I have this correctly, Fairlady as previously always only claimed 100% results (so no free copies). But with the new report it shows that they’ve claimed 1 166 copies against Free Circulation, but their Total Paid copies is still strong at 57 955.

    Fairlady

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    51 302 54 375 53 436 57 522 59 121
  • Good Housekeeping / Goeie Huishouding seems to be like a seesaw at the moment… When looking deeper into their numbers, it shows that they’re currently claiming a massive 18 330 against Free Circulation, so that means that their actual Total Paid copies are only at 47 839. Of all the titles that I cover on my blog, and the popular titles sold in store, Good Housekeeping / Goeie Huisnouding is currently claiming the most back copies of all titles…

    Good Housekeeping / Goeie Huishouding

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    71 760 66 486 65 278 70 932 66 169
  • GRAZIA South Africa has increased a bit, but 3 604 of the new ABC figure is for Free Distribution. It’s interesting that they claim for Free Distribution, as Media24 titles are normally allowed to claim any copies for Free Distribution. Seems like they are one of the special few that are allowed to… It would also be an interesting case study to see if their price decrease (from R20 down to R15) will help boost their sales, because it didn’t help at all for Heat when they did the same…

    GRAZIA South Africa

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    20 745 23 182 23 686
  • Idees / Ideas is performing strongly, issue after issue, and Quarter after Quarter.

    Ideas / Idees

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    85 679 90 622 89 614 91 905 89 321
  • Marie Claire is down to where they were exactly a year ago… Marie Claire is also one of the titles that make use of their back issue, and claim it as best they can. In the new report, they have claimed for a total of 8 779 copies against Free Distribution (down from 11 066 previously), making their Paid Circulation only 29 180.

    Marie Claire

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    37 285 41 544 41 791 41 137 37 959
  • O, The Oprah Magazine is down to it’s lowest ABC’s over the past 5 reports, but necessary to point out that 8 596 of the 35 197 below, is for Free Distribution.

    O, The Oprah Magazine

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    41 267 38 898 39 630 37 459 35 197
  • Rooi Rose was officially the best selling / biggest Afrikaans Women’s Glossy in South Africa when the 2012 Quarter 4 results were released, because SARIE has held that title for a very very long time. So celebrations were indeed in order! But the celebrations were short lived, as SARIE has taken over their spot again… The latest results for rooi rose (96 621) are made up 91 547 Total Paid copies, and 5 074 Total Free Circulation.

    rooi rose

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    104 533 81 555 100 949 112 381 96 621
  • SARIE is back on top, and officially the biggest Afrikaans Women’s Glossy in South Africa again! And it seems like the  February 2013 issue with Oscar Pistorius ended up being a good thing for them, as I’m sure that it helped to boost their sales… What’s really interesting is that for the first time ever, SARIE is also claiming for Free Distribution from this report, as they’ve never done so before. My suspicion is that they started doing this after the dreaded previous report where they were kicked off the pedestal of being the top Afrikaans Women’s Glossy… They only claimed for a very small 1 166 against Free Distribution (every bit helps…), so the bulk of their ABC (103 696) is for Total Paid copies! They’re also currently reporting 13 511 subscribers, and 1 122 Digital Editions, which is also really good.

    SARIE

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    120 402 108 449 100 855 93 473 104 862
  • True Love is also not performing too well, and is down to 67 388 in Quarter 1 for 2013.

    TRUE LOVE

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    79 309 78 056 71 126 68 146 67 388
  • Woman and Home seems to have massive falls, and massive jumps every Quarter. Why, I don’t know, but they had a massive ‘fall’ again this quarter. They claimed 7 047 copies against Free Distribution.

    Woman & Home

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    86 160 101 690 86 153 100 310 90 830
  • Women’s Health hasn’t been showing the same strong numbers it had when it launched, and it just kept dropping before. But now they’re back up to 74 492, of which all of this is 100% copy sales!

    Women’s Health

    2012, Q1 2012, Q2 2012, Q3 2012, Q4 2013, Q1
    78 791 60 977 57 270 60 187 74 492

SUBSCRIPTIONS

With every ABC, I also like to keep an eye on what’s happening in the difficult world of Subscriptions. Unfortunatley, it’s a fact that subscriptions aren’t too popular in South Africa, mostly due the readers not trusting the postal service, or the chance of their beautiful copy getting damaged. That’s why it’s also important to celebrate those that do perform well (above the rest) when it comes to getting subscribers.

  • Huisgenoot has 15 904 subscribers (down from 15 933 in Quarter 4, 2012) who receive a copy in the post every week, compared to only 5 226over at sister title YOU, and only 2 626 for DRUM.
  • Tuis / Home a massive 14 854 subscribers, vs 13 358 subscribers in Quarter 4 of 2012.
  • CAR magazine has 17 982 (up from 17 586 subscribers in Quarter 4 of 2012).
  • The ‘little’ hunting magazine SA Hunter / Jagter has a massive 29 725 subscriber base (vs 26 927 in Quarter 2 and 28 795 in Quarter 4 in 2012). So they just keep growing and growing in subscriptions! Their total ABC is currently 38 517 vs 33 994 for Quarter 1 in 2012. Not too shabby… Just a pity their covers aren’t really the best. One of their covers also made my list of Top 10 WORST covers for 2012.
  • Weg! / Go! have a combined subscription base of 27 908 vs 28 172 in Quarter 4 in 2012.
  • Readers Digest currently has a subscription base of 17 884.

DIGITAL COPIES

It seems like everyone is saying that magazines should be available digitally. Correct. And Media24 is doing an amazing job, and leading the way, with Mysubs! But the questions is, is the South African market ready for it, and are people buying (South African) magazines locally? The results below is based on an average of digital copies sold. Let’s see:

It’s important to point out that the others that I didn’t mention are either not selling issues digitally, or they are sellingin the low 100’s, or just less than the above Top 5. If you want any specific results, please leave a comment below.

In fact, if you require any results on a specific title that I didn’t mention, you are welcome to leave a comment below, then I’ll reply with the answer asap.

19 thoughts on “ABC Results, 2013 Quarter 1 (January – March 2013)

  1. Pingback: FHM. It’s a Dead Thing. (FHM South Africa will be closing) | MediaSlut

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  4. Pingback: Marie Claire South Africa, June 2013 | MediaSlut

  5. Pingback: FHM South Africa, June 2013 | MediaSlut

  6. Pingback: O, The Oprah Magazine South Africa, June 2013 | MediaSlut

  7. Pingback: Good Housekeeping / Goeie Huishouding, South Africa, June 2013 | MediaSlut

  8. Pingback: Stuff South Africa, June 2013 | MediaSlut

  9. Pingback: Men’s Health South Africa, June 2013 | MediaSlut

  10. Pingback: House and Leisure, June 2013 | MediaSlut

  11. Pingback: Fairlady, June 2013 | MediaSlut

  12. Pingback: ELLE South Africa, June 2013 | MediaSlut

  13. Pingback: Cosmopolitan South Africa, June 2013 | MediaSlut

  14. Pingback: TASTE, June 2013 | MediaSlut

  15. Thanks Mediaslut – I prefer your simple yet informative version. Do you have results for Real n Destiny Man magz?

    • Thanks for the vote of confidence 🙂
      REAL: Total for new Quarter is 48 216, compared to a much higher 63 907 a year ago. The 48 216 is split up into the following 1 565 subscribers, 46 633 for Single Copy Sales, and 18 for Digital Editions.
      DESTINY Man: They didn’t release information this Quarter, as they only do so for 2 out of the 4 reports… You’ll be able to find their ‘previous results’ on my Quarter 4 for 2012 report. There’s a link at the very top of this article.
      Hope this helps 🙂

    • Thanks for the comment. Mainly because it’s not part of the magazines that I read, or am familiar with, or get sent by the publisher. If you’re interested in the results for Your Family, their latest ABC is 50 535, which is made up of: 3 728 Subscriptions, 38 178 Single Copy Sales, 3 877 for Free Circulation, and the rest is made up of smaller amounts.

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