This is about the time that circulation managers are polishing up their returns to send off to the ABC and if the recent retail trends are anything to go by, there will need to be an interesting range of techniques employed to put any sort of positive spin on the figures.
Dropping into Private Frazer’s inbox is Seymour Distribution‘s report on Quarter 1 newsstand sales. This covers the whole market, not just the titles that Seymour represents, and it indicates a year on year drop of nearly 14% in sales volumes. That means that newsstand is down by over a third since the beginning of 2009.
And the carnage seems to be pretty much across the board: women’s titles are down by 14% year on year, motoring is off 10%, computing over 20%, men’s interest over 25%.
There are no bright points among the gloom. If you aren’t a long way down a strategic route to offset the decline in print, then really, honestly, truly, you’re probably too late.