Private Frazer’s Doomed Magazines

June 8, 2011

Reading Quietly

There’s been very little noise about the latest National Readership Survey results. Many publishers prefer to quote NRS figures over ABC as they give a more malleable view of a title’s penetration in the market, dealing as they do with ‘readership’ rather than ‘circulation’.

Perhaps everyone was too busy to pay much attention to the results? For anyone who is interested, here are  some highlights from the Top Line data, comparing the periods a) April 2009 – March 2010 with b) April 2010 – March 2011.

 Top 20 weeklies, total readership

a)      19.6 million
b)      18.2 million – a drop of 13%

 Top 50 monthlies

a)      39.6 million
b)      33.1 million – a drop of 16%

 Some individual titles

  • BBC Wildlife – down 23%
  • FHM – down 24%
  • Loaded – down 27%
  • Readers Digest – down 15%
  • Stuff – down 23%
  • Nuts – down 22%
  • Zoo – down 35%
  • NME – down 20%

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