Covid-19 has accelerated declines in magazine circulations, according to ABC figures for the first six months of the year. Some publishers are hoping for a bounce back as lockdown restrictions end and consumers are able to buy publications from newsagents as part of their daily ritual, but others are less sure. The last few months have been marked by high profile closures on both sides of the Atlantic: for example Q in the UK and O, the Oprah Winfrey magazine in the US.
Magazines across the board have lost readers, from television listing titles to women’s interest and lifestyle. The only exceptions are in food and gardening, perhaps a reflection of activities that have been possible during lockdown. BBC’s Gardeners’ World increased sales 8% to 221,422 copies and Garden Answers rose 7% to 50,888.
In Food, upmarket magazine Olive grew sales 35% to 34,114 in the audit issue. Easy Cook moved up 14% to 24,258. In contrast Delicious noted an 8% fall in sales to 52,486. It remains the largest title in the sector.
TV Choice remains the largest magazine in the listings and lifestyle segment with a 7% fall to 1,039,288. Radio Times fell back 10% to 468,608. ES Magazine, given away from the Evening Standard in London, produced 307,975 copies a week, down 15% and reflecting what is happening on the streets of the capital.
“While our traditional supply experienced massive disruption during lockdown, the demand for our products remained strong, even increased in some markets,” says Chris Duncan, chief executive UK Publishing for Bauer.
The belief is that in the second half the circulation losses will for the most part be recouped. This will increasingly include digital subscriptions as well as print sales. Magazine publishers are hoping that as distribution patterns settle, there will be a robust recovery.
Other notable changes include a 23% fall to 97,376 for National Geographic magazine, a 33% decline for Heat to 78,290 and 27% down for Closer at 119,931. Slimming World is itself slimmer in readership, down 23% to 434,105.
Magazine circulations have been hit by the problems in distribution during the lockdown period. The question is whether the magazine purchasing habit can be rekindled as lockdowns are eased, or whether the declines are permanent.
