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Consumer ABCs: Lockdown leisure

Consumer ABCs: Lockdown leisure

Gardening titles saw circulations rise across the board for the first half of 2020 as lockdown Britain sought inspiration and horticultural solutions.

BBC Gardeners’ World, published by Immediate Media, saw a combined period-on-period rise in digital subscriptions and print circulation of over 30% to 221,422.

The title’s digital circulation leapt 164% to 14,845 from January to June 2020, while print numbers rose by 25.44% to 206,577.

Other titles that benefited from the UK population spending more time in their gardens included Bauer Media’s Garden News and Garden Answers. The latter saw a 17.47% rise in print circulation to 50,888, while Garden News recorded a print circulation of 37,776 – a 12.68% period-on-period rise.

And while leisure titles in the cookery category saw their print circulations fall as lockdown prevented consumers from leaving their homes, their digital counterparts recorded notable growth.

Olive, published by Immediate Media, saw a 229.81% leap in digital subscribers compensate for a -15.63% fall in print numbers, resulting in a combined print and digital offering of 34,114 – a 16.16% rise period-on-period.

BBC Easy Cook, another Immediate Media title, grew its digital subscriptions 103.67% period-on-period, although a -25.91% drop in print circulation saw the magazine brand’s total circulation down -10.08% overall to 24,258.

Likewise, BBC Good Food saw its digital subscriptions jump 96.29% over the half year, despite a -12.86% drop in circulation overall.

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