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Food Magazines’ Circulation Decline Continues

Food Magazines’ Circulation Decline Continues

Following the previous ABC audit, the food magazine market continues its downward spiral in circulation in the Jan – Jun 1999 figures. Only 4 magazines, Somerfield Magzine, Sainsbury’s-The Magazine, Waitrose Food Illustrated and BBC Good Food, recorded any improvement in year-on-year comparisons. Six monthly comparisons paint an equally bleak picture with all but 2 magazines experiencing a drop in circulation.

Food Magazines YoY ABC Comparisons
Title Audit Jan 98 – Jun 98 Jan 99 – Jun 99 Actual Change % Ch
BBC Good Food ABC 290,053 290,646 -593 0.2
BBC Vegetarian Good Food ABC 72,125 65,181 -6,944 -9.6
Family Circle ABC 262,589 231,783 -30,806 -11.7
Good Housekeeping ABC 440,721 370,436 -70,285 -15.9
Prima ABC 531,678 485,580 -46,098 -8.7
Safeway Magzine ABC n/a 1,808,287 n/a n/a
Sainsburys The Magazine ABC 370,862 385,061 14,199 3.8
Somerfield Magazine ABC 1,130,675 1,360,400 229,725 20.3
Waitrose Food Illustrated ABC 21,208 367,877 346,669 1,634.6
Total 3,119,911 5,365,251 2,245,340 72.0

ChartObject Food Magazines Circulation Trends

Food Magazines Pd On Pd ABC Comparisons
Title Audit Jul 98 – Dec 98 Jan 99 – Jun 99 Actual Change % Ch
BBC Good Food ABC 303,457 290,646 -12,811 -4.2
BBC Vegetarian Good Food ABC 70,962 65,181 -5,781 -8.1
Family Circle ABC 280,687 231,783 -48,904 -17.4
Good Housekeeping ABC 400,063 370,436 -29,627 -7.4
Prima ABC 510,142 485,580 -24,562 -4.8
Safeway Magazine ABC 1,997,063 1,808,287 -188,776 -9.5
Sainsburys The Magazine ABC 410,767 385,061 -25,706 -6.3
Somerfield Magazine ABC 1,177,307 1,360,400 183,093 15.6
Waitrose Food Illustrated ABC 19,873 367,877 348,004 1751.1
Total 5,170,321 5,365,251 194,930 3.8

ChartObject Food Magazines Pd On Pd ABC Comparisons

Following its launch in March 1998 Waitrose Food Illustrated has quickly established itself as a main contender in the food market with a 6 monthly increase of 348,004 copies. Interestingly Safeway Magazine, the curent market leader, dipped 9.5% period on period.

ChartObject Food Magazines YoY ABC Comparisons

In terms of net circulation, Safeway Magazine and Somerfield Magazine are clearly leading the circulation battle with figures of 1,808,287 and 1,360,400 respectivley.

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