ABCs: Elle outstrips Vogue in first audit as Cleo and Dolly see double digit decline
Elle Australia has overtaken Vogue in the monthly magazine market as high fashion magazines stabilised while titles such as Cleo and Dolly saw more dramatic declines.
The Audit Bureau of Circulation figures for the six months to December 2013 saw Elle’s circulation figure at 61,010 copies since Bauer Media launched it in September, proving more popular than Vogue Australia despite Vogue’s circulation dropping just 2.3 per cent from 51,291 to 50,129.
High fashion glossies proved more stable than others, with Harpers Bazaar growing in circulation by 0.4 per cent, and many of its competitors hovering just above or below the line.
Bauer has also moved to merge the teams for titles Cleo and Dolly, but both suffered big drops again as Cleo’s circulation fell 17.4 per cent to 66,325, and Dolly, which was relaunched this month with a new look, dropped by 22.3 per cent to 70,083.
Am not surprised to see the Dolly/Cleo/Cosmo model drop so much.
I was flicking through Cleo & Cosmo at the hair salon, and they are so vapid, with uninteresting content, repeated from year to year.
I’d much rather spend some time on websites with regular, fresh content.
I’m surprised at how bad the beauty content is in Cosmo. You’d think with youtube & blogs, they’d just give up. Although s’pose they need to give their advertisors space!
Family Circle = fudged figures?
Mike in relation to Family Circle, there is always a large increase at this time due to the Christmas issue. The title frequency is low.
I must say however, from the former makers of Grazia comes the numbers for Elle!!!!!
People can judge for themselves, however Elle is already being bagged with Cosmo……again people will join the dots.
The fundamental problem with large publishers…..title models built on advertising revenue necessity! If you make a publishers commitment then you are stuck???
The only title that bucks this whole trend is Frankie….content/reader first. Look at their numbers including social media engagement WOW.
Really interesting piece – intriguing to see what’s working, what is becoming more popular and what is on the way out. Seems the predictions of what will become of print media are coming true.