Glossy Talk: Circulation is good news for Frankie and Harper's BAZAAR
While the fashion and women's lifestyle categories suffered near across-the-board losses, there were two good news stories: Morrison Media's Frankie posted a 32.6% circulation increase and ACP's Harper's BAZAAR lifted its game by 6.6%.
The bi-monthly Frankie (a member of the Audit Bureau's "Special Interest" category) had an average of 50,832 copy sales per issue in the year to December 2010, up from 46,684 in 2009, while Harper's BAZAAR attracted 58,776 monthly sales, up from 55,130 the previous year.
"Of course we are really chuffed with the results," says Frankie editor Jo Walker. "It is lovely to have more readers enjoying Frankie, our little team is really pleased. We really still just fill the mag with things we like and are interested in, and people respond to that."
The fashion and women's lifestyle categories both contracted in 2010, registering 8.2% and 3.8% losses respectively. ACP's Cleo posted the biggest sales loss, declining 14.1% to 110,081 copies in the audit, followed by Pacific Magazines' Marie Claire, which lost 6.2% to give it average monthly sales of 105,658.
Vogue Australia's sales fell 3.3% to 52,211, followed by InStyle (-2.7% to 60,128), Cosmopolitan (-1.1% to 150,346) and Madison (-0.9% to 89,312). Sales of The Australian Women's Weekly fell 3.2% to 486,179 copies.
Together with Frankie and Harper's BAZAAR, positive circulation results for Women's Health, which gained 2.5% in sales (now 93,959 per month), and SHOP Til You Drop (up 0.3% to 83,261) suggest that glossies with distinctive content and market positioning are faring relatively well in the age of diverse free online content.
Girl With a Satchel