Associated Media Publishing Shows Strong Growth Across All Platforms
Healthy Q3 ABC figures, swelling online audience.
Family-run, independent media group Associated Media Publishing, this week recorded exceptional results in the quarter three Audit Bureau of Circulation (ABC) survey. The group now reaches an audience of over 2.2 million South Africans via its integrated multi-channel offerings across print, social media and digital, and targeted events.
- Good Housekeeping and Goeie Huishouding (GH) print titles reflected exceptional combined growth of 28% year-on-year in paid circulation and 9% for the quarter. The titles’ paid circulation now stands at 47 769.
- Despite declining figures across most of its category, Cosmopolitan’s total circulation is up by 6% quarter-on-quarter.
- Much loved design, decor and lifestyle brand House&Leisure also showed growth, with total circulation rising by 2% since quarter two.
- Social media following across Associated Media’s platforms is nearing the one million mark.
According to chief executive Julia Raphaely, Associated Media’s performance clearly demonstrates that a turnaround in the publishing industry is underway. “All our brands now offer 360-degree content packages – across print, online and events – allowing audiences to engage with us through multiple touchpoints.
“The heart of Associated Media has always been a deep, intuitive understanding of what makes the South African woman tick and we have stayed true to this, extending and evolving our offerings but sticking to what we do best.”
Raphaely says that, in particular, the performance of GH was indicative of the success of the group’s 360-degree strategy. “Growing paid-for circulation on a print title by nearly a third is no mean feat in the current tough media climate, so we are absolutely delighted with this growth.”
GH editor, Sally Emery, attributes the growth of the title to consistently delivering content that is 100% relevant to readers’ lives. “Good Housekeeping/Goeie Huishouding is proudly positive, and we feel our cover and inside pages now better reflect this. We understand the pressures our reader faces when it comes to managing her time, her family, her home and her money, and this brand gives her genuinely useful advice and solutions. We understand and celebrate the necessity of value – and I think this is key in the current economic climate.
“Through GH’s websites and social media platforms our audience engages with this brand every day and throughout the day. This means we aren’t just seeing growth in print, but in our digital numbers too,” says Emery. A fresh new look by art director, Sarel Greyling in June this year has also added to the title’s appeal.
Raphaely says she believes the strong performance of House&Leisure and Cosmopolitan can also be attributed to the right mix, both online, in print and through targeted events.
She concludes that Associated Media is just getting started. “. This huge audience allows us to offer deep value, not only to our readers, but also to advertisers who are looking to engage
with their audiences in a highly targeted, tailored way. We allow them to cut through the clutter and package effective messages that land where it counts.”