Leading with digital and growing print too
After a turbulent year for media that was 2014, the Audit Bureau of Circulations’ (ABC) report, released on 19 February 2015, shows Associated Media Publishing’s (AMP) collection of successful publications is holding its ground.
“In an economy where many publications are shutting their doors, it’s encouraging to see that the AMP stable of publications has managed to adapt to changes in the media landscape successfully across print and digital platforms,” says Julia Raphaely, CEO of Associated Media Publishing.
A summary of AMP’s 2014 ABC results:
- Year on year (YOY) comparative results show AMP’s titles experienced collective increases across both print and digital subscriptions for Cosmopolitan (26%) Marie Claire (15%) and House and Leisure (3%), with a minimal decline for Good Housekeeping and Goeie Huishouding (1%).
- Print publication subscriptions saw consistent increases quarter on quarter (QOQ), indicating print publication growth despite market challenges for this medium.
- Publications that have grown in QOQ total paid circulation include Cosmopolitan (9%), Marie Claire (1.33%), Goeie Huishouding and Good Housekeeping (3%).
- Though House and Leisure saw a 15% decline in total paid circulation, subscriptions to print and digital grew by 6% QOQ, while growing 3% YOY. Total controlled free distribution has been lowered as well. The results suggest conversion of some of its newsstand readers to subscribers.
- Total controlled free distribution has decreased significantly in the last quarter of 2014 across AMP platforms and this has contributed to lowered total circulation numbers, however paid circulation has increased on the newsstand which is a positive result for AMP.
- AMP’s recorded QOQ increase in total paid circulation figures, but a general decline in YOY figures, indicates gradual upward movement for AMP from the decline in the overall women’s magazine space, currently recorded at a 10% decline.
Since AMP’s course of action to shake up its stable of publications, the group has steadily been growing its audience over multiple platforms and providing investing clients and partners with high brand engagement levels, resulting in consumer action.
Additional AMP Highlights for 2014:
- Good Housekeeping and Goeie Huishouding has seen increases in newsstand sales with the change of its masterhead in December, emphasising ‘Good’ rather than ‘Housekeeping’, which was received well by readers.
- During 2014 the Cosmopolitan website has grown page views by 58.7%, unique browsers by 135% with Facebook followers growing by 67% and Twitter by 60.11%.
- Marie Claire’s Website has recently gone viral with its support for Cindy Crawford’s post-baby lingerie shoot, gaining 106,699 unique browsers and 117,034 page views in five days.
- AMP has further experienced digital growth of late as it recently integrated mobile platforms with the traditional websites and re-launched COSMO and Marie Claire’s websites over the last few months with plans for Good Housekeeping and House and Leisure to follow, adding value for its readers.
Reflecting on challenges Raphaely says ever-lowering circulation figures seems to continue as the total market remains in a downturn and that this pattern looks set to continue. However, “we’ve adjusted strategies to minimise the impact.”
Raphaely concluded, “We’ve discovered the benefits of incorporating measurement tools which allow us to understand our audiences better and respond accordingly. The structure of our ever-changing business remains an evolving model and our versatility has proven to be a big differentiator in our business’ success.”