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BBC Gardener's World and OK! Magazine see largest percentage decline in second half of 2011, ABC's reveal


By The Drum Team, Editorial

February 16, 2012 | 2 min read

OK! Magazine and BBC Gardener’s World see largest percentage circulation dip in second half of 2011 of Top 100 Magazines, latest ABC figures reveal.

The figures released by ABC, listing the top 100 magazines, records Tesco magazine as distributing 2,018,375 copies by December 2011, 4.7% higher than six months earlier when it had an average circulation figure of 1,928,687 copies.

In second place is Asda magazine, losing 1.6%, at 1,949,451 copies, while The National Trust magazine saw a year-on-year growth of 3.5% from December 2010, increasing its circulation to 1,948,384.

Fourth on the list is TV Choice, the first actively bought title on the list, lost 3.7% in six months, seeing a decrease to 1,304,382, while What’s On TV saw a slower decline of 1.6% to 1,253,697.

The rest of the top 10 is made up of Tesco Real Food (+0.3%), Morrisons Magazine (+1.2%), Radio Times (+2.7%) and Take a Break (1.6%), respectively.

OK! recorded a significant decline of 17.9% over the half-year period, falling to 388,472 copies, with a year on year decline of 13.9%, only beaten by Gardener’s World which had the largest percentage decline between July and December at 18.4%, with 212,620 copies being distributed in December, as opposed to 265,328 in June 2011. However the title did see a rise of 2% overall on it year-on-year figures.

The total Average Issue Net Circulation figure was only 1.4% lower than the same period the previous year, with annual circulation on an annual basis totalling 1.2bn.

Barry McIlheney, CEO of the PPA, said: "Magazines yet again demonstrate their worth in the eyes of consumers and advertisers in this latest set of circulation figures from ABC.

"As our recent Publishing Futures study showed, the race to connect with audiences across a diverse range of platforms continues apace but these figures are a welcome reminder of the widespread reach and deep engagement of the medium in print."

McIlheney added: "In keeping with the rest of the industry, reporting standards are constantly changing. The ability to report digital edition figures alongside print circulation has been a step forward for publishers, and we will see further progress later this year when publishers can report on the Multi-Platform Certificate, launched at the end of 2011."

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