The letter calls for buyers to support the use of trusted ABC data and highlights how the Audit Bureau of Circulations (ABC) delivers relevant insight into the market, shining a light as publishers adapt their strategies to meet changing consumer preferences.
The 2024 consumer media report, which was released yesterday (18 February), revealed that over 435 million print and digital magazine copies went direct to consumers in 2024.
This encompassed 43 market sectors, covered by 62 media owners. Digital copies continued to grow, with an increase of 7% year-on-year, and digital subscriptions climbed by 20% year-on-year. 67% of titles reported digital copies.
Subscriptions were strong generally, representing 36% of total circulation.
Simon Redlich, chief executive at ABC, said: “Trust is fundamental to effective trading, which is why independently audited data plays such an important role in buying and planning decisions.
“Our publisher members choose to be ABC members, and this decision shows their commitment to transparency and data quality – something agencies continue to value.”
Alex Groom, print and audio manager at PHD Media, shared a buyer’s opinion: “ABC is essential. Having a hub to see all circulation figures across the market allows us to do our job.”
The titles with the biggest print circulations in 2024 included Tesco Magazine, with 1,500,500 copies representing no percentage change in circulation compared to last year; and TV Choice, which saw its circulation fall by 3% year-on-year to 894,375, although it remained the UK’s biggest paid-for print title.
Waitrose & Partners Food (down 3% to 643,704), The RSPB Magazine (down 3% to 560,824), and What's on TV (down 4% to 528,845) were the other biggest titles.
Only 13 titles saw year-on-year increases in their print circulation, the biggest being lifestyle magazine The Red Bulletin, which grew by 107% to an average ABC total per issue of 279,129.
All of the other increases were lower than 10%, with star performers including Ocadolife Magazine up 8% to 200,746, Homes & Gardens up 8% to 51,432, 'Cene up 8% to 4,913, and Slimming World Magazine up 6% to 263,604. Private Eye’s circulation was flat at 232,638.
Radio Times, viewed as the UK's most valuable magazine brand and 100% paid for, reported a combined circulation of 341,242 down 10.4%. However, newsstand sales of its Christmas double issue were up just over 3% at 892,000 copies, generating more than £5.3m in retail sales value. The title has 206,030 print subscribers.
Notable print circulation falls were recorded by Wanderlust, down 34% year-on-year to 23,104, National Geographic Magazine, down 27% to 45,671, OK! Magazine, down 26% to 31,424, GQ, down 26% to 55,336, and New!, down 24% to 30,521.
Two of these had their print falls cushioned by significant digital growth. Digital circulation of Wanderlust grew by 26% to 130,400, while GQ’s digital circulation leapt by 56% to 16,722.
Taking combined print and digital circulation into consideration, success stories included BBC Science Focus, up 162% year-on-year to 347,189, BBC History Magazine, up 51% to 114,967, and Grazia, up 46% to 137,376.
