Circulation figures drop

Johannesburg - Mainstream daily newspaper circulations fell a combined 2.4% in the second quarter of the year, as economic conditions had a negative impact across the entire publishing spectrum. However, while every category of paid-for publication experienced a decline, the clear evidence is that this was generally quite small.

Compared with the corresponding previous period, weekend newspapers experienced the biggest loss (3.3%), but the declines in consumer magazines, business-to-business titles, weekly newspapers and community press were infinitesimal.

The circulation figures were released by the Audit Bureau of Circulations on Thursday. In an analysis of the results, Starcom MD Gordon Patterson said he was surprised that there was no jump in circulation as a result of the increase in sporting activity, particularly the IPL cricket and the Confederations Cup.

"It's of concern that an anticipated benefit from the recent feast of sport did not materialise into circulation," he said.

He also noted that Afrikaans newspapers and magazines were holding up well, with what he described as a "resurgence" in magazines.

The only categories to show growth in circulation were giveaways: custom magazines were up 2.3% and free newspapers up 9.8%. A new category, the hybrid newspaper, also showed growth, but there is only one member of the category - The Times (a daily offshoot of the Sunday Times).

Patterson was also encouraged by a surge of new titles being launched. "These activities indicate renewed confidence in print and while no doubt there will still be some setbacks, perception inevitably becomes reality," he said.

- Fin24.com