Freebie Shortlist – which was killed off late last year – ended up leading the market in the men’s lifestyle category as the year closed, reaching a circulation of nearly 503,300 readers.
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Although the TV listings market remains in decline year-on-year (YoY), the market saw some titles record positive growth during the second half of 2018, no doubt helped by the Christmas period.
Under new reporting methodology The Economist’s combined average global circulation is 1,657,800, while Private Eye hits 234,000 in the UK.
The worst hit title in the women’s lifestyle market was Hearst’s Cosmopolitan, recording a fall in circulation of -20.5% period-on-period and a -31.6% decrease year-on-year.
The second half of 2018 again saw widespread declines across the women’s weeklies market, however six titles managed to record period-on-period (PoP) growth.
Once again RHS Media’s The Garden leads the home interest magazine market, with a total circulation of just over 439,000.
Oliver Hansard, 4C Insights’ VP Sales, explains why marketers have to take an audience-first approach to their advertising – and why the logical adaption is for media agencies to mould their teams around that strategy.
The Sunday market performed well in January and was up 0.6% overall. Six titles recorded sales growth from December, led by the Mail on Sunday with +2.2% – an additional 22,200 copies to reach more than a million sales.
By offloading lower-end tasks back to the client it frees the agency to work on the much more important, bigger picture stuff.