Supermarket sales power customer magazine growth

Asda: the fourth biggest circulation magazine in the country
Asda: the fourth biggest circulation magazine in the country

Major supermarkets have powered the rise in circulation of customer magazines, despite the shackles being placed on marketing budgets in the current straitened economic times.

The performance of customer magazines, which make up the top five magazines by circulations, has prompted APA boss Julia Hutchison to claim that readers are "increasingly turning to brands that they trust".

But customer magazines, like the wider advertising industry, have been hit by the government's freeze on "non-critical" advertising, which was implemented in May 2010.

A number of publishers have been forced to close public-sector titles because of the government spending cuts.

That aside, the latest figures show the growth in circulation has been aided by Asda magazine's dramatic six-month rise.

The title, published by Publicis Blueprint, has leapfrogged Tesco Magazine, published by Cedar, to become the fourth biggest circulation magazine in the country.

Its circulation increased by 22.3% on the period to 2,381,137 in the six months to December 2010.

Tesco Magazine nudged down 0.7% on the period to 1,983,837.

Tesco's sister title, Tesco Real Food, which launched in March 2010 and also published by Cedar, is being caught by Morrisons Magazine, which was up 8.5% on the period to 1,117,112.

The top three magazines by circulation in the country remain the trio of Sky titles – Sky Magazine, Sky Sports Magazine and Sky Movies Magazine.

Eleven customer titles appear in the top 20 by circulations, ahead of marketing leading titles such as men's lifestyle title ShortList and women's monthly Glamour.

Julie Hutchison, chief operating office of the APA, said: "Despite the constraints placed on marketing budgets over the past six months – a concern for many channels – of the 23 branded titles that appear in the top 100 magazines by circulations and distribution, 65% have experienced growth.

"In a period where it would have been easy to reduce circulation, consumer demand for engaging and relevant content has demonstrated the value of the medium and underlined its dominance of the ABCs."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message