Home' Australian Magazine Awards : 2010 Contents special
4 AdNews 5 November 2010
Achieving performance in the past year is as difficult a job as you could
ever get. Achieving results ahead of your competition is even more
difficult. The toughest year ever. All the more reason to sing the praises
of those magazines which successfully achieved both of these things.
These awards are u nlike others beforehand. They are largely based
on statistics and performance. The criteria: Audit Bureau of Circula-
tions results, Roy Morgan Research readership movement and Nielsen
Adex Advertising revenue estimates. But they are judged, at least
initially, just among their peer g roup. So to shine is easy – just produce great and
increasing circulation, readership numbers following, and a sales force that can turn
these, or the promise of these, into advertising pages.
In the climate of the last two financial years, holding page volume was an
outstanding result. The judges recognised this.
Some magazines are not measured by all three streams of data. When this was the
case, judgement was used, but frankly, it became harder for a title to win. In the case of
newspaper inserted magazines (NIMs), for example, host publication readership is
sometimes the measurement, so movements in this are also examined.
Once the statistical exercise was completed we obviously looked at the craft aspects
and presentation of the titles, always against their peer g roup.
Pri nt circulations have been under g reat pressu re and stress globally in the past two
years. Magazines have fared a little better than newspapers overseas, though these are
i nstances of strong double-digit declines.
Australia has fared much better, but nevertheless, consu mers have been pulling
back on discretionar y expenditure, and magazines have been under the pump. With
the depth of the drop in advertising demand across the traditional five main media
channels during 2009, it was also a time where publishers generally cut back on
ma rketing and promotion.
The most recent audits, ABC June 2010, showed gross covers sold during this period
were dow n by 5.9%. However, when adjusted for Time Australia’s withdra wal from the
audit, weeklies, dow n just 4.0%, were the pressure point, as they have been during the
downturn. In our analysis of the June 2010 ABC audits, we believe we have passed the
bottom of the market, the June 2010 half being worse than December 2009 half. We
expect magazi nes to trend back from this point onwards.
On the advertising side of the magazine industr y, matters are a lot brighter, w ith the
recovery of lost dollars in 2009 gathering pace, though still not back to 2008 levels.
In the 24 September issue of AdNews, Peter Cornelius, managing director, media,
Pacific, The Nielsen Company reported overall advertising revenue was up “at least
11%” in the June half. Magazines were not broken out, but other reports and our own
analysis show magazines were the last to trend into the dow nt ur n and therefore,
logically, last to trend out. This is seemingly the pattern. Thus, there are even better
times around the corner. Our Fusion Strategy revised forecast for the year, predicts
magazine ad re venue to be up by 8.3% for calendar year 2010 – this is ahead of present
The competition this year was even stronger than last year, w ith a remarkable
number of magazines holding page volume or thereabouts – a significant feat in tough
and trying market conditions.
A couple of new categories were also added this year; Custom Publishing and Niche
Magazine of the Year (under 20,000 ABC). <
Steve Allen, Fusion Strategy
Simon Davies, OMD
Nick Keenan, MediaCom
Lauren Cassar, UM
Jeynelle McLachlan, Insite
Peter Cornelius, TheNielsen Company
Carolynne Moore, Mindshare
Heather Craven, ABC
THE CHAIRMAN OF JUDGES
AWA RDS 1010
Magazine of the Year
Food & Entertainment
Health & Family
Home & Garden
Youth & Kids
Computing & Games
Launch of the Year
U-Turn of the Year
Business & Current Affairs 25
Niche Magazine of the Year 28
Newspaper Inserted Magazines 29
Hall of Fame
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