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Roy Morgan Magazine Readership and Cross-Platform Audiences for March 2015

Average issue Print Readership and Cross-Platform Audiences for Magazines in the 12 months to March 2015

Roy Morgan Research today releases the latest Australian Magazine Readership results for the year to March 2015.

12,340,000 Australians 14+ read the latest issue of at least one magazine on average, down slightly from 12,806,000 in March 2014. Magazines in the categories of Food & Entertainment and Home & Garden continued to outperform the industry, as did the specialty set of Motorcycle mags. Categories performing near the overall industry norm include Women’s Fashion, Sports, Fishing and Motoring.

And when it comes to the rise of digital, three quarters of titles increased their audience for web or app. In fact, some magazines’ digital audiences—including Cosmopolitan, Time, Reader’s Digest and Gourmet Traveller—are now almost as big as their print readership and could soon join Vogue by reaching more people online than off.

Top 20 Most-Read Print Magazines

12 months to March 2015

Title

Average issue readership (000s)

Coles Magazine

2,542

Fresh

2,473

Better Homes and Gardens

1,826

Women's Weekly

1,739

Woman's Day

1,557

New Idea

1,232

National Geographic

972

Open Road (NSW)

941

That's Life

761

House & Garden

625

Take 5

597

Royal Auto (Vic)

574

Super Food Ideas

570

Road Ahead (Qld)

564

Reader's Digest Australia

521

Australian Geographic

486

TV Week

485

Qantas The Australian Way

428

Taste.com.au Magazine

428

Home Beautiful

420

 Source: Roy Morgan Single Source, April 2014 – March 2015

Mags get a (green) thumbs up

Eight out of 12 titles measured in the Home and Garden category posted increases in the 12 months to March 2015—including the country’s most-read paid-for magazine Better Homes & Gardens (up 2.4% to 1,826,000).  The biggest growth  in the category was for Belle, up 15.9% to 124,000. Home Beautiful grew 1.0% to 420,000, joining the Top 20 most-read magazines—the third title from the Home and Gardening category on the list.

And we may be becoming a nation of green thumbs, with both Gardening titles scoring double-digit growth: readership for Gardening Australia grew 14.0% to 414,000 and Your Garden grew 10.4% to 138,000.  

A passion for fashion

Marie Claire remains the most-read fashion title with an average 375,000 readers per issue, with Frankie (326,000) and Vogue (320,000) still battling it out for silver. InStyle was the top-performing Women’s Fashion magazine, growing 5.4% to 177,000 readers per average issue.  

In the Women’s Youth category, Australians went steady with Girlfriend (almost unchanged with 201,000 readers), and this result put it on par with rival Dolly (200,000) for the first time in four years. 

Fit and fab

Two Women’s Fitness titles scored huge growth, proving that readership isn’t a zero-sum game. Women’s Fitness was the best-performing magazine year-on-year, increasing its readership by a healthy 27.4% to 149,000—vindication for Citrus Media which resurrected the title after its closure by Bauer. Women’s Health and Fitness was also up strongly, growing 19.1% to 181,000 readers.

A Taste Sensation

The power of print is proven with Taste.com.au magazine continuing to grow from survey to survey, now up to an average readership of 428,000 per issue (14.4% higher than in March 2014). The magazine is now among the nation’s Top 20 most-read (at number 19): having overtaken Delicious (360,000) and Recipes+ (393,000), it now has sights set on 13th most-read magazine, Super Food Ideas (570,000).  

Silly season support for supermarkets

The 12-month results for the free supermarket titles get a boost from their bumper Christmas editions, available over the season and into the new year. At the close of 2013, Coles Magazine scored a spectacular Christmas result which helped it maintain a lead over Woolworth’s Fresh across 2014. But Fresh’s Christmas 2014 edition has just pipped Coles’, and fewer than 70,000 readers now separate the two most-read magazines in the country.

Weekly warriors

Although its lead has shrunk from over half a million readers in March 2014, Woman’s Day is still ahead of New Idea, with 1,557,000 readers a week to 1,232,000.  It’s a similar story between two other weekly competitors, That’s Life (down 9.1% to 761,000) and Take 5 (down 4.0% to 597,000).

Australian Magazine Readership, 12 months to Months 2015

Magazines Readership Readership
% of Population 14+ ('000s)
Mar 2014 Mar 2015 Gain/Loss Mar 2014 Mar 2015 % Change
2 Wheels 0.3 0.4 0.1 66 79 19.7
4X4 Australia 0.8 0.6 -0.2 148 115 -22.3
AFL Record (Apr-Sep) 1.1 1.1 0.0 212 205 -3.3
APC 0.8 0.5 -0.3 157 105 -33.1
Australian 4WD Action 1.4 1.6 0.2 269 311 15.6
Australian Auto Action 0.4 0.5 0.1 81 92 13.6
Australian Geographic 2.2 2.5 0.3 424 486 14.6
Australian Golf Digest 0.4 0.4 0.0 69 69 0.0
Australian Gourmet Traveller 1.4 1.3 -0.1 272 254 -6.6
Australian Motorcycle News 0.6 0.6 0.0 113 107 -5.3
Australian Property Investor 0.6 0.5 -0.1 113 106 -6.2
Australian Traveller 0.4 0.3 -0.1 77 59 -23.4
Belle 0.6 0.6 0.0 107 124 15.9
Better Homes and Gardens 9.2 9.4 0.2 1,783 1,826 2.4
Big Issue 1.1 1.1 0.0 218 204 -6.4
Big League (Apr-Sep) 0.4 0.3 -0.1 68 49 -27.9
Bride To Be 0.3 0.3 0.0 57 57 0.0
Cleo 1.0 0.8 -0.2 199 151 -24.1
Coles Magazine 19.5 13.1 -6.4 3,764 2,542 -32.5
Cosmopolitan 2.0 1.6 -0.4 378 300 -20.6
Cosmopolitan Bride - 0.3 - - 49 -
Cosmos 0.5 0.5 0.0 92 87 -5.4
Country Style 1.5 1.4 -0.1 281 276 -1.8
Delicious 2.2 1.9 -0.3 422 360 -14.7
Diabetic Living 1.4 1.4 0.0 279 274 -1.8
Dolly 1.3 1.0 -0.3 252 200 -20.6
Donna Hay 1.8 1.8 0.0 341 342 0.3
Elle - 0.7 - - 142 -
Empire 1.2 1.0 -0.2 236 199 -15.7
English Woman's Weekly 0.7 0.7 0.0 139 144 3.6
Famous 1.5 1.0 -0.5 287 201 -30.0
Fast Fours & Rotaries 0.4 0.2 -0.2 70 46 -34.3
Feast 1.0 1.1 0.1 196 205 4.6
Fishing World 0.9 0.9 0.0 183 171 -6.6
Fitness First 0.6 0.5 -0.1 120 92 -23.3
Foxtel Magazine 2.5 2.1 -0.4 487 415 -14.8
Frankie 1.8 1.7 -0.1 355 326 -8.2
Fresh 10.9 12.8 1.9 2,104 2,473 17.5
Fresh Water Fishing Aust. 0.5 0.5 0.0 92 95 3.3
Game Informer 1.0 0.9 -0.1 193 179 -7.3
Gardening Australia 1.9 2.1 0.2 363 414 14.0
Girlfriend 1.0 1.0 0.0 200 201 0.5
Golf Australia 0.5 0.3 -0.2 88 63 -28.4
Golf Magazine 0.2 0.3 0.1 46 57 23.9
Good Health 1.6 1.4 -0.2 307 279 -9.1
Gourmet Traveller Wine 0.7 0.5 -0.2 126 89 -29.4
GQ 0.7 0.4 -0.3 131 74 -43.5
Handyman 1.0 1.0 0.0 186 190 2.2
Harper's Bazaar 1.0 0.7 -0.3 192 143 -25.5
Healthy Food Guide 0.9 0.8 -0.1 175 164 -6.3
Home Beautiful 2.2 2.2 0.0 416 420 1.0
Home Design 0.4 0.4 0.0 84 81 -3.6
Horizons (WA) 0.6 0.6 0.0 113 123 8.8
Hot 4s & Performance Cars 0.3 0.2 -0.1 60 44 -26.7
House & Garden 3.2 3.2 0.0 624 625 0.2
Hyper 0.3 0.2 -0.1 55 45 -18.2
Inside Football (Apr-Sep) 0.3 0.3 0.0 61 59 -3.3
Inside Out 0.8 0.7 -0.1 155 130 -16.1
Inside Sport 0.6 0.6 0.0 108 116 7.4
InStyle 0.9 0.9 0.0 168 177 5.4
Jetstar 1.2 1.0 -0.2 232 194 -16.4
Journeys (Tas) 0.4 0.4 0.0 82 78 -4.9
Just Cars 1.1 1.3 0.2 219 249 13.7
Limelight 0.2 0.2 0.0 30 29 -3.3
Live To Ride 0.3 0.4 0.1 57 69 21.1
Marie Claire 2.1 1.9 -0.2 411 375 -8.8
Men's Fitness 1.2 0.8 -0.4 240 163 -32.1
Men's Health 2.4 2.0 -0.4 463 392 -15.3
Men's Style 0.3 0.2 -0.1 49 44 -10.2
Modern Fishing 0.8 0.9 0.1 161 176 9.3
Modern Wedding 0.3 0.2 -0.1 50 45 -10.0
Money Magazine 1.0 0.7 -0.3 184 143 -22.3
The Monthly 0.8 0.8 0.0 146 149 2.1
Mother & Baby 0.5 0.4 -0.1 100 85 -15.0
Motor 0.7 0.6 -0.1 141 118 -16.3
National Geographic 5.3 5.0 -0.3 1,027 972 -5.4
Nature & Health 0.3 0.3 0.0 56 59 5.4
New Idea 6.7 6.4 -0.3 1,300 1,232 -5.2
New Scientist 1.6 1.7 0.1 301 334 11.0
NW 1.1 1.0 -0.1 203 202 -0.5
OK (weekly) 1.7 1.3 -0.4 320 250 -21.9
Open Road (NSW) 5.3 4.9 -0.4 1,023 941 -8.0
Overlander 4WD 0.4 0.5 0.1 78 89 14.1
PC & Tech Authority 0.6 0.7 0.1 117 126 7.7
PC PowerPlay 0.5 0.5 0.0 93 88 -5.4
People 0.5 0.4 -0.1 102 85 -16.7
Picture 0.4 0.3 -0.1 72 49 -31.9
PlayStation 0.9 0.8 -0.1 175 158 -9.7
Practical Parenting 0.5 0.4 -0.1 96 76 -20.8
Prevention (bi-monthly from Nov14) 0.8 0.6 -0.2 145 112 -22.8
Qantas The Australian Way 2.7 2.2 -0.5 513 428 -16.6
Reader's Digest Australia 3.0 2.7 -0.3 584 521 -10.8
Real Living 0.8 0.7 -0.1 151 126 -16.6
Recipes+ 2.3 2.0 -0.3 450 393 -12.7
RM Williams Outback 1.2 1.2 0.0 226 234 3.5
Road Ahead (Qld) 3.3 2.9 -0.4 643 564 -12.3
Rolling Stone 1.3 1.3 0.0 244 248 1.6
Royal Auto (Vic) 2.9 3.0 0.1 552 574 4.0
Rugby League Week (Apr-Sep) 0.9 1.0 0.1 165 188 13.9
SA Motor (SA) 1.5 1.4 -0.1 290 276 -4.8
Selector 0.5 0.4 -0.1 102 68 -33.3
Shop Til You Drop (quarterly from Nov14) 0.6 0.5 -0.1 119 92 -22.7
Smart Investor 0.6 0.4 -0.2 110 78 -29.1
Soap World 0.3 0.3 0.0 63 60 -4.8
Street Machine 1.3 1.2 -0.1 256 240 -6.3
Super Food Ideas 3.3 2.9 -0.4 632 570 -9.8
Take 5 3.2 3.1 -0.1 622 597 -4.0
Taste.com.au Magazine 1.9 2.2 0.3 374 428 14.4
TechLife 0.4 0.3 -0.1 81 54 -33.3
That's Life 4.3 3.9 -0.4 837 761 -9.1
Time 1.7 1.5 -0.2 319 294 -7.8
Top Gear 2.1 1.8 -0.3 405 339 -16.3
TV Soap 1.3 1.0 -0.3 244 184 -24.6
TV Week 3.0 2.5 -0.5 577 485 -15.9
TV Week Soap Extra (from Sep14) - 0.6 - - 123 -
Unique Cars 1.1 1.0 -0.1 217 191 -12.0
Virgin Australia Voyeur 1.3 1.3 0.0 252 246 -2.4
Vogue Australia 1.8 1.7 -0.1 346 320 -7.5
Vogue Living 0.7 0.7 0.0 133 137 3.0
Weight Watchers Magazine 0.7 0.5 -0.2 130 98 -24.6
WellBeing 0.6 0.5 -0.1 123 103 -16.3
Western Australian Business News (WA) 0.2 0.2 0.0 30 35 16.7
Wheels 1.2 1.3 0.1 234 251 7.3
Who 2.3 2.2 -0.1 447 416 -6.9
Wine Companion - 0.3 - - 62 -
Woman's Day 9.4 8.0 -1.4 1,812 1,557 -14.1
Women's Fitness 0.6 0.8 0.2 117 149 27.4
Women's Health 2.0 1.7 -0.3 388 327 -15.7
Women's Health & Fitness 0.8 0.9 0.1 152 181 19.1
Women's Weekly 10.1 9.0 -1.1 1,942 1,739 -10.5
Xbox 1.0 0.8 -0.2 188 160 -14.9
Your Garden 0.6 0.7 0.1 125 138 10.4
Yours - 0.6 - - 119 -
Zoo Weekly 1.2 0.8 -0.4 225 153 -32.0

Cross-platform audiences

Cross-Platform Audience is the number of Australians who have read or accessed individual magazine content via print, web or app. Audience growth was widespread across digital, with 16 of 21 magazines now reaching more people via web or app compared with 12 months ago.  For Cosmopolitan, Gourmet Traveller, Marie Claire and Time, the increase in digital more than offset declines in print to deliver higher overall cross-platform reach.

Better Homes & Gardens was the only title to grow across both print (up 2.4%) and digital (up 8.6%), scoring a 2.8% increase overall to surpass the 2 million mark in total audience. Women’s Weekly, however, was one of only three publications (along with Girlfriend and Cleo) to lose both print and digital audiences—but it’s still has the edge on BH&G with a total audience of just under 2.1 million during an average issue period.

Cross-Platform Audiences for Magazines

Untitled Document
  Print Digital(web or app) Total Cross-Platform Audience(print, web or app)
Publication Mar 2014 (000s) Mar 2015 (000s) Mar 2014 (000s) Mar 2015 (000s) Mar 2014 (000s) Mar 2015 (000s) % change in Total Cross-Platform Audience
Better Homes & Gardens 1783 1826 269 292 1971 2026 2.8%
Cleo 199 151 137 94 319 245 -23.2%
Cosmopolitan 378 300 144 246 506 526 4.0%
Dolly 252 200 82 120 320 299 -6.6%
Famous* 287 201 57 70 339 266 -21.5%
Girlfriend 200 201 62 46 245 237 -3.3%
Gourmet Traveller 272 254 128 173 378 418 10.6%
Harper's Bazaar 192 143 61 97 250 235 -6.0%
Marie Claire 411 375 106 167 505 536 6.1%
Men's Health 463 392 183 192 607 561 -7.6%
New Idea* 1300 1232 69 125 1363 1332 -2.3%
Open Road 1023 941 66 71 1055 982 -6.9%
Prevention 145 112 33 48 175 156 -10.9%
Reader's Digest 584 521 346 398 896 888 -0.9%
Time Magazine* 319 294 140 239 445 530 19.1%
The Monthly 146 149 132 124 263 252 -4.2%
Vogue 346 320 387 410 719 698 -2.9%
Who * 447 416 109 109 553 508 -8.1%
Woman's Day* 1812 1557 180 215 1958 1720 -12.2%
Women's Health 388 327 88 93 464 411 -11.4%
Women's Weekly 1942 1739 560 417 2414 2092 -13.3%

Print is average issue readership; digital is website visitation and app usage in an average 4 weeks for monthly magazines and  average 7 days for weekly magazines (denoted by *). The digital audience for Time Magazine includes Australians redirected to Time.com content.  

Click here to see all the results for 
for the 12 months to March 2015

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“The latest Roy Morgan readership results highlight magazines kicking goals in a tough environment. It’s impressive to see a recently launched print title such as Taste.com.au figure in the Top 20 magazines read in the country—especially given its digital roots. It will also be interesting to see the effect of new Princess Charlotte Elizabeth Diana Windsor on the readership results of Mass Women’s magazines over the coming quarter.

“Major magazine publishers are investing heavily in their digital assets and content and we can see that starting to shine through in our cross-platform audience numbers.

“Roy Morgan will be soon releasing new digital measurement products to market, which will give publishers enhanced measurement and profiling of their audiences.  

“Roy Morgan Single Source is the preferred multi-media audience measurement currency used by the majority of Australian media strategy, planning and buying agencies and telecommunications, financial services and automotive brands.”

For comments or more information about Roy Morgan Research Readership, please contact:

Vaishali Nagaratnam
Telephone: +61 (3) 9224 5309
Vaishali.Nagaratnam@roymorgan.com



About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2