Media commentators have responded to the latest circulation drops in ABC figures (April to June 2009) by delving into education levels in the country, the move of the youth to online and the depressed state of the economy.
What has not been mentioned is that the Mail & Guardian continues to buck the trend year after year. Not only has the publication seen a steady increase in circulation sales, it has also grown its online audience to match its total AMPS readership of 500 000 with only an 8% duplication (in readership).
ABC (Audit Bureau of Circulation) sales figures released recently show that subscriptions grew a massive 23% year on year, while overall circulation climbed to 51 166, an increase of 2,2% from June last year, when ABC recorded a 50 078 sale. Sales were measured at 43 050 in 2006 and 47 496 in June 2007.
Similarly, the M&G Online has grown 28% during the period (April to June 2009) and now reports 558 682 unique users.
M&G managing director of publishing Anastacia Martin says that with the M&G offering a 24/7 news and analysis resource, audiences are realising the value of using M&G Online for instant news and thought leadership, and the weekly print edition for in-depth investigative and political news and analysis they can trust.
”We are offering quality content across platforms that appeal to both the young and traditional reader. The growth of subscriptions has been especially noted in the corporate market and we believe that it is our strong credible content and brand that is enabling us to thrive in a poor economy.
”We will continue to innovate and provide our readers with quality content on platforms of their choice.”