Supermarkets put pressure on food and homemaker magazine market

Coles and Woolworths free in-store magazines have the biggest readership in Australia’s food magazines, putting more pressure on other food, homemaker and women’s titles in the traditional paid magazine industry.

According to the latest Enhanced Media Metrics Australia (EMMA) survey for the 12 months to August 2014, which includes August 2014 print figures and web figures, Coles Magazine and Woolworths Fresh free publications have an average issue readership of 2.9 million.

The EMMA readership results also demonstrate the strong demand for food content and closely follow Roy Morgan Research that shows Coles magazine leads the field with 2.907 million readers per average issue, while Woolworths Fresh had 2.2 million readers, up 30% year-on-year.

EMMA research revealed that other publications (combined print/web readership was led by Woman’s Day (3.838 million), followed by New Idea (3.559m), Australian Women’s Weekly (2.710m), Better Homes & Gardens (2.675m), News Ltd’s (2.602m), Marie Claire (655m) and Australian Gourmet Traveller (624m).

When you add tablet/mobile readership, Woman’s Day still has the most readership, followed by New Idea,, Better Homes & Gardens, and Women’s Weekly.

Roy Morgan Research said for the year to June 2014, Australia’s most-read magazines (top 10) were: Coles Magazine (2.917m); Fresh (2.182m); Better Homes & Gardens (1.819m); Women’s Weekly (1.8m); Woman’s Day (1.729m); New Idea (1.256m); National Geographic (1.062m); Open Road NSW (975,000); That’s Life (807,000); and House & Garden (631,000). Super Food Ideas was in 13th spot (599,000).

Roy Morgan has another measure to evaluate magazines called the Audience Dollar Value (ADV).

“Proving the importance of reach, magazines with high readership numbers will often maintain a high ADV and be able to demonstrate to advertisers their enormous value in terms of the total expenditure of their readership,” said Michele Levine, CEO Roy Morgan Research.

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