The magazine circulation figures were out yesterday. Fairly gloomy for lots of publishers, but one new addition this time is the audited figures for tablet editions.
Journalism.co.uk has a round-up of figures for the second half of 2011 here.
It’s the first time we’ve seen audited figures, and it’s still early days. Since Apple launched Newsstand (and with it proper subscriptions and entitlements for print subscribers) in mid-October, halfway through the audit period, we’ll have to wait until July for a clearer picture. But there are a few things to note.
Firstly, it’s evident that – with Cosmo as a notable exception – the leading titles are all skewed towards a male and/or techie readership. This is probably unsurprising, but as tablets continue to spread it’ll be interesting to see if this stays the same.
Secondly, there’s a mix of titles producing some manner of bespoke edition for the iPad (several using either the Adobe or Woodwing platforms), and titles that are just porting their print pdfs. Again, this is worth keeping an eye on – it’s far more expensive to go down the former route (even though making no attempt to optimise for the device seems insane in even the medium term), and publishers will all be doing the sums.
And then there’s the question mark over whether publishers should be producing replicas of their monthly editions in any form (which is done to be audited), instead of re-imagining their brands entirely for tablets.
Here’s the top ten as it stands…
Men’s Health: 7,779
Men’s Fitness: 3,987
Total Film: 2,910
Image above by pamhule