MAGAZINE ABCs: Men's titles lead digital editions charge

Household magazine brands Elle and Company are among 56 magazine brands which have reported paid-for digital edition numbers via ABC for the first time, but it is men's titles Men's Health, T3 and GQ that have registered the highest circulations.

GQ: 5,731 average monthly digital edition circulation
GQ: 5,731 average monthly digital edition circulation

In total, 72 magazine brands have reported average circulation figures for their digital editions, more than quadrupling from the last reporting period, when just 16 reported.

Barry McIlheney, chief executive of the PPA, said: "In keeping with the rest of the industry, reporting standards are constantly changing. The ability to report digital edition figures alongside print circulation has been a step forward for publishers."

ABC rules mean that digital edition of a magazine - downloaded to tablets or smartphones through Apple’s app store and the Zinio platform - must have less than 5% editorial difference to the printed edition of the magazine.

Natmag Rodale’s Men’s Health title is the leading digital title, according to the ABC rules, registering 7,779 paid-for downloads in the six month period to the end of December, compared to 1,746 in the previous six-month period.

The Men’s Health print title reported an average print circulation of 218,368 in the period, indicating that it is still early days for digital offshoots of magazines.

Future’s T3 gadget title came in second, reporting 7,327 downloads in the period.

However, this figure only includes Zinio downloads as Future's interactive iPad edition is not included.

Future claims that an independent audit records 14,223 dowloads of the interactive iPad edition in the same period.

Its interactive edition - audited by independent auditors Bright Graeme Murray - is not similar enough to the magazine to be registered with ABC.

Big name magazine titles reporting digital figures for the first time include Hearst-owned Company (1,642 downloads), sister title Good Housekeeping (1,413) Conde Nast’s Vanity Fair (2,504) and Future’s Total Film (2,910).

Downloading and subscribing to digital editions of magazines has become easier for customers following the launch of Apple’s Newsstand - which groups digital magazines and newspapers in one place - in October last year.

Zoe Bale, press planning direct at Carat, said against the background of the decline in the men’s print titles it was good news that men were coming back into the market through digital editions.

"These are small [circulation] numbers," she said, "but they will increase, particularly after the launch of Apple Newsstand in October and strong Christmas tablet sales."

Title Publisher Total Average Net Circulation (Digital Edition)
Men's Health  Natmag Rodale 7,779
T3  Future Publishing Ltd 7,327
GQ  Conde Nast Publications Ltd 5,731
Cosmopolitan  Hearst Magazines UK 5,675
Men's Fitness  Dennis Publishing Limited 3,987
Esquire  Hearst Magazines UK 3,745
MacUser  Dennis Publishing Limited 3,648
Stuff  Haymarket Consumer Media 3,630
Wired  Conde Nast Publications Ltd 3,190
Total Film  Future Publishing Ltd 2,910
Harpers Bazaar  Hearst Magazines UK 2,880
Digital Camera Magazine  Future Publishing Ltd 2,549
Vanity Fair  Conde Nast Publications Ltd 2,504
Elle (U.K.)  Hearst Magazines UK 2,443
New Scientist - US/Canadian Sales  Reed Business Information Limited 2,352
Edge  Future Publishing Ltd 2,183
HELLO!  Hello! Ltd 1,932
Digital Photographer  Imagine Publishing 1,829
Company  Hearst Magazines UK 1,642
MacFormat  Future Publishing Ltd 1,499
Good Housekeeping  Hearst Magazines UK 1,413
Elle Decoration  Hearst Magazines UK 1,053
.NET - The Internet Magazine  Future Publishing Ltd 1,035
Country Living  Hearst Magazines UK 1,025
Runner's World  Natmag Rodale 983
What Hi-Fi Sound & Vision  Haymarket Consumer Media 965
Conde Nast Traveller  Conde Nast Publications Ltd 930
Glamour  Conde Nast Publications Ltd 928
Cycling Plus  Future Publishing Ltd 923
Autosport  Haymarket Consumer Media 872
Vogue  Conde Nast Publications Ltd 818
Photo Plus  Future Publishing Ltd 742
Computer Arts  Future Publishing Ltd 725
Yachting World  IPC Media Ltd 721
Four Four Two  Haymarket Consumer Media 717
SFX  Future Publishing Ltd 689
Autocar  Haymarket Consumer Media 681
Tatler  Conde Nast Publications Ltd 680
House & Garden  Conde Nast Publications Ltd 659
F1 Racing (UK Edition)  Haymarket Consumer Media 652
Practical Boat Owner  IPC Media Ltd 641
Mountain Biking UK  Future Publishing Ltd 620
World Of Interiors  Conde Nast Publications Ltd 609
Golf Monthly  IPC Media Ltd 579
Imagine FX  Future Publishing Ltd 570
What Mountain Bike  Future Publishing Ltd 568
Yachting Monthly  IPC Media Ltd 554
Gramophone  Haymarket Consumer Media 525
Fast Bikes  Future Publishing Ltd 496
Motor Boat & Yachting  IPC Media Ltd 492
Triathlon Plus  Future Publishing Ltd 479
3D World  Future Publishing Ltd 440
PSM 3  Future Publishing Ltd 407
World Soccer  IPC Media Ltd 392
PC Gamer  Future Publishing Ltd 379
Auto Express  Dennis Publishing Limited 352
Linux Format  Future Publishing Ltd 288
XBox World 360  Future Publishing Ltd 244
Motorboats Monthly  IPC Media Ltd 211
Windows - The Official Magazine  Future Publishing Ltd 164
Rugby World  IPC Media Ltd 146
What Digital Camera  IPC Media Ltd 138
Times Higher Education  TSL Education Ltd 134
Easy Living  Conde Nast Publications Ltd 119
Amateur Photographer  IPC Media Ltd 85
The Field  IPC Media Ltd 73
Country Life  IPC Media Ltd 71
Classic & Sports Car  Haymarket Consumer Media 68
Conde Nast Brides  Conde Nast Publications Ltd 44
Practical Motorhome  Haymarket Consumer Media 35
Practical Caravan  Haymarket Consumer Media 15
Motorsport News  Haymarket Consumer Media 5

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