Australian Magazine Audit Report January to June Prepared By: NDD marketing // Sep 2009 NDD Distribution Pty Ltd

Transcription

1 Australian Magazine Audit Report January to June 2009 Prepared By: NDD marketing // Sep 2009 NDD Distribution Pty Ltd

2 CIRCULATION AUDIT REPORT JAN - JUN 2009_ Content in the report introduction 3 notes on analysis 5 executive summary 5 quarterly audit highlights 6 publisher performance [Q] 8 cover price [Q] 9 new audited titles [Q] 9 titles dropped out [Q] 9 half-yearly highlights 10 top 10 review [H] 11 publisher performance [H] 12 cover price [H] 13 new audited titles [H] 13 titles dropped out [H] 13 category reviews 14 buying and selling 14 children s 15 computers & gaming 16 crafts & hobbies 17 current affairs business 18 food & wine 19 home & lifestyle 20 men s lifestyle 21 motoring 22 music & entertainment 23 special interest 24 sport & leisure 25 teenager 26 women s interest 27 women s weeklies 28 data listings total audit figures 29 top 100 audited titles 32 cover price changes 34

3 CIRCULATION AUDIT REPORT Jan - jun 2009_ introduction australian circulation audit report january to june 2009 back from the shrink? Many questions to ponder in this Audit as the market balances the impact of the Global Financial Crisis on consumer confidence with the success of some magazines, the natural consequences of category life cycles, fewer launches, and an above average number of non-auditing titles. The big circulation shrink has been averted with total audited numbers steadying in comparison to previous periods. The total magazine market in the six months to June 09 generated Total Copies Sold (TCS) of 102,026,083 [down 0.76 per cent ] and a Retail Sales Value () of $509,470,471 [down 0.50 per cent ] which is a remarkably positive result after the previous period magazine black hole of per cent TCS and per cent (). These numbers include the Quarterly reported (weekly frequency) market which increased by 0.83 per cent TCS to 31,526,981 copies and up 1.91 per cent [to $125,514,440]. The top publishers continue to go from strength to strength, increasing their iron grip on the local magazine industry. Australia s publishing power houses accounted for 85.4 per cent (TCS) of the magazine market [June Half-Year and March and June Quarters]; ACP Magazines 51.3 per cent continuing to dominate, Pacific Magazines registered 27.6 per cent share (TCS), while News Magazines growth of 2 per cent TCS to 6.4 per cent share and 4.36 per cent lift in was (not for) a highly commended outcome in a tough market. Quarterly titles (weekly publications >25,000 copies TCS) have made somewhat of a recovery from the same period in 2008 with year-on-year growth of 0.83 per cent circulation and 1.91 per cent. Pacific Magazines celebrity weekly Famous dropped $1 from its cover price to lead the category turnaround with 20 per cent ANPS year-on-year uplift. Although the majority of titles lost traction on June 08 Quarter; OK!, Time and Quokka improved circulation numbers; up 0.1, 6.2 and 9.9 per cent respectively. 11 of the 16 Quarterly Audited titles experienced year-on-year decline, but most did not suffer the double-digit circulation losses of recent Audits. New fashion weekly Grazia boosted ACP s dominance adding 66,240 ANPS to sales. The Jan-Jun Audited titles overall circulation numbers show early signs of stabilisation, and yet only 2 of the 15 categories reported sales growth; Food and Wine [+184,140 TCS] and Special Interest [+89,937 TCS]. Women s Interest titles lead the industry with 29.1 per cent of total market copies sold; growing by 1.1 per cent. Home and Lifestyle titles accounted for the next biggest share of the market with 14.3 per cent [down 0.6 per cent] and the burgeoning Food and Wine category increased their market share to 13.9 per cent - a perennial favourite on the Audit menu; cooking up 2 per cent more in market value [to $25.30 Million] and increasing sales by 4 per cent to 5.36 Million (TCS) copies year-on-year; the positive impact of new entrant Australian Good Food. Despite these healthy results, News Magazines delicious. was the only title in-category to improve on June 08; increasing copies sold by 1 per cent to 129,626 ANPS for $5.4 JAN JUN 2009 /3

4 CIRCULATION AUDIT REPORT JAN - JUN 2009_ introduction Million. Health focused titles continued their meteoric rise; Healthy Food Guide, HealthSmart, Women s Health, Men s Health, Diabetic Living and Australian Men s Fitness reporting a combined ANPS of 363,214. Diabetic Living posted a circulation increase of 19 per cent [50,809 ANPS] and Healthy Food Guide grew by 15 per cent [36,457 ANPS] both titles in the ten most improved titles of the Audit. Specialist titles proved their worth this Audit, with photography magazine Capture (Yaffa Publishing) up 41 per cent, fashion title Russh magazine (Russh Magazine & Publications) improved by 29 per cent, and Australian Traveller (Australian Traveller Media) is up 19 per cent. Women s Interest titles have made a comeback since June 08 Audit, is up $293,778 and total copy sales have eased by only 1 per cent less [-112,299]. Majority of titles in-category experienced growth, with fashion titles Cosmopolitan, Marie Claire, Shop til You Drop, In Style, Vogue Australia and Russh decidedly back in style, all recording sales growth. New entrants to this Audit ranged from instant hits to niche specialist titles. Australian Men s Fitness got on the healthy band wagon to help the Men s Lifestyle category take the strain despite the dead weight of F.H.M. Magazine s 12 per cent decline in copies sold. ACP Magazines joint-venture with BBC Magazines UK proved to be a success Australian Good Food [73,161 ANPS] and Top Gear [80,059 ANPS] were winners in this Audit. On the other side of the ledger this Audit saw the departure of 17 titles due to late lodgements, resignations and closures. Economic forecasters suggest that the worst of the economic downturn sparked by the GFC has passed, although recovery will be gradual. GDP growth will be mostly flat during the second half of 2009, with signs of growth to return in However, the Federal Government s $10.4 Billion stimulus has been embraced by consumers who are showing support for the local economy through household spending, which is good news for the magazine industry. Readership during the first half of 2009 saw a lot of titles maintain their readers from June 08 [Roy Morgan Readership]. More titles saw their readership base contract rather than increase. In most cases Roy Morgan data reflected Audit sentiment, with circulation winners growing their share of readers: Men s Health and Women s Health gaining 0.2 and 0.6 per cent respectively. Recipes+ [+0.5 per cent], TV Week [+0.2 per cent] and Time [+0.2 per cent] were also winners. Readership varied by less than 1 per cent for most titles; however number 1 title Australian Women s Weekly lost the most readers, down 2.3 per cent on June 08. Major brand titles to follow suit were Woman s Day [-1.6 per cent], New Idea [-1.4 per cent], NW [-1 per cent], Who [- 0.8 per cent] and Burke s Backyard [-0.7 per cent]. Australian Auto Action, Australian Handyman, Donna Hay, Girlfriend, HealthSmart, Live To Ride, The Monthly, PC Authority, Take 5 and That s Life were up 1 per cent in readership. Our perception of Australian audited circulation depends on our view of the world. The glass half empty theorists will emphasise the lack of real growth, the decline of 13 out of 15 interest categories, the lack of substantial launches and the number of titles exiting the Audit this period. The glass half full protagonists will compare Australia s almost neutral overall result with the UK market s drop of 6 per cent (TCS), with constant titles falling 8.7 per cent (TCS) (Wessenden). And if that s not convincing enough, compare Australian TCS with a fall of 12 per cent in U.S. sales of magazines at newsstands and grocery (Bloomberg). It s like asking if we have avoided the world recession. Of course we have. There remain many questions to consider in this complex market as consumers intuitively struggle with the concept of a savings culture - as everyone hopes for the GFC to miraculously disappear. How publishers are juggling their strategies to justify new launches is a conundrum, and in the meantime the retail channel craves for category continuity. [This commentary refers to the six months ending in June 09 - which includes data from the June Half-Year and March and June Quarter periods] JAN JUN 2009 /4

5 CIRCULATION AUDIT REPORT JAN - JUN 2009_ introduction important notes underlying report and analysis This report analyses the recent Australian Audit Bureau of Circulation [ABC] figures. Magazine circulation figures are released four times a year and state the Average Net Paid Sales [ANPS] per issue of all the audited titles in Australia. There are usually around titles in each bi-annual Audit, with 136 consumer magazines being analysed in this report. Th analysis reviews both major Audit types Half-Yearly and Quarterly [weekly frequency titles with ANPS >25,000 copies], categories and top 10 titles. Following an ABC rule change on 1 July 2006, prior ABC Audit figures are not to be compared with new Audit figures on a like-for-like basis. Comments and conclusions about ABC figures are always open to interpretation. 01. This report covers consumer magazines predominantly available for sale at newsstands. It does not include circulation of all audited titles gazetted by the ABC. 02. The Audit dates quoted are the end dates of the Audit period e.g. 30/06/09 is the 6 month period from 01/01/09 to 30/06/ Retail Sales Value includes the Goods and Services Tax which is currently 10 (as introduced 1/7/00). 04. All publication category listings are based on industry standard categories of audited titles. 05. Sales figures are based on Average Net Paid Sales [ANPS] unless otherwise stated. 06. This report refers to Jan-Jun 2009 versus Jan-Jun 2008 Audit Periods. 07. All comparisons unless otherwise stated are year-on-year []. Year-on-Year is the comparison of two corresponding periods in consecutive years. 08. Total Copies Sold [TCS] per Audit = ANPS x Number of issues published during the Audit period. 09. Total Retail Sales Value [] = Total Copies Sold per Audit x Cover Price. This does not take into account discounted copies such as subscriptions. 10. The report tracks Audits back to the ABC rule change in July 2006, therefore any previous analysis is excluded. 11. All calculations are based on the Audit Bureau of Circulation audited figures. 12. Total magazine market refers to ABC Audited titles only. contributing writers: Martyn Alberry; Leslie Cheng; NDD Distribution Pty Ltd Locked Bag 5044, Alexandria NSW 2015 data analysis: Qingping Cheng, Michael Del Favero, ph: marketing@ndd.com.au Leslie Cheng

6 CIRCULATION AUDIT REPORT JAN - JUN 2009_ CATEGORY quarterly title audited quarterly audit highlights Pacific Magazines Famous achieved 20 per cent growth to help push the category into positive territory, defying the GFC by continuing to attract the disposable dollar an important fillip for the industry. 16 titles Audited in the June 09 Quarter, with the arrival of new ACP Magazines fashion weekly Grazia. June 09 Quarter sold 258,928 more copies than June 08 [up 0.83 per cent] and following suit with 1.91 per cent growth or $2,348,098 year-on-year for the 16 Quarterly-audited titles. category fast facts MARKET VALUE: $ million (Up 2 ) TOTAL COPIES : 31,526,981 (Up 1 ) MARKET SHARE [in copies sold]: 45.0 MARKET SHARE [in ]: 32.8 WOMAN S DAY NUMBER OF IN CATEGORY: 16 MINIMUM : $2.50 MAXIMUM : $6.95 RANGE OF []: From To 5.4 NEW ENTRANTS []: GRAZIA DROPPED OUT []: - ACP Magazines dominates the Quarterly Audit with 9 of the 16 titles, accounting for sales of 18,496,954 [down 1 per cent] and over $74.5 Million ; while Pacific Magazines 4 titles saw 4 per cent copies growth year-on-year. COUNT OF TOTAL COPIES TOTAL CHANGE IN COPIES Woman s Day is unwavering as the number 1 Quarterly title, holding on to the top title position since Quarterly Audits began in September However, ANPS has fallen by 5 per cent year-on-year to 407,644 i.e. 22,591 copies per issue less than June 08 Quarter. New Idea remains the number 2 title, but ANPS sank by 7 per cent year-on-year [-25,837 copies] yet has grown to $16,909,412 [up 1.63 per cent]. JUL TO SEP ,277,513 $135,964, OCT TO DEC ,969,555 $126,694, JAN TO MAR ,751,737 $130,395, APR TO JUN ,882,232 $126,178, JUL TO SEP ,996,156 $135,885, OCT TO DEC ,838,011 $125,115, JAN TO MAR ,860,118 $119,651, APR TO JUN ,268,053 $123,166, JUL TO SEP ,003,220 $127,283, OCT TO DEC ,774,181 $125,288, JAN TO MAR ,957,473 $127,109, APR TO JUN ,526,981 $125,514, ,928 $2,348, vs -4,750,532 -$10,450, TITLE FREQ ANPS ANPS () (COPIES) WOMAN S DAY Weekly 407, ,235 $21,197,488 $22,372,220 $4.00 $ ,591 0 NEW IDEA Weekly 325, ,018 $16,909,412 $16,638,253 $4.00 $ ,837 1 THAT S LIFE Weekly 302, ,015 $11,390,565 $10,315,704 $2.90 $ ,878 4 TAKE 5 Weekly 246, ,224 $9,291,504 $9,362,954 $2.90 $ ,765 4 TV WEEK Weekly 223, ,517 $11,338,700 $11,472,668 $3.90 $ ,874 5 NW Weekly 140, ,150 $9,027,211 $9,983,903 $4.95 $ ,867 0 WHO Weekly 135, ,508 $8,250,944 $8,462,839 $4.70 $ ,468 0 OK! Weekly 120, ,056 $7,032,812 $7,023,276 $4.50 $ ZOO WEEKLY Weekly 112, ,136 $6,351,187 $6,416,514 $4.35 $ ,825 2 FAMOUS Weekly 80,593 67,135 $3,384,906 $3,625,290 $3.50 $ , TIME Weekly 76,697 72,242 $5,476,166 $5,587,919 $5.95 $ ,455 0 GRAZIA Weekly 66,240 $3,974,400 $5.00 PICTURE Weekly 64,016 68,671 $3,661,715 $3,794,073 $4.40 $ ,655 4 QUOKKA Weekly 52,371 47,672 $1,702,058 $1,549,340 $2.50 $ ,699 0 PEOPLE Weekly 47,123 48,434 $2,695,436 $2,675,979 $4.40 $ ,311 4 BRW. Weekly 42,390 43,004 $3,829,937 $3,885,411 $6.95 $ () JAN JUN /6

7 CIRCULATION AUDIT REPORT JAN jan - JUN 2009_ CATEGORY QUARTERLY title AUDITED quarterly-audit highlights continued... Out of the Celebrity weeklies, Famous and OK! were the only titles to grow sales; Famous was most improved in-category, selling 20 per cent more copies with 80,593 ANPS, following a 22 per cent (-$1.00) cover price drop to $3.50. OK! sold 163 copies more than June 08 Quarter, reaching an ANPS of 120,129. NW suffered the worst decline of Quarterly titles, falling 10 per cent year-on-year to 140,283 ANPS; Who weakened with a 3 per cent slide in circulation. category fast facts COMPARISON TOTAL COPIES PER PERIOD RETAIL SALES VALUE PER PERIOD Quarterly MARKET VALUE: TOTAL COPIES : APR to JUN 08 APR MARKET to JUN SHARE 09 [in copies sold]: MARKET CHANGE SHARE [in ]: CHANGEge 31,268,053 31,526, ,928 1 $123,166, $125,514, $2,348, NUMBER OF IN CATEGORY: Titles that also improved in the Audit are Time and Quokka, posting 6 and 10 per cent increases year-on-year. Time added 6 per cent ANPS to 76,697 and Quokka posted 10 per cent growth in copies sold to 52,371 ANPS both titles did not change cover price. MINIMUM : MAXIMUM : RANGE OF []: NEW ENTRANTS []: Real-life titles That s Life and Take 5 lost traction in sales, down by 2 and 4 per cent respectively, this may have been influenced by both titles increasing cover price by 4 per cent to $2.90. The launch of new title Grazia adds 66,240 ANPS to the Quarterly Audit, worth over $3.97 Million but Grazia s focus on fashion is ranked the lowest circulation of Women s Interest weekly titles. summary circulation figures QUARTERLY AUDITED Total Copies Sold per Audit Period POP Change Copies Change Copies Total Retail Sales Value per Audit Period 30/09/ ,277,513 $135,964,876 Change POP 31/12/ ,969, $126,694, /03/ ,751, $130,395, /06/ ,882, $126,178, Change 30/09/ ,996, $135,885, /12/ ,838, $125,115, /03/ ,860, $119,651, /06/ ,268, $123,166, /09/ ,003, $127,283, /12/ ,774, $125,288, /03/ ,957, $127,109, /06/ ,526, $125,514, JAN JUN 2009 /7

8 CIRCULATION AUDIT REPORT JAN - JUN 2009_ quarterly audited publisher performance The weekly magazine market continues to be dominated by ACP Magazines with 9 titles which account for 58.7 per cent of the June 09 Quarter Audit. ACP upped the ante this Audit with new fashion weekly Grazia, the publisher s total copy sales reaching 18,496,954, worth over $74.5 Million. Pacific Magazines 4 weekly titles account for a 34.5 per cent share of the market and generates $39.9 Million in revenue. ACP Magazines still leads the Quarterly market, having lost sales since the June 08 Quarter [-150,545 TCS], unlike number 2 publisher Pacific Magazines; which increased sales by 4 per cent [+375,150] year-on-year. Pacific Magazines 4 weekly titles account for a 34.5 per cent share of the market and generates $39,935,826 in revenue. Time Magazines is a distant number 3 with 2.9 per cent share of weekly titles losing 2 per cent in TCS and yearon-year. Total Copies Sold per audit period Retail Sales Value per audit period No. of titles audited Rank [market share] Publisher Market Share copies change change change # titles # titles 1 ACP Magazines Ltd ,496,954 18,647, ,545-1 $74,570, $73,101, Pacific Magazines ,877,770 10,502, ,150 4 $39,935, $39,042, Time Magazines, South Pacific , ,146-18,782-2 $5,476, $5,587, West Australian Newspapers Ltd , ,736 61, $1,702, $1,549, Fairfax Media , ,052-7,982-1 $3,829, $3,885, JAN JUN 2009 /8

9 CIRCULATION AUDIT REPORT JAN - JUN 2009_ Quarterly audited cover price, new entrants & dropouts 7 cover price increases and 1 decrease were recorded for Quarterly Audited titles between June 08 and June 09. NEW AUDITED :: GRAZIA TV Week had the biggest price increase, up 5.4 per cent to $3.90. Take 5 and That s Life followed, both increasing cover price from $2.80 to $2.90 [+3.6 per cent]. New Idea, People, Picture and Zoo Weekly also increased their cover prices marginally. DROPPED OUT :: No quarterly titles dropped out of this audit Famous was the only Quarterly title to lower its cover price by $1 to retail for $3.50.

10 CIRCULATION AUDIT REPORT JAN - JUN 2009_ introduction HALF-YEARLY AUDITED half-yearly audit highlights A total of 120 titles audited during the Jan-Jun 09 period, generating total copy sales of 102,026,083 [down 0.76 ] and of $509,470,471 [down 0.50 ]. New additions to the ABC magazine audit were Australian Good Food, Australian Men s Fitness, Big League, Frankie, Just Trucks & Heavy Equipment, Runner s World and Top Gear. However, 17 titles are removed from the statistics due to late lodgements, resignations or closed titles. Of the 17 magazine categories, only Food and Wine and Special Interest are in positive territory. ACP Magazines Australian Women s Weekly, Cleo, Wheels, and Motor were all high profile titles with lower copy sales, but are balanced by the launch of Australian Good Food and Top Gear, while Shop Til You Drop and Dolly reached the top 10 list of improvers (TCS). Better Homes and Gardens led the focus on home and health, the Pacific Magazines icon following the eponymous TV show in its inexorable rise to sixth most viewed TV program (source OzTam Aug 9-15). News Magazines performed well with Notebook:, it s relaunch in late 2008 seemingly striking a chord with readers and registering the third biggest increase (TCS) with big brands delicious. and Vogue Australia well into the black. Readers Digest s HealthSmart was joined in the top 10 biggest growth titles (TCS) by Healthy Food Guide (Healthy Life Media) and Women s Health from Pacific Magazines. And to emphasise the importance of specialist titles in this marketplace, photography magazine Capture (Yaffa Publishing) is up 41 per cent TCS, fashion title Russh magazine (Russh Magazine & Publications) improved by 29 per cent TCS, and Australian Traveller (Australian Traveller Media) is up 19 per cent TCS. MARKET VALUE: TOTAL COPIES : MARKET SHARE [in copies sold]: 55.0 MARKET SHARE [in ]: 67.2 NUMBER OF IN CATEGORY: 120 MINIMUM : $2.90 MAXIMUM : $14.95 summary circulation figures $ million (Down 4 ) 38,609,240 (Down 5 ) AUSTRALIAN WOMEN S WEEKLY RANGE OF []: From To 14.3 NEW ENTRANTS []: RUNNER S WORLD, AUSTRALIAN MEN S FITNESS, JUST TRUCKS & HEAVY EQUIPMENT, FRANKIE, BIG LEAGUE, AUSTRALIAN GOOD FOOD, TOP GEAR DROPPED OUT []: 4WD CUSTOM ACTION, AUSTRALIAN 360 AUSTRALIAN NET GUIDE, AUSTRALIAN TABLE, AUSTRALIAN TRAILRIDER, AUSTRALIAN YACHTING, DIRT ACTION, FREERIDER MX, FRESHWATER FISHING AUSTRALIA, HOT 4S & PERFORMANCE CARS, JUST 4X4S, KITCHENS & BATHROOMS QUARTERLY, LOVATTS BIG, OUTDOOR DESIGN & LIVING, PLAYSTATION OFFICIAL MAGAZINE - AUSTRALIA, SLIMMING & HEALTH, STREET FORDS HALF-YEARLY AUDITED Total Copies Sold per Audit Period POP Change Copies Change Copies Total Retail Sales per Audit Period 31/12/ ,647,147 $272,967,944 Change POP 30/06/ ,107, $273,433, Change 31/12/ ,640, $275,375, /06/ ,677, $269,235, /12/ ,036, $255,066, /06/ ,609, $257,451, JAN JAN JUN JUN /10 /10

11 CIRCULATION AUDIT REPORT JAN jan - JUN 2009_ CATEGORY TOP 10 REVIEW title top 10 increasing INCREASE IN CHANGE TITLE PUBLISHER FREQUENCY ANPS ANPS CHANGE CAPTURE Yaffa Publishing Group Ltd Bi-Monthy 3,198 2, RUSSH Russh Magazines & Publications Pty Ltd Bi-Monthy 25,299 19, ,737 AUSTRALIAN TRAVELLER Australian Traveller Media Bi-Monthy 13,802 11, ,199 DIABETIC LIVING Pacific Magazines Monthly 50,809 42, ,960 COUNTRY HOME IDEAS Express Publications Pty Ltd Monthly 20,199 17, ,063 MONTHLY, THE Monthly, The Pty Ltd Monthly 25,238 21, ,693 HEALTHY FOOD GUIDE Healthy Life Media Monthly 36,457 31, ,787 BETTER HOMES & GARDENS Pacific Magazines Monthly 370, , ,000 SPORTING SHOOTER Yaffa Publishing Group Ltd Monthly 13,963 12, ,159 NOTEBOOK: News Magazines Monthly 73,093 67, ,038 INCREASE IN COPY CHANGE TITLE PUBLISHER FREQUENCY ANPS ANPS CHANGE BETTER HOMES & GARDENS Pacific Magazines Monthly 370, , ,000 DIABETIC LIVING Pacific Magazines Monthly 50,809 42, ,960 NOTEBOOK: News Magazines Monthly 73,093 67, ,038 SHOP TIL YOU DROP ACP Magazines Ltd Monthly 80,964 75, ,767 RUSSH Russh Magazines & Publications Pty Ltd Bi-Monthy 25,299 19, ,737 WOMEN S HEALTH Pacific Magazines Monthly 90,000 85, ,000 DOLLY ACP Magazines Ltd Monthly 125, , ,947 HEALTHY FOOD GUIDE Healthy Life Media Monthly 36,457 31, ,787 MONTHLY, THE Monthly, The Pty Ltd Monthly 25,238 21, ,693 HEALTHSMART Readers Digest (Australia) Pty Ltd Bi-Monthly 83,850 80, ,689 top 10 declining DECLINE IN CHANGE TITLE PUBLISHER FREQUENCY ANPS ANPS CHANGE AUSTRALIAN PROPERTY INVESTOR Australian Commercial Publishing Pty Ltd Monthly 25,943 36, ,958 AFL RECORD Geoff Slattery Publishing P/L Weekly 38,301 51, ,805 AUSTRALIAN COUNTRY CRAFT & DECORATING Express Publications Pty Ltd Monthly 10,577 13, ,022 WEIGHT WATCHERS Text Pacific Publishing Bi-Monthy 71,811 91, ,303 MOTOR ACP Magazines Ltd Monthly 35,160 44, ,880 DISNEY ADVENTURES ACP Magazines Ltd Monthly 28,548 35, ,099 DISNEY GIRL ACP Magazines Ltd Monthly 27,098 33, ,379 PC USER - AUSTRALIAN ACP Magazines Ltd Monthly 42,011 51, ,543 ALPHA News Magazines Monthly 93, , ,394 AFR SMART INVESTOR Fairfax Media Monthly 65,425 79, ,077 DECLINE IN COPY CHANGE TITLE PUBLISHER FREQUENCY ANPS ANPS CHANGE SUPER FOOD IDEAS News Magazines Monthly 271, , ,624 AUSTRALIAN WOMEN S WEEKLY ACP Magazines Ltd Monthly 493, , ,088 WOOLWORTHS GOOD TASTE News Magazines Monthly 134, , ,508 READERS DIGEST Readers Digest (Australia) Pty Ltd Monthly 325, , ,972 ALPHA News Magazines Monthly 93, , ,394 WEIGHT WATCHERS Text Pacific Publishing Bi-Monthy 71,811 91, ,303 CLEO ACP Magazines Ltd Monthly 134, , ,970 AFR SMART INVESTOR Fairfax Media Monthly 65,425 79, ,077 AFL RECORD Geoff Slattery Publishing P/L Weekly 38,301 51, ,805 WHEELS ACP Magazines Ltd Monthly 55,868 67, ,956 JAN JUN 2009 /11

12 CIRCULATION AUDIT REPORT JAN - JUN 2009_ half-yearly AUDITED publisher performance year-on-year The big-three publishers represent 72.5 per cent (TCS) of the magazine market with ACP Magazines 39.2 per cent and 42 Half-Yearly titles continuing to dominate. ACP Magazines launched 2 new titles under its joint-venture with BBC Magazines UK: Australian Good Food and Top Gear; both performing well in the June 09 Audit, and Top Gear racing straight to the top of its category. News Magazines growth of 2 per cent TCS and 4.36 per cent is a positive outcome, taking the publisher to number 2 at 17 per cent market share. News Magazines introduced Big League this Audit, taking its Audited portfolio up to 14 titles. Pacific Magazines registered success with some titles, its 11 titles took a 16.3 per cent share of the Half-Yearly Audit. Pacific has slipped in the six months to June, losing 12 per cent in sales year-onyear and down 11 per cent to $41.7 Million. Copies sold and numbers have eased, as the number of issues Audited in June 09 have dropped yearon-year. Total Copies Sold per audit period Retail Sales Value per audit period No. of titles audited Rank [market share] Publisher Market Share copies change change change # titles # titles 1 ACP Magazines Ltd ,148,368 15,270, ,358-1 $112,477, $107,781, News Magazines ,569,207 6,456, ,635 2 $34,605, $33,159, Pacific Magazines ,275,963 7,157, , $41,722, $46,897, Readers Digest (Australia) Pty Ltd 6.5 2,523,563 2,567,432-43,869-2 $15,408, $15,617, Express Publications Pty Ltd 3.8 1,480,676 1,841, , $13,668, $17,135, Knockout Media Pty Ltd , , , $2,376, $1,190, Just Magazines , ,188-4,092-1 $3,415, $3,297, Reed Business Information Pty Ltd , ,574-23,088-4 $4,331, $4,504, Next Media , ,776-55,537-9 $3,769, $4,195, Geoff Slattery Publishing P/L ,913 $1,991, Time Magazines, South Pacific , ,452-37,252-8 $1,327, $1,406, Fairfax Media , ,012-84, $3,120, $3,792, Text Pacific Publishing ,055 $2,136, Yaffa Publishing Group Ltd , ,505-13,469-4 $2,571, $2,647, Haymarket Media Pty Ltd , ,636-25, $2,264, $2,383, Club Marine , ,268-7,206-3 $1,259, $1,642, Healthy Life Media , ,020 28, $1,082, $940, Outback Publishing Co , ,185-9,954-5 $1,854, $1,943, Sensis Pty Ltd - WA Auto Trader , ,675-21, $923, $1,027, Australian Commercial Publishing Pty Ltd , ,406-65, $1,548, $1,981, DMAG , ,882-53, $809, $1,044, Monthly, The Pty Ltd , ,725 18, $1,003, $748, Morrison Media ,803 62,490 35, $831, $436, Odysseus Publishing ,532 $640, Russh Magazines & Publications Pty Ltd ,897 58,686 17, $679, $498, Dingoes Refrain ,260 $530, Universal Magazines , , , $524, $2,582, Australian Traveller Media ,406 34,809 6, $329, $276, Earth Garden Publishing ,404 37,010-1,606-4 $246, $257, AFL Publishing 715,484 $2,504, Australian Fishing Network 39,753 $397, Australian Geographic 291,562 $4,358, Derwent Howard 152,265 $2,008, Lovatts Publications 146,202 $950, Weight Watchers Magazine 273,342 $1,626, JAN JUN 2009 /12

13 CIRCULATION AUDIT REPORT JAN - JUN 2009_ half-yearly audited cover price, new entrants & dropouts 45 cover price increases and 2 decreases were recorded between June 08 and June 09. Australian Country Craft & Decorating and The Monthly had the biggest price hikes, up 14 per cent year-on-year by $1 to $7.95 for both titles. AFL Record was also up 14 per cent but adding $0.50 for a new cover price of $4.00. Australian Property Investor, K-Zone and Total Girl were not far behind, all up 11 per cent more to $9.95 and $5.50 for the kids titles respectively. 2 titles lowered cover prices Club Marine is down 21 per cent to $5.50 and Super Food Ideas is down 11 per cent to $2.90. All changes were $1.00 or less than the 2008 cover price. NEW AUDITED :: AUSTRALIAN GOOD FOOD :: Australian men s fitness :: Big league :: FRANKIE :: JUST TRUCKS & HEAVY EQUIPMENT :: RUNNER S WORLD :: TOP GEAR DROPPED OUT :: 4WD CUSTOM ACTION :: AUSTRALIAN 360 :: AUSTRALIAN net guide :: AUSTRALIAN TABLE :: AUSTRALIAN TRAILRIDER :: AUSTRALIAN YACHTING :: DIRT ACTION :: FREERIDER MX :: FRESHWATER FISHING AUSTRALIA :: HOT 4S & PERFORMANCE CARS :: JUST 4X4S :: kitchens & bathrooms quarterly :: lovatts big :: outdoor design & living :: playstation official magazine - aus. :: slimming & health :: STREET FORDS 45 cover price increases and 2 decreases were recorded between June 08 and June 09.

14 CIRCULATION AUDIT REPORT JAN Jan - jun JUN 2009_ buying CATEGORY and title selling tough times for traders The Buying and Selling category market share of copies sold is now 3.1 per cent [down 8 per cent] and market share down 6 per cent to 3.2 per cent market share. All titles lost copy sales, possibly impacted by growing popularity of online classifieds; but the decline has eased since last Audit period. Of the 8 incumbents, Unique Cars maintained its lead position, despite losing 2,494 ANPS year-onyear; representing a 4 per cent slide. Trailer Boat sank fastest, losing 12 per cent in ANPS to 13,379 this Audit, followed closely by Trade A Boat which dropped 11 per cent to 17,185 ANPS. Australian Motorcycle Trader and Farms & Machinery increased year-on-year, with a 3 per cent and 2 per cent increases to cover prices respectively; Australian Motorcycle Trader, Deals on Wheels and Earthmovers & Excavators were also more expensive, but price increases did not translate into growth, as copies sold fell by 3, 9 and 10 per cent respectively. category fast facts MARKET VALUE: TOTAL COPIES : MARKET SHARE [in copies sold]: 3.1 MARKET SHARE [in ]: 3.2 NUMBER OF IN CATEGORY: 8 MINIMUM : $4.95 MAXIMUM : $7.95 $8.29 million (Down 6 ) 1,212,608 (Down 8 ) UNIQUE CARS RANGE OF []: From 0.0 To 6.1 NEW ENTRANTS []: - DROPPED OUT []: - key category statistics since 2006 COUNT OF TOTAL COPIES SHARE OF TOTAL MARKET TOTAL JD06 8 1,358, $8,647, JJ07 8 1,471, $9,602, CHANGE IN COPIES JD07 8 1,303, $8,463, ,313, $8,834, JD08 8 1,167, $7,901, ,212, $8,293, ,741 -$540, vs JJ06-145,811 -$354, TITLE FREQ ANPS ANPS () (COPIES) () UNIQUE CARS Monthly 54,377 56,871 $3,026,080 $3,164,871 $7.95 $ ,494 0 AUSTRALIAN MOTORCYCLE TRADER Monthly 26,945 27,759 $961,937 $957,686 $5.95 $ DEALS ON WHEELS Monthly 22,793 24,965 $943,630 $973,635 $6.90 $ ,172 6 TRADE A BOAT Monthly 17,185 19,212 $819,725 $916,412 $7.95 $ ,027 0 TRAILER BOAT Monthly 13,379 15,130 $608,745 $688,415 $6.50 $ ,751 0 FARMS & FARM MACHINERY Monthly 12,566 12,697 $580,549 $577,714 $6.60 $ EARTHMOVERS & EXCAVATORS Monthly 10,386 11,596 $429,980 $527,618 $6.90 $ ,210 6 WEST AUSTRALIAN AUTO TRADER Weekly 7,460 8,307 $923,175 $1,027,991 $4.95 $ JAN JUN 2008 /14

15 CIRCULATION AUDIT REPORT JAN - jun 2009_ CHILDREN S kids category gone potty The Children s category declined to a 4.1 per cent share of the Audited titles, dropping 21 per cent in total copy sales and 16 per cent in yearon-year. All Children s titles lost sales on June 08, with cover price changes doing little to help the 4 titles that became more expensive this Audit. Leader of the group K-Zone increased its cover price by 11 per cent to $5.50, losing 9,988 friends (ANPS) year-on-year. Number 2 and top tween girls magazine Total Girl lost track, down 8 per cent in copies sold; despite a relaunch with new look, sections and features in March. Girl Power was the category s relative star performer, down by only 6 per cent in ANPS; while Disney Adventures was bullied into a massive 20 per cent ANPS decline, losing around 7,099 copies sold per issue. category fast facts MARKET VALUE: TOTAL COPIES : MARKET SHARE [in copies sold]: 4.1 MARKET SHARE [in ]: 3.5 NUMBER OF IN CATEGORY: 8 $8.90 million (Down 16 ) 1,597,566 (Down 21 ) K-ZONE MINIMUM : $4.95 MAXIMUM : $5.95 RANGE OF []: From 0.0 To 11.1 NEW ENTRANTS []: - DROPPED OUT []: - COUNT OF TOTAL COPIES SHARE OF TOTAL MARKET TOTAL CHANGE IN COPIES JD06 8 2,028, $10,277, JJ07 8 1,929, $9,861, JD07 8 1,978, $10,353, ,019, $10,626, JD08 8 1,880, $10,068, ,597, $8,901, ,128 -$1,724, vs JJ06-431,180 -$1,376, TITLE FREQ ANPS ANPS () (COPIES) () K-ZONE Monthly 55,445 65,433 $1,829,685 $2,267,253 $5.50 $ , TOTAL GIRL Monthly 55,056 60,101 $1,816,848 $2,082,500 $5.50 $ , DISNEY ADVENTURES Monthly 28,548 35,647 $1,019,164 $1,176,351 $5.95 $ ,099 8 DISNEY GIRL Monthly 27,098 33,477 $967,399 $1,394,317 $5.95 $ ,379 0 LITTLE ANGEL Monthly 25,164 27,083 $871,933 $938,426 $4.95 $ ,919 0 MANIA Monthly 24,068 26,646 $794,244 $879,318 $5.50 $ ,578 0 GIRL POWER Monthly 23,999 25,566 $791,967 $843,678 $5.50 $ ,567 0 DMAG Monthly 22,689 27,126 $809,997 $1,044,351 $5.95 $ ,437 8 JAN JUN 2009 /15

16 CIRCULATION AUDIT REPORT Jan - jun 2009_ computers AND GAMING category mayhem as computers crash Total Copy Sales for Computers and Gaming titles are down a staggering 33 per cent with down 34 per cent to $7.23 Million. Market share is clinging onto a miserly 1.9 per cent of the total Audited market. Australian 360, Australian Net Guide and Playstation Official Magazine Australia dropped out this Audit, deleting over 50,000 ANPS from the category. All Computer and Gaming titles suffered falls in circulation, but number 1 title PC User Australian suffered the worst decline, down 19 per cent to 42,011 ANPS; this is despite being the most affordable of the group at $8.95. APC experienced the softest fall, down 8 per cent to 34,111 ANPS. MARKET VALUE: TOTAL COPIES : MARKET SHARE [in copies sold]: 1.9 MARKET SHARE [in ]: 2.8 NUMBER OF IN CATEGORY: 4 MINIMUM : $8.95 MAXIMUM : $12.90 $7.23 million (Down 33 ) 721,447 (Down 34 ) PC USER - AUSTRALIAN RANGE OF []: From 0.0 To 4.7 NEW ENTRANTS []: AUSTRALIAN 360, AUSTRALIAN NET GUIDE, PLAYSTATION OFFICIAL MAGAZINE - AUSTRALIA DROPPED OUT []: - COUNT OF TOTAL COPIES SHARE OF TOTAL MARKET TOTAL CHANGE IN COPIES JD06 5 1,082, $9,813, JJ07 5 1,135, $10,364, JD , $8,930, ,098, $10,811, JD , $6,472, , $7,226, ,165 -$3,584, vs JJ06-360,881 -$2,587, TITLE FREQ ANPS ANPS () (COPIES) () PC USER - AUSTRALIAN Monthly 42,011 51,554 $2,255,991 $2,768,450 $8.95 $ ,543 0 APC Monthly 34,111 37,156 $2,036,427 $2,218,213 $9.95 $ ,045 0 AUSTRALIAN PC AUTHORITY Monthly 27,171 30,060 $1,622,109 $1,713,420 $9.95 $ ,889 5 PC POWERPLAY Monthly 14,527 16,989 $1,311,788 $1,534,107 $12.90 $ ,462 0 AUSTRALIAN ,873 $399,340 $8.95 AUSTRALIAN NET GUIDE 19,134 $568,280 $4.95 PLAYSTATION OFFICIAL MAGAZINE - AUSTRALIA 17,941 $1,609,308 $14.95 JAN JUN 2008 /16

17 CIRCULATION AUDIT REPORT Jan jan - jun JUN 2009_ CRAFT CATEGORY AND HOBBIES title photography snaps up rare gains It is not often double digit sales drop can be considered good news, but the Craft and Hobbies category has untangled itself from its last Audit drop of 21 per cent, down only 9 per cent in and 10 per cent in total copies sold. All titles lost ground, with the exception of Yaffa s Australian Photography, up 2 per cent and Capture, growing by a massive 41 per cent year-on-year (from a low base). Country craft titles under-performed in June 09; Australian Country Craft & Decorating suffered the biggest decline in-category as copies sold fell by 22 per cent, impacted by its 14 per cent cover price hike to $7.95, the dearest increase of the category. Australian Country Threads followed closely with a 17 per cent decline in copies sold to 15,142 ANPS. Cover prices were relatively stable, the only other titles to increase cover price were Australian Photography [up 3 per cent to $6.95] and Digital Photography & Design [up 3 per cent to $8.50]. category fast facts MARKET VALUE: $6.92 million (Down 9 ) TOTAL COPIES : 781,774 (Down 10 ) TOTAL COPIES : MARKET SHARE [in copies sold]: 2.0 MARKET SHARE [in copies sold]: MARKET SHARE [in ]: 2.7 NUMBER MARKET SHARE ONE RANKED [in ]: TITLE: AUSTRALIAN PATCHWORK & QUILTING NUMBER OF IN CATEGORY: 9 MINIMUM : $6.75 NUMBER OF IN CATEGORY: MAXIMUM : $9.95 RANGE MINIMUM OF : []: From 0.0 To 14.3 NEW MAXIMUM ENTRANTS []: : - DROPPED OUT []: - RANGE OF []: NEW ENTRANTS []: key category statistics since 2006 COUNT OF TOTAL COPIES SHARE OF TOTAL MARKET TOTAL JD ,062, $9,633, JJ , $7,814, CHANGE IN COPIES JD , $7,973, , $7,615, JD , $6,473, , $6,922, ,419 -$692, vs JJ06-281,148 -$2,710, TITLE FREQ ANPS ANPS () (COPIES) AUSTRALIAN PATCHWORK & QUILTING Monthly 24,807 26,432 $1,554,159 $1,655,965 $8.95 $ ,625 0 HANDMADE Monthly 20,588 23,795 $1,289,838 $1,490,757 $8.95 $ ,207 0 SCRAPBOOKING MEMORIES Monthly 17,986 20,029 $1,252,725 $1,395,020 $9.95 $ ,043 0 AUSTRALIAN COUNTRY THREADS Monthly 15,142 18,342 $948,646 $1,149,126 $8.95 $ ,200 0 PATCHWORK & STITCHING Monthly 12,262 13,833 $768,214 $866,637 $8.95 $ ,571 0 AUSTRALIAN COUNTRY CRAFT & DECORATING Monthly 10,577 13,599 $588,610 $567,078 $7.95 $ , AUSTRALIAN PHOTOGRAPHY Monthly 8,221 8,093 $342,816 $327,767 $6.95 $ DIGITAL PHOTOGRAPHY & DESIGN Bi-Monthy 4,440 4,738 $113,220 $117,266 $8.50 $ CAPTURE Bi-Monthy 3,198 2,270 $64,760 $45,968 $6.75 $ () JAN JUN 2009 /17

18 CIRCULATION AUDIT REPORT JAN Jan - jun JUN 2009_CURRENT CATEGORY AFFAIRS titleand BUSINESS monthly magic while GFC hammers API The Monthly is the Current Affairs and Business category s only good news story this Audit, under the helm of a new editor in June, The Monthly was up 17 per cent year-on-year to 25,238 ANPS, while increasing its cover price by a dollar to $7.95; all other titles sold less than June 08. ACP Magazines Money Magazine and Reed s New Scientist held relatively steady though, selling only 2 per cent [-1,123] and 4 per cent [-888] less copies year-on-year. The category s lead anchor is still AFR Smart Investor [65,425 ANPS], although it shed 14,077 copies per issue compared to the June 08 period. Australian Property Investor suffered the biggest slide, down 30 per cent to 25,943 ANPS with New Scientist coming last in category, down 4 per cent to sell 22,211 per issue. Money Magazine and The Monthly were the only two titles to experience growth, both increasing cover prices, by 3 and 14 per cent respectively. category fast facts MARKET VALUE: TOTAL COPIES : MARKET SHARE [in copies sold]: 3.9 MARKET SHARE [in ]: 4.6 NUMBER OF IN CATEGORY: 5 MINIMUM : $6.95 MAXIMUM : $9.95 $11.74 million (Down 8 ) 1,502,274 (Down 10 ) NEW SCIENTIST RANGE OF []: From 0.0 To 14.3 NEW ENTRANTS []: - DROPPED OUT []: - key category statistics since 2006 COUNT OF TOTAL COPIES SHARE OF TOTAL MARKET TOTAL JD06 4 1,492, $10,565, CHANGE IN COPIES Total sales of 1.5 Million copies is worth an of $11.74 Million, with share of total Audit slipping to 3.9 per cent. JJ07 4 1,517, $10,836, JD07 5 1,709, $13,012, ,662, $12,754, JD08 5 1,577, $12,119, ,502, $11,744, ,448 -$1,010, vs JJ06 10,052 $1,178, TITLE FREQ ANPS ANPS () (COPIES) () AFR SMART INVESTOR Monthly 65,425 79,502 $3,120,773 $3,792,245 $7.95 $ ,077 0 MONEY MAGAZINE Monthly 50,078 51,201 $1,740,211 $1,728,034 $6.95 $ ,123 3 AUSTRALIAN PROPERTY INVESTOR Monthly 25,943 36,901 $1,548,797 $1,981,584 $9.95 $ , MONTHLY, THE Monthly 25,238 21,545 $1,003,211 $748,689 $7.95 $ , NEW SCIENTIST Weekly 22,211 23,099 $4,331,145 $4,504,305 $7.50 $ JAN JUN 2008 /18

19 CIRCULATION AUDIT REPORT Jan jan - jun JUN 2009_ FOOD CATEGORY AND WINE title a tasty result, with delicious debutant While most categories suffered losses, Food and Wine has cooked up another tasty Audit gaining 4 per cent total copy sales and 2 per cent year-on-year, increasing its copies sold market share to 13.9 per cent. News Magazines delicious. was the only title to sell more copies year-on-year, dishing up an extra 1 per cent to 129,626 ANPS. Woolworth s Good Taste (formerly Australian Good Taste) had a cool reception with a 17 per cent loss in ANPS to 134,003 while Australian Gourmet Traveller Wine posted a traditional but uninspiring platter of 22,537 ANPS. category fast facts MARKET VALUE: TOTAL COPIES : MARKET SHARE [in copies sold]: 13.9 MARKET SHARE [in ]: 9.8 NUMBER OF IN CATEGORY: 9 MINIMUM : $2.90 MAXIMUM : $8.95 $25.30 million (Up 2 ) 5,366,495 (Up 4 ) SUPER FOOD IDEAS RANGE OF []: From To 5.3 NEW ENTRANTS []: DROPPED OUT []: AUSTRALIAN GOOD FOOD AUSTRALIAN TABLE News Magazines Super Food Ideas maintained position as most popular [271,367 ANPS] and reduced cover price by 11 per cent to $2.90, the most affordable title in category. The other budget-friendly title, Recipes+ came in at number 2 but lost 5 per cent of copy sales and over 7,500 per issue to reside at 134,251 ANPS possibly a result of a 5 per cent cover price increase to $2.95. Otherwise cover prices remained relatively stable, the only other title to up its cover price is Australian Gourmet Traveller, now selling for $8.75 (up 3 per cent). ACP Magazines served up a new title Australian Good Food which brought to the table a hearty 73,161 ANPS, reaching 278,000 readers (Roy Morgan readership Feb 09) while closing Australian Table which cut 67,095 ANPS from the category. key category statistics since 2006 COUNT OF TOTAL COPIES SHARE OF TOTAL MARKET TOTAL JD06 9 5,247, $24,574, JJ07 9 5,113, $23,618, CHANGE IN COPIES JD07 9 4,793, $23,889, ,182, $24,872, JD08 9 4,910, $24,199, ,366, $25,303, ,140 $430, vs JJ06 118,520 $729, TITLE FREQ ANPS ANPS () (COPIES) () SUPER FOOD IDEAS Monthly 271, ,000 $4,721,942 $6,045,000 $2.90 $ , RECIPES+ Monthly 134, ,754 $2,376,243 $1,190,734 $2.95 $ ,503 5 WOOLWORTHS GOOD TASTE Monthly 134, ,511 $3,986,589 $4,093,031 $4.25 $ ,508 0 DELICIOUS Monthly 129, ,500 $5,405,404 $4,465,375 $6.95 $ ,126 0 DONNA HAY Bi-Monthy 82,910 86,152 $1,977,404 $2,054,725 $7.95 $ ,242 0 AUSTRALIAN GOURMET TRAVELLER Monthly 74,292 77,736 $3,250,275 $3,964,536 $8.75 $ ,444 3 AUSTRALIAN GOOD FOOD Monthly 73,161 $2,172,882 $4.95 VOGUE ENTERTAINING + TRAVEL Bi-Monthy 30,063 31,498 $807,192 $845,721 $8.95 $ ,435 0 AUSTRALIAN GOURMET TRAVELLER WINE Bi-Monthy 22,537 23,197 $605,118 $622,839 $8.95 $ AUSTRALIAN TABLE 67,095 $1,590,152 $3.95 JAN JUN 2009 /19

20 CIRCULATION AUDIT REPORT Jan - jun 2009_ HOME AND LIFESTYLE better homes in vogue while burke is carpeted The Home and Lifestyle category has finally succumbed to pressure from the GFC; formerly insulated by the trend for nesting during tough economic times. The category pulled back by 9 per cent in copies sold and 8 per cent in the six months to June 09. However, a closer look reveals more segmentation with big winners continuing to build, while losers are carpeted. There were winners and losers amongst the 14 titles, with Better Homes and Gardens coming out on top, building 35,000 copies more year-on-year to 370,000 ANPS increasing by the most copies sold of all Audited titles. But Country Home Ideas posted the biggest improvement in-category, up 18 per cent to 20,199 ANPS year-on-year. category fast facts MARKET VALUE: TOTAL COPIES : MARKET SHARE [in copies sold]: 14.3 MARKET SHARE [in ]: 14.1 NUMBER OF IN CATEGORY: 14 MINIMUM : $5.95 MAXIMUM : $8.95 $36.34 million (Down 8 ) 5,531,702 (Down 9 ) BETTER HOMES & GARDENS RANGE OF []: From 0.0 To 6.9 NEW ENTRANTS []: - DROPPED OUT []: KITCHENS & BATHROOMS QUARTERLY, OUTDOOR DESIGN & LIVING Vogue Living reported a significant ANPS of 43,664 (up 5 per cent); following a 7 per cent price increase to $8.50. While Reader s Digest s Australian Handyman also chalked up 5 per cent more copies per issue [64,369 ANPS]. Burke s Backyard desperately needs a makeover, slumping 16 per cent year-on-year, to 55,706 ANPS a loss of approximately 10,807 copies per issue. Despite the category s tumble, Home and Lifestyle titles still account for 14.3 per cent of total magazine sales, representing 14.1 per cent of total Audited market. key category statistics since 2006 COUNT OF TOTAL COPIES SHARE OF TOTAL MARKET TOTAL JD ,910, $37,182, JJ ,314, $33,739, CHANGE IN COPIES JD ,099, $39,243, ,048, $39,406, JD ,153, $40,069, ,531, $36,338, ,099 -$3,067, vs JJ06-379,094 -$843, TITLE FREQ ANPS ANPS () (COPIES) () BETTER HOMES & GARDENS Monthly 370, ,000 $13,209,000 $13,952,750 $5.95 $ ,000 0 AUSTRALIAN HOUSE & GARDEN Monthly 96,554 95,213 $3,355,252 $3,970,382 $6.95 $ ,341 0 GARDENING AUSTRALIA Monthly 94,868 99,058 $3,386,788 $3,417,501 $5.95 $ ,190 3 AUSTRALIAN HOME BEAUTIFUL Monthly 70,480 70,041 $2,939,016 $3,407,495 $6.95 $ AUSTRALIAN HANDYMAN Monthly 64,369 61,422 $2,091,993 $1,996,215 $6.50 $ ,947 0 REAL LIVING Monthly 57,205 57,120 $1,930,669 $2,227,680 $6.75 $ BURKE S BACKYARD Monthly 55,706 66,513 $1,880,078 $2,594,007 $6.75 $ ,807 4 COUNTRY STYLE Monthly 53,900 56,115 $2,571,030 $2,104,313 $7.95 $ ,215 6 YOUR GARDEN Quarterly 53,824 53,730 $748,154 $746,847 $6.95 $ INSIDE OUT Bi-Monthy 50,173 53,347 $1,196,626 $1,200,308 $7.95 $ ,174 6 VOGUE LIVING Bi-Monthy 43,664 41,570 $1,113,432 $991,445 $8.50 $ ,094 7 BELLE Bi-Monthy 30,544 32,513 $546,738 $872,974 $8.95 $ ,969 0 COUNTRY HOME IDEAS Monthly 20,199 17,136 $1,124,074 $953,618 $7.95 $ ,063 0 EARTH GARDEN Quarterly 17,702 18,505 $246,058 $257,220 $6.95 $ KITCHENS & BATHROOMS QUARTERLY 23,530 $468,247 $9.95 OUTDOOR DESIGN & LIVING 24,633 $245,098 $9.95 JAN JUN 2008 /20

21 CIRCULATION AUDIT REPORT Jan - jun 2009_MEN S LIFESTYLE biceps and abs take from lads The Men s Lifestyle category has stabilised, shedding only 2 per cent of its volume since June 08; gaining from new-comer Australian Men s Fitness, which brought 26,844 ANPS to the category. Leader of the group Men s Health held its top spot, selling 254 copies more than last year, posting an ANPS of 75,254. Ralph turned it around this Audit, selling 3 per cent more copies to report an ANPS of 68,061 despite an 8 per cent cover price increase to $8.95. However, F.H.M. Magazine continues its struggle, losing 12 per cent in sales year-on-year. category fast facts MARKET VALUE: $10.74 million TOTAL COPIES : 1,246,800 (Down 2 ) MARKET SHARE [in copies sold]: 3.2 MARKET SHARE [in ]: 4.2 MEN S HEALTH NUMBER OF IN CATEGORY: 4 MINIMUM : $7.95 MAXIMUM : $8.95 RANGE OF []: From 0.0 To 8.4 NEW ENTRANTS []: AUSTRALIAN MEN S FITNESS DROPPED OUT []: - Men s Lifestyle titles gained weight; making up for 3.2 per cent market share of total copies sold, worth 4.2 per cent. key category statistics since 2006 COUNT OF TOTAL COPIES SHARE OF TOTAL MARKET TOTAL CHANGE IN COPIES JD06 3 1,481, $12,319, JJ07 3 1,608, $13,370, JD07 3 1,340, $11,165, ,272, $10,714, JD08 3 1,173, $9,977, ,246, $10,737, ,440 $22, vs JJ06-234,924 -$1,582, TITLE FREQ ANPS JD08 ANPS JD07 JD08 JD07 JD08 JD07 () (COPIES) MEN S HEALTH Monthly 75,254 75,000 $3,837,954 $4,462,500 $8.50 $ RALPH Monthly 68,061 66,233 $3,654,876 $3,278,534 $8.95 $ ,828 8 F.H.M. MAGAZINE Monthly 51,063 58,307 $2,604,213 $2,973,657 $8.50 $ ,244 0 AUSTRALIAN MEN S FITNESS Bi-Monthy 26,844 $640,229 $7.95 () JAN JUN 2009 /21