Retain readers, not increase circulation
The sports magazine published by AZ Fachverlage AG expects to break even by the end of 2003
The sports magazine from AZ Fachverlage AG expects to break even at the end of 2003The sports magazine from AZ Fachverlage AG is stagnating: In any case, the paid circulation is only growing slowly. Nevertheless, it is expected to break even by the end of 2003 - thanks to good readership figures. "After two years, we are at an interim high," says publishing director Riccarda Mecklenburg. The sold, unaudited circulation of the sports magazine is around 25,000 copies, 1,000 more than last September. The monthly title has 20,000 subscribers. A further 15,000 copies are sent out, distributed free of charge at sporting events or handed out in sports clubs.
However, Mecklenburg now knows that the figure of 349,000 readers per issue, or eight readers per copy, first reported last fall was not a flash in the pan or a mismeasurement, as Mach Basic 2002 will at least confirm the figure, she says. Mecklenburg is still unable to explain the high number of readers (80 percent are men) - the budget has not yet been sufficient for a study. However, a cross-comparison with sports magazines in Austria, France and Italy shows that above-average readership figures are achieved.
are quite normal in this type of magazine. For the time being, Mecklenburg is concentrating less on increasing the circulation of the sports magazine and more on maintaining the number of readers.
The magazine currently earns almost 200,000 francs per issue from advertising, not only because of the price increase since the beginning of 2002 (plus 9.6 % per full-page, four-color advertisement). The high reader value has paid off here: the advertising volume has increased by around 20 percent compared to the first five months of the previous year. The range of products advertised has also broadened: while the ads were initially very car-oriented, watches and men's cosmetics are now also being advertised. "We are in line with the trend," says Mecklenburg triumphantly.
However, it is not yet enough to break even; the 200,000 franc mark must be exceeded. "My goal is to achieve this by the end of 2003," says Mecklenburg.
The magazine, which initially provoked readers with a lot of naked skin, is now very restrained in this respect. A concession to advertisers? No, says Mecklenburg, they simply realized that Swiss readers - in contrast to those in Austria, for example - are less interested in this, which is why they cut back after the third issue. "But we did need the outcry from the industry at the time, because we don't have the marketing budget of Facts," says Mecklenburg. Markus Knöpfli
However, Mecklenburg now knows that the figure of 349,000 readers per issue, or eight readers per copy, first reported last fall was not a flash in the pan or a mismeasurement, as Mach Basic 2002 will at least confirm the figure, she says. Mecklenburg is still unable to explain the high number of readers (80 percent are men) - the budget has not yet been sufficient for a study. However, a cross-comparison with sports magazines in Austria, France and Italy shows that above-average readership figures are achieved.
are quite normal in this type of magazine. For the time being, Mecklenburg is concentrating less on increasing the circulation of the sports magazine and more on maintaining the number of readers.
The magazine currently earns almost 200,000 francs per issue from advertising, not only because of the price increase since the beginning of 2002 (plus 9.6 % per full-page, four-color advertisement). The high reader value has paid off here: the advertising volume has increased by around 20 percent compared to the first five months of the previous year. The range of products advertised has also broadened: while the ads were initially very car-oriented, watches and men's cosmetics are now also being advertised. "We are in line with the trend," says Mecklenburg triumphantly.
However, it is not yet enough to break even; the 200,000 franc mark must be exceeded. "My goal is to achieve this by the end of 2003," says Mecklenburg.
The magazine, which initially provoked readers with a lot of naked skin, is now very restrained in this respect. A concession to advertisers? No, says Mecklenburg, they simply realized that Swiss readers - in contrast to those in Austria, for example - are less interested in this, which is why they cut back after the third issue. "But we did need the outcry from the industry at the time, because we don't have the marketing budget of Facts," says Mecklenburg. Markus Knöpfli
