The media industry is holding on steady as the ABC releases results for 2021 – quarter three.
The Audit Bureau of Circulation (ABC) released the 2021 – quarter three results, and we are pleased to report that sales and distribution in both newspapers and magazines is moving upward compared to the previous reporting quarter .
Total newspaper distribution in South Africa increased by 4% from quarter two to 5 850 426. In addition, it proves optimistic that the current distribution number is higher than 2020 quarter three when South Africa went into alert level two on 18 August 2020.
The same is valid for magazine distribution that increased by 7,36% from quarter two to 4 321 853. Although not on the same level as 2020 quarter three, the current sales levels is higher than 2020 quarter four, and we expect a positive increase for 2021 quarter four. We saw the returning of select ceased titles to the shelves, which is all-around good news to loyal readers, advertisers and marketers.
The significant change for this quarter is the consolidation of titles. Although this slightly impacts membership numbers for the ABC, it is a trend that still perseveres distribution numbers. Consolidation of media titles is by no means new, as seen internationally. Among other reasons, it is a way to combine resources and endure in a fluctuating media landscape. Furthermore, consolidation can also give access to new consumer markets and higher advertising numbers. It remains to be seen if the shifting media landscape added to our consumers’ evolving needs bring more consolidation in the future. Member numbers in e-mail newsletters, digital magazines and web traffic are holding steady with no change this quarter.
The ABC changed the reporting requirements for six-monthly and annual submission titles. “We are phasing in a process where these titles will have an input form available every quarter to submit the latest completed circulation data. In implementing the latter, the ABC can give advertisers and media houses the latest and freshest data without waiting a year,” says Rickey Gounder, General Manager of the ABC.
The ABC remains the stamp of measurement and trust in providing transparent and accurate distribution data to marketers, media houses and advertisers.
If you need to make accountable decisions for your brand’s advertising spend, insist on ABC membership and measurement. Visit abc.org.za
Celéste Burger – ABC
The Audit Bureau of Circulation (ABC) is a non-profit company. The primary function of the ABC is the certification and provision of accurate and comparable circulation figures of printed (magazines and newspapers) and digital data (digital publications, email newsletter circulation and website traffic) as well as attendance at exhibitions and conferences. This is achieved through auditing standards, on the certificates and on the reports submitted. The ABC’s transparent and accurate data assists advertisers, marketers and publishers in the accountable decision-making of buying and selling of advertising and promotional material.
