Generation Media's Nadia Khaldi takes a look at findings of the latest ABC report with CBeebies Weekly coming out as one of the strongest in the stable children's market.
The on-going trend of a press market in decline continues. However, as in our previous ABC report, there are titles showing strength and that there is still press market to count on.
The childrens’ market has remained fairly stable and seen an overall 1.6 per cent decrease PoP in circulation compared to the previous results, but has managed to grow by 3.1 per cent YoY as new kids titles enter the market.
Although the majority of titles has seen a decrease, there are several titles that are going against the trend and maintaining strong circulation.
Among the pre-school titles, CBeebies Weekly has successfully grown its circulation by 41 per cent YoY making it to the top three.
Fun to Learn – Peppa Pig and Peppa Pig Bag-o-Fun remain popular among pre-schoolers but have both seen a decrease in circulation.
Tree Fu Tom and Disney Pixar have seen significant decreases in their circulation, 37.9 per cent and 44.6 per cent, meaning that they now have among the lowest circulation in the pre-school category.
The primary boys category remains stable with an overall uplift in circulation of 0.2 per cent thanks to new titles such as Skylanders Universe, entering the market.
Despite going against the market trend and growing their circulation by 4 per cent, Toxic has had to give up its top spot to LEGO Legends of Chima.
The licensed title has, together with Mega, shown strong growth in the primary boys category. The Simpsons Comics was the boys’ title most heavily affected this period. Ben 10 continues to decrease and will be interesting to see in the next ABC results if it has managed to turn things around, or at the bottom of the list.
Although Disney Princess has seen a decrease in this period it remains the number one title in the Primary Girls category. Girl Talk and Girl Talk Art have managed to turn things around since the previous period and have increased their circulation.
Jacqueline Wilson, only recently covered by the ABC, has seen the largest drop in circulation in this category.
The parenting press sector has decreased by 9.7 per cent PoP and 8.8 per cent YoY overall.
Previous results suggested that the market may become more stable, but these ABC results show a market very much in distress. Prima Baby is the most heavily affected in this period, and after a 30.1 per cent drop, their circulation is now down to 12,377 copies.
Emma’s Diary Pregnancy Guide has managed to grow their circulation this period. It is worth considering that the Guide is given to expectant women during their 12 week scan and not as an active purchase in store.
With a press market that is under pressure there is undoubtedly an opportunity for sellers and buyers alike to find added value opportunities, including offering integrated approaches through publishers’ digital platforms.
For more information, call Nadia Khaldi, head of engagement at Generation Media, on 0207 307 7900.