Grocer Props Up Circ with Discounting

A while ago we were confused about the single isue audit published by the Grocer and feared it was a precursor to some bad news. It wasn't but...



Well, its all a little odd. The Grocer has published its ABC this week and it shows that compared to last year, the non controlled frees have gone, only to be replaced by discounted single copy sales. We don't know what the discount was or where the copies were sold so as ever with matters ABC, when it comes to B2B, the certificates pose more questions than they answer.



What we do know for certain is that full price paid sales either through the trade or by sub are declining. At best The Grocer, and every other paid B2B title is having to discount deep, give away copies or accept a headline fall in circulation

Newstrade sales Boom at The Grocer! No - Really - Its True!

William Reeds, The Grocer, has just posted a single issue audit. Normally we would let these things pass as we are engaged on headier matters, but you will remember my post about the decline in paid circ in b2b. The Grocers single issue audit, dated January, shows a circ of 29631, a 4% drop on the last audit period average.

At first sight alarming. However the reason for the fall is that WR has reduced the number of free copies by 3000 or so . Newstrade sales are up a staggering 4300 but subs are down 1700.

If this reflects what will happen on their annual return, why show a fall in total circ on a single issue audit caused entirely by a publishing decision to reduce free copies. Their rivals will make hay.

My guess is that this single issue audit is a wierd single issue up blip in newstrade sales. All the growth has come from discounted single issue sales. The average, I predict, will be much worse and this is an attempt to prop up a weakening ad sales story.

If newstrade sales have not really grown (and it would be surprising if they had) the average issue certificate could be as low as 23000 when it is published in September - and thats a melt down.

If I were an advertiser, I would want some assurances from The Grocer that the growth in newstrade sales implied by the single issue audit, was reflected across the period. Otherwise I would be forced to reduce my spend.

Lets be clear, there is no point in publishers pretending that things aren't bad and hoping it will get better before anyone notices. WR are a pro outfit, so lets just hope they aren't simply delaying bad news and that this single issue rise in newstrade sales reflects the performance over the audit period.

Circulations Down, Readers down, Ads Down, Down Down, Deeper and Down.

I don't want to go on about this like some whinging git, but this meltdown shouldn't come as any surprise. Take a look at the ABC figures for some of the biggest business media brands and how they have changed over time. Here are just a few comaprisons of some weeklies which are largely or entirely dependent on paid sale.

Caterer and Hotelkeeper had a circ of 37437 in 1996. Today just 18807. The Grocer had a circ of 47030 in 1996. Today just 30790. Music Week, 12400 in 1996, just 7960 today. Farmers Weekly sold 96535 copies a week in 1996. Today just 70315. And finally, Campaign, the advertisers bible. In 1996 circ of 16280 and today just 10112.

Whatever the reason, business mags are losing readers and have been for more than ten years. Lets wake up and smell the coffee. We can't live with the status quo any longer.