ABC Press Release: CAR magazine bucks the trend


“‘Print is dead…’ How many times has that been said. CAR magazine, however, is one publication that flies in the face of that sentiment. Unlike its direct and men’s general interest competitors that have all declined, CAR magazine has increased its circulation.

The release today of the latest ABC figures (Q1 2016) show that CAR has grown by 10,2% when compared with the same ABC quarter in 2015, and assessed against the previous quarter (Q4 2015), its circulation has increased by a remarkable 19,4%. CAR has also broken into the Top 10 best-selling consumer titles in South Africa where it places fourth amongst the monthly magazines.

What makes this achievement even more impressive is that these are figures posted by the market leader in the motoring and male-interest sectors. It’s not growth from a low base, but are increases by a long-established publication that already had a significant circulation figure.

More than ever, CAR resonates with its readership. In these tough economic times, it offers not only consumer-focused content and market-leading scoops, but the magazine also represents a great value proposition: CAR boasts more editorial pages than all its competitors, more often than not at a lower purchase price, as well as genuinely useful supplements.

As a result, with CAR magazine approaching its milestone 60th birthday, it has grabbed further market share from its main competitors in the automotive segment, growing from 63% to 71%, as well as when compared with other titles in the broader male-interest segment. Add this to our ever-increasing online audience, now for the first time ABC audited at 431 976 monthly page impressions, must surely mean that for any advertiser wanting to speak to South African men, there isn’t a better media platform than CAR.”

Steve Smith: Editor, CAR magazine

Twitter: @SteveSmithZA

The facts:

2016 Q1 ABC total circulation: 77 175

19,4% increase over the previous quarter (Q4 2015)

10,2% increase year on year (Q1 2015)

Market share grown from 63% to 71% among its direct automotive competitor set

Fourth best-selling monthly consumer title and the largest male circulating consumer title in South Africa

ABC audited monthly page impressions:  431 976