Future plc, the global platform for specialist media behind brands such as Country Life, Decanter, and MarieClaire.co.uk, saw substantial digital growth and resilient newsstand performance in two key verticals for the January to December period.
The Audit Bureau of Circulations (ABC) 2020 figures reveal:
· An overall increase in newsstand market share and year-over-year growth for multiple titles — 25 Beautiful Homes, HBR, Period Living, Real Homes, Style at Home.
· Style At Home takes the lead for newsstand circulation, seeing 3.1% growth.
· Country Life sees strong increases in paid for distribution.
· What’s On TV retained its place as the most read title during the festive season and in December saw a record-breaking 80% increase in traffic, equal to 1.5 million users.
Commenting on the findings, Angela O’Farrell, Chief Content Officer at Future, says: “The results show that Future’s brands and content continue to delight our audiences and help connect them with their passions. We are celebrating great overall results across our portfolio, with subscription and digital growth driving an excellent set of numbers and demonstrating that — even in the midst of a pandemic — our customers still seek out our brands.”
“These figures are a direct reflection of the dramatic shift in wider consumer behaviour and shopping patterns over the last 12 months which Future was well placed to lean into. As pandemic restrictions reduced opportunities for outdoor activities, audiences have increasingly turned to titles that help them make the most of their indoor spaces; be that through home improvement, cooking and decorating, or simply relaxing with engaging lifestyle content. In recognition of the shift towards staying local, we identified key sources of demand and closely tracked central points of purchase, such as local supermarkets, grocery and convenience stores, so that our brands were never out of reach of our audiences.”
The results show overall readership volumes only experienced minor losses, declining by just 10% for the October to December non-lockdown period when adjusted for frequency.