Consumer cycling magazines take readership hits in latest circulation audit stats

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Published today, the Audit Bureau of Circulation’s latest performance indicators have posted declines across all registered printed cycling titles.

This year’s listings appear to show fewer than ever audited titles in the mix, which a trend that follows years of sustained decline in consumer print readership, something far from limited to the cycling world.

The run down by title

Cyclist, Dennis Publishing – Posting the shallowest decline, Cyclist dipped by 1.5% from an average circulation of 24,891 down to 24,514. Of those sales, the title averaged 12,069 paid copies and 12,259 subscription sales per issue.

Publishing 13 editions per year, each costing £5.50 (£65.99 annual subs), the title’s numbers remained fairly steady year round, peaking in the summer.

Cycling Plus, Immediate Media (Burda) – Publishing 14 issues annually, Cycling Plus saw a 9% decrease from 40,865 down to a 37,077 average circulation. Of that figure, 17,439 copies sold individually on the high street, while 19,638 were attributed to subscriptions. Of those issues actively purchased, the number of sales has been in steady decline since the July peak of 43,764 sales.

MBUK – Immediate Media (Burda) – Last year MBUK posted an average print and digital readership of 27,382, of which  2,165 consumed the magazine in the latter format. This year that figure has dropped to an overall average of 25,233, with newsstand sales tallying 13,053 on average and 12,180 subscribers taking a copy.

Again, the £5.50 magazine peaked in the summer months and tailed toward Christmas. Subscribers can take a year’s subscription for £71.50. These prices have risen over last year’s £4.99, or £64.87.

Mountain Bike RiderMeredith-Time – Of the two mountain bike titles listed by ABC, Mountain Bike Rider posted average sales of 14,401 per issue. At £4.99 per issue, or £68.85 for an annual subscription to 13 issues, MBR’s sales proved steady all year, peaking in August.

Cycling Weekly, Meredith-Time – The only weekly magazine, Cycling Weekly puts out 51 copies per year. The latest stats show an 8% decrease from an average circulation of 24,631 down to 22,690.

Costing £2.99 an issue or £156.25 for an annual subscription, Cycling Weekly’s publisher has been busy diversifying into off shoots such as the recently announced awards.

Cycling Active has now been withdrawn from the ABC listings following an earlier announcement by the publisher that Cycling Weekly would become the focus of the firm’s printed efforts.

Following the parent company’s acquisition, the FT has speculated at a turbulent time ahead for the Time Portfolio with job cuts forecast.

For more comparison against last year’s data, click here.

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