A ray of light has appeared among the gloomy trend of circulation decline among many of Britain’s leading magazines.
Saga Magazine, the best-selling monthly title in the country, bucks the trend with an increase in sales: its average net circulation rose to 655,728 in the Jul-Dec 2009 ABC circulation figures.
“Because we are not on news-stand, sometimes I feel our the sheer size of our readership is one of Britain’s best-kept secrets,” said Editor, Katy Bravery. “I’m quietly pleased and feel we must be doing something right.
“Our readers are like no other magazine’s. They are at the peak of their powers - lively, intelligent and nobody’s fools. They are extremely engaged with all that life has to offer and thirsty for authoritative, relevant information to get the most out of their lives. The vast scope of their interest makes mine just about the best job in British journalism.”
The magazine has been exercising its clout in the run-up to the Election on behalf of its nearly two million readers. Recent issues have trumpeted Saga’s own Manifesto – for a better life for the Saga Generation – and it is rumoured their next issue will feature Prime Minister Gordon Brown, David Cameron and Nick Clegg responding to the concerns of the magazine’s massive readership.
With cover stars as diverse as George Clooney, Joanna Lumley (and Dame Edna Everage) and features ranging from Chagall’s hidden artworks to risqué reminiscences “in praise of older women”, and from money advice and award-winning health features, it’s eclectic, essential reading for today’s new-look over-fifties.
Rupert Miles, Chief Executive Saga and AA Publishing, said: "With its unrivalled audience reach and huge circulation, the magazine's success not only points to the winning formula of the title but also the strength of Saga's over-50 audience. When advertisers need to make increasingly tough choices about where to spend their advertising budget, they know where to go to reach straight to their market.
“Saga Group – with its famous holidays and financial products - is the expert in knowing what people over fifty want and need, and the continuing success of the magazine that bears its name is a great reflection of that.”
Notes to Editors
All figures within this release relate to ABC figures released today, Feb 11th 2010, covering the six-month period Jul-Dec 2009. Saga Magazine's circulation has grown from 653,930 to 655,728.
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