In a market under great pressure, Roularta Media Group has scored a great report from the CIM (the Belgian Centre for Information about the Media). This gives Roularta plenty of confidence in the strategic approach it has taken with its magazine titles.
From a media planning perspective, the paper + digital currency seems to be the most suitable way to get a picture of who magazine readers are. A sample of the results:
- De Zondag has confirmed its status as the biggest weekly newspaper. It has stunning range, with almost 1.5 million readers every week.
- The free lifestyle magazine Steps NL is making strong progress at 13%.
- Libelle Lekker/Femmes Délices has been included in the study for the first time, and shot straight to first place as the biggest paying, national, monthly magazine that caters to more than 700,000 readers fond of the good life.
- The Le Vif/L’Express package is performing extremely well: Le Vif/L’Express +9%, Le Vif Weekend +22%, Le Vif Focus +11%. The Knack package has remained stable.
- Libelle has increased by +9%, Femmes d’Aujourd’hui by as much as +12%. Together, Libelle and Femmes d’Aujourd’hui have 1.2 million readers.
- Trends/Trends-Tendances has grown by another +5% in its strong business community.
Roularta has received a report for Total Brand that is perhaps even better. The continued digitisation of the magazine titles is clearly paying off. Here are a few striking results for Total Brand:
- Le Vif/L’Express has the strongest growth among weekly papers, at +67%. Knack is not far behind at +55%.
- The two Flairs also have a good score, at +63% for the Dutch version and +49% for the French version.
- Trends/Trends-Tendances is the biggest financial and economic title, with 538,200 total brand users.
- Libelle Lekker/Femmes Délices is the biggest monthly magazine in print, doubling its coverage to more than 1.5 million thanks to the addition of its digital platform.
- We see the same doubling in coverage thanks to the digital platform at Data News and Feeling, and Gael is also reaping the first rewards of the digital transition.
- Last but not least, the Krant van West-Vlaanderen deserves an honourable mention for its digital transition that has increased its digital coverage by 53%; this has also added 60% to its print coverage.
That means that Roularta Media Group has the biggest weekly paper, the biggest monthly magazine and the strongest-growing publication in its portfolio. These results from the CIM are an even more hopeful sign because the growth in sales of subscriptions and loose copies during the Covid period, with the increased coverage this brings, are not included in these results.
Recent studies by Space and Polaris ‘Alfa’, investigating ‘Attention to Advertising’, also gave magazines a very good write-up. The attention that magazine readers pay to advertising is the highest in all media except the cinema. “Because they are valued for keeping the burden of advertising fairly well under control, and for a harmonious blend of advertising and editorial content, the printed media offer a solid alternative. Especially since their strength is not declining among the ‘digital native’ generation: quite the opposite.” (Space Essentials 5/10/2020).
The good results achieved by the Roularta titles were made possible thanks to the commitment of its editorial teams, who give the best of themselves week after week, year after year, thus ensuring that subscribers and readers show massive customer loyalty to their favourite brand.