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IF continues web and print growth
[Fri 08/06/2012 01:35:32]
By Mark Kuban, publisher
When I read a publication reporting on itself I always take it with a grain of salt. Nonetheless, I was a little surprised to read Mumbrella’s recent report about its sister publication Encore, which compared its circulation directly to IF Magazine. I’d rather we cover the film and TV industry but self-promotion is a necessary part of journalism in 2012. So here goes.
IF Magazine’s print circulation, measured by the Circulations Audit Board (CAB), has increased by more than 16 per cent to 4464 copies in the year ended March 31, 2012. It has increased 6.3 per cent comparing the March 2012 period to the prior corresponding period.
It continues the growth since IF’s relaunch in 2011, when we shifted from 11 print issues to six a year, allowing us to deliver the same total amount of print content (with reduced delivery costs) while significantly bolstering our online content.
Encore’s print magazine has grown significantly since its recent relaunch to 7,144 copies, up by 170 per cent comparing the March 2012 period to the prior corresponding period. As Mumbrella point out, Encore’s new coverage now extends to the wider media and marketing world. Their media kit states that only 25 per cent (or 1786 copies) of those 7144 are specifically distributed to the screen industry.
The reason that IF Magazine and Encore are both still classed in CAB’s “film, TV, video and multimedia” category is because they both choose that category. Is that an accurate reflection of the audience being reached? It’s an area that the CAB may want to review.
IF.com.au’s website has also posted significant and consistent growth since its relaunch in 2011.
In January 2012, IF.com.au attracted 22,811 unique browsers (growth of 19.32 per cent), according to CAB data. Encore’s website attracted 10,395 unique browsers - less than half - during the same period (growth of 10.35 per cent).
Why am I quoting such old data? Because the Encore website (www.encoremagazine.com.au) was then rolled into the more popular Mumbrella site as a subsection (mumbrella.com.au/category/encore-news). It is no longer a stand-alone CAB audited site. Mumbrella, which covers far more than the screen industry, has significantly higher traffic, but it is not a competitor of IF, which specialises in screen content.
But, as I said, take it all with a grain of salt. I’d like IF to get back to reporting on the film and TV industries. As a reader, you’re best placed to make up your own mind about what to read based on the content.
