Growth in own-brand magazines at Egmont

Growth in own-brand magazines at Egmont

Egmont magazines has seen its fourth consecutive period of growth for own-brand boys' magazine Toxic. The magazine has seen a 22.1% growth year-on-year for the six months from January to June 2013 (to 52,502 copies).

The publisher's own-brand pre-teen girls' title Go Girl reported a 6.6% year-on-year increase to 40,502 copies, as recorded in the latest Audit Bureau of Circulation figures.

Licensed brand magazines Monster High and Hello Kitty, both launched last year, also sustained their growth, with 14.3% and 12.2% period-on-period growths respectively (36,561 copies and 34,796 copies).

Overall circulation across Egmont magazines was flat, taking into account a 16.9% year-on-year fall in the publisher's Disney Group magazines where figures are heavily affected by individual film releases.

Toxic's results follow the launch of a bespoke website, and publication of its first two free apps, Bug Blatter and Meerkat Me, in June. The ten-year-old magazine is aimed at "tween" boys.

Debbie Cook, director of magazines for Egmont Publishing Group, said: "We're really proud of this set of ABC results for Egmont's magazine portfolio and in particular it's great to see our own brand titles continue to thrive in such a tough market. It's brilliant that our continued investment in digital extensions to our magazines, as well as in new launches, has yielded success, and both of these areas will remain a priority for us."

Magazines publisher Siobhan Galvin said the Toxic apps had offered a way to take the reader's experience onto other platforms, but that the magazines were still valued as print-only products. "It's really interesting that the digital revolution is fuelling the growth of character brands online and that is having a positive impact on magazines," she said.

"For example, children can enjoy playing Angry Birds, but also doing an Angry Birds puzzle—extending the experience. From a parent's point of view, they might be interested in a brand their child engages with digitally but want to limit their screen time."