With the latest Audit Bureau of Circulation figures showing a rise for DOLLY magazine’s circulation numbers for January to June 2016 compared to the end of last year, Bauer Media CEO Nick Chan has not rejected the idea of changing the title back from its current bi-monthly format to a monthly magazine.
Speaking to Mumbrella, Chan says: “It [bi-monthly] works for DOLLY at the moment. I’d rather a higher frequency within this marketplace but at the same time the pick-up is encouraging. We will look at these markets with a pretty open mind in terms of what we need to do.
“If anything, what we’ve seen in the past four to five years is the consumer has more choice, more options and is probably more demanding than ever before. Magazines have always published to publishing cycles that have suited its internal workings, and in the years to come we need to adapt to consumer demand.”
The results see DOLLY’s 30,010 circulation sit close to Pacific Magazines-owned Girlfriend magazine – who recorded a circulation of 31,043. Discussing the results, Pacific Magazines CEO Peter Zavecz tells Mumbrella: “Remember, DOLLY is bi-monthly now so they got that circulation over two months, not one. That category is tough. Our focus on millennials is certainly mobile-first; you’ve seen that with Famous and we’ll be watching this category closely.
“More and more that particular audience is getting tougher to target with just print alone and we’ve recognised that, and certainly that ScMo [social-mobile] strategy will be something we’ll be working on developing very quickly for this young millennials market.”
While the company didn't reveal whether they were looking into a digital-first bi-monthly strategy similar to DOLLY's, Zavecz did say, “We have a number of options on the table and we’re reviewing them.”
Image: Instagram.com/dollymag
