The People’s Friend magazine celebrates six-month increase in circulation figures

THE weekly Scots magazine, The People’s Friend, has seen its sales increase since the turn of the year.

Published by Dundee-based DC Thomson, the title enjoyed a 1.3 per cent increase in average net circulation over the six months to the end of June.

Says the Audit Bureau of Circulation in its six-monthly report on UK consumer magazines, The People’s Friend ended June standing at 243,137 copies, up 1.3 per cent on six months ago but down 2.7 per cent on this time last year.

Says a DC Thomson media release: “Throughout the past 12 months The People’s Friend has undergone a significant redesign, which includes increased pagination and the introduction of new editorial themes.”

The magazine’s editor, Angela Gilchrist, is quoted, as saying: “This is a fantastic result, and one that rewards all the hard work put in by everyone associated with this wonderful magazine. For over a year, we’ve been working towards this goal with a long-term plan involving increased pagination, enhanced content and design, superb subscription offers and a carefully focused campaign to raise awareness of the title through TV sponsorship and retail promotions.

“I’m so proud of what we’ve achieved, which is even more remarkable given the difficult challenges currently being faced by the traditional women’s weekly magazine market.”

The release continues: “The People’s Friend has also received the support of a cross-platform marketing campaign. This includes a one year sponsorship deal with Storytelling on ITV3 Afternoons, a subscriptions marketing campaign and enhanced in-store point-of-sale marketing promotions with leading magazine retailers and supermarkets.”

Head of circulation (consumer entertainment), Ian Sansam, is further quoted, as saying: “This is a very encouraging posting for The People’s Friend – especially with the challenge of declining sales in the women’s weekly market place. The sponsorship and in-store point of sale has worked well, helping to grow awareness of the brand and to stabilise sales. Furthermore, the subscriptions marketing campaign has resulted in a 25 per cent, year-on-year growth in subscriptions.”

The People’s Friend is published every Wednesday. It was founded in 1869.

Very few Scots titles appear in the ABC report, which was issued at midday.

The media release goes on to say: “DC Thomson is continuing to invest in The People’s Friend, including the development of its sister titles, The People’s Friend Special, and The People’s Friend Pocket Novels.”

See tomorrow: The Media in Figures.