Demand analysis for periodicals on like for like objects (i.e. comparable trading facilities), conducted by specialists of "Media Distribution" company, shows that the majority of the realized circulation comes for daily and weekly publications.
Herewith the dynamics of demand for daily newspapers in supermarkets is negative. In 2012 compared to 2011, the reduction of its 8.5% was due to reduced sales of newspapers, an advertising theme and entertainment media. At the same time the demand for social-political newspapers is characterized by strong growth, particularly in the case of priority laying out in areas with high consumer traffic.
Side by side with this sales of weekly publications of low and medium price range are growing. TV guides and inexpensive weeklies for women are leaders in terms of circulation. The sales in the women's weeklies increased (in 2012, by 12% compared to 2011), largely due to the release of a large number of specialized issues to the main edition, already known to the readers.
Sales of weekly leisure publications were increased as well by increasing their number in the range of distribution network. At the same time, demand for weekly patchworks and sports publications significantly decreased and continued to decrease in 2013.
The following publications showed steady growth in circulation implemented in 2012:
-with frequency output 1 every six months;
-with frequency output 1 every three months.
Demand for various categories of periodicals is very different depending on the region's retail formats and distribution of publications. Sales of the same newspapers and magazines in various shopping sites can have the opposite statistics, when the first show serious decline in sales, while others demand may increase.
In general, demand for periodicals in the similar shopping sites remained invariable. Reducing sales on like for like objects does not exceed 2% as sales fall of the thematic groups and the frequency offset by the growth of others.
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Press Distributors Association