SPH Magazines is market leader (ST)

BackOct 29, 2009

Its magazines draw the largest readerships in four out of six categories

THE magazine arm of Singapore Press Holdings (SPH) has kept its position as market leader in the local magazine industry, this year's Nielsen Media Index showed.

Its magazines topped the readership stakes in four out of six categories, although some of them suffered a drop in reader numbers.

In the women's magazines category, Her World emerged No 1, while Men's Health was top among men's magazines.

In the parenting magazines category, Young Parents came first, and Home and Decor topped the interior design magazines category.

Her World retained its spot despite readership falling from 214,000 last year to 196,000 this year. Home and Decor's readers dropped by 1,000 to 82,000 this year.

Bucking this trend, readership for Men's Health grew from 70,000 last year to 105,000 this year, and Young Parents edged up by 2,000 to 45,000 this year.

These figures were released by SPH yesterday, soon after the same survey revealed that Singapore's most widely read newspaper, The Straits Times, held on to its 1.4 million readers – a laudable achievement in a year when many newspapers around the world lost readers to the Internet.

The Nielsen Media Index, regarded as the most authoritative here, polled 4,687 people over 15 years of age on their media consumption habits. The survey is in its 41st year.

SPH Magazines' other niche titles also gained greater readership, said the wholly owned subsidiary of SPH.

Nuyou, SPH Magazines' Chinese-language magazine for women, the only such magazine in its category here, grew its readership from 30,000 last year to 36,000 this year with a recent revamp.

Mr Loh Yew Seng, chief executive of SPH Magazines, said the survey results were a "source of motivation" for the teams behind these publications.

"We are heartened that our titles continue to be the best-read publications. It shows that our constant efforts to strengthen and refresh our products have kept our magazines in top quality and helped them stay relevant to our readers," he added.

Magazines put out by other companies triumphed in the remaining two categories.

Singapore-based magazine publisher Key Editions' Teenage magazine landed the top spot in the teen category, while Highway magazine, the official publication of the Automobile Association of Singapore, drove away with pole position in the automobile category.