IVW 3/2008: Kinderzeitschriften im Umbruch

Die unlängst veröffentlichten Zahlen der IVW 3/2008 zeigen das Segment der Kinderzeitschriften im Umbruch. Nachdem die “Micky Maus” bereits im vergangenen Quartal die Pole Position einbüßen musste, hat sie weiter Federn gelassen und verlor ca. 85.000 junge Leser. Auch Platzhirsch GEOlino musste einen Auflagenrückgang von 4.9 Prozent hinnehmen. Gewinner gibt es kaum. Lediglich die zahlreichen Neuerscheinungen bescherten der Branche ein leichtes Wachstum.


Die Liste der Verlierer ist lang. Neben der “Micky Maus” und “GEOlino” mussten auch “Spongebob”, “Bussi Bär”, “Winni Puh”, “Wendy”, “Disneys Prinzessin”, “Benjamin Blümchen”, “Witch”, “Bibi Blocksberg”, “Bibi und Tina” sowie “Barbie” und “Biene Maja” teils deutliche Rückgänge hinnehmen. Von den etablierten Magazinen konnten sich lediglich “Bob der Baumeister” (+ 1,8 %) und “Prinzessin Lillifee” (+ 10,1 %)  verbessern.

Dass das Segment trotzdem ein Wachstum verzeichnet, ist allein den Neuerscheinungen zu verdanken. Allen voran punktete “Lillifee und das Einhorn” mit beachtlichen 137.000 verkauften Heften.  Auch “Winx Club”, “GEOlino  Extra”,  ”Pokemon” und das “Hello Kitty Magazin” legten einen erfolgreichen Start hin.

Die Neuordnung des Kinderzeitschriftenmarktes schreitet somit weiter voran. Trotz leicht steigender Gesamtverkäufe bleibt der junge Leser hart umkämpft.  Etablierte Titel sind gezwungen, mit frischen Konzepten dem Abwärtstrend entgegenzutreten. Neue Titel müssen sich behaupten. Weitere Neuerscheinungen folgen. Dieses Segment bleibt spannend.

Hier die Auflagen der IVW 3/2008 im Detail:

IVW 3/2008 - Kinderzeitschriften - Quelle: dwdl.de

IVW 3/2008 - Kinderzeitschriften - Quelle: dwdl.de


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Trackbacks/Pingbacks

  1. ROXXO | IVW 4/2008: Kinderzeitschriften mit Verlusten | Auflage, Geolino, Hello Kitty, Horseland, IVW, Micky Maus, Prinzessin Lillifee, Spongebob - 16. Jan, 2009

    [...] musste besonders das Micky Maus Magazin nach einem schlechten dritten Quartal nochmals Federn lassen. Auch auf den folgenden Plätzen gibt es wenig Grund zur Freude. Alle [...]

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