Die Talfahrt verlangsamt sich augenscheinlich. Die deutschen Jugendzeitschriften konnten laut IVW 4/2008 punktuell den Abwärtstrend stoppen. Angeblich. Von wenigen Ausnahmen abgesehen, mussten die Jugendhefte jedoch abermals drastische Absatzeinbrüche verzeichnen. Und selbst diese Ausnahmen geben Anlass zum Zweifel an der schrittweisen Gesundung der Zunft. Werfen wir einen Blick auf´s Detail:
Der selbst ernannte ehemalige Branchenprimus “Spiesser” konnte sich zwar auf hohem Niveau etablieren, hat die magische, selbst gesteckte Grenze von einer Million Heften jedoch knapp verpasst. Der “Spiesser” ist kostenlos, finanziert sich genau wie der “Abiturient” aus Werbeeinnahmen. Dieser konnte im Vergleich zum Vorjahr seine Auflage um 130.000 Exemplare steigern. Bereits zum dritten Quartal 2008 hat der Verlag die Druckauflage auf (nach eigenen Angaben) 180.000 Hefte aufgestockt. Bei allen frei verbreiteten Titeln fehlt mir jedoch deutlich der Glaube an die wirkliche Durchdringung in der Zielgruppe.
Der stärkste Kauftitel, die “Bravo“, konnte ebenfalls um 7,5 Prozent zulegen. Hier muss sicherlich genauer betrachtet werden, wo genau dieser Zuwachs herrührt. Auffällig in den vergangenen Quartalen war neben einer ständigen Abnahme der Abonnentenzahlen auch der starke Anstieg der Auslandsauslieferungen. All dies deutet erst einmal nicht auf eine steigende Leserzahl in Deutschland hin. Gleiches gilt übrigens für die “Bravo Girl”, ebenfalls aus dem Bauer Verlag, die ihre Auslandsverbreitung schon zum dritten Quartal 2008 um 42 Prozent erhöht hat.
Alle anderen etablierten Jugendtitel wie “Popcorn“, “Mädchen” oder “Top of the Pops” mussten weitere, teils schwerwiegende Rückschläge hinnehmen. Allen vorweg das “GZSZ Magazin“, dass sich im Vorjahresvergleich von nahezu der Hälfte der Leser verabschieden musste.
Nach meiner bescheidenen Meinung scheint sich der Markt, im Gegensatz zur viel publizierten “Wende” keineswegs zu erholen. Alle signifikanten Auflagenzuwächse wurden von frei verbreiteten Titeln durch simple Erhöhung der Druckauflagen erzielt postuliert. Die zu den weniger Gewinnern zählende, neue “YEAH!” (auch Bauer) hat sich mit rund 35 Prozent Remittenden (IVW 3/2008) noch längst nicht etabliert. Traditionstitel, die eine erhöhte Leser-Blatt-Bindung vermuten lassen, verlieren weiter deutlich an Auflage. Beunruhigende Zeichen, die eher auf ein Schönfärben der weiterhin äußerst dramatischen Situation hindeuten.
Hier die Auflagen im Detail:
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