IVW 1/2009: Jugendmagazine erholen sich

Der positive Trend in der Jugendpresse setzt sich fort: Die etablierten Jugendtitel können in Krisenzeiten die Talfahrt stoppen – legen sogar zu. Neue und wenig auflagenstarke Hefte müssen jedoch weiterhin schmerzhafte Verluste hinnehmen. Halten sich die Jugendlichen in Krisenzeiten an bekannte Marken oder können auflagenstarke Titel effektiver gegensteuern? Werfen wir einen kurzen Blick auf Gewinner und Verlierer.

Mit einer verkauften Auflage von 491.811 (+ 13,1 %) gehört die viel gescholtene “BRAVO” zweifelsohne zu den Gewinnern dieses Quartals. Gegenüber dem Vorjahresquartal wurde die Druckauflage um 43.700 Exemplare erhöht, die Anzahl der Abonnenten sank jedoch weiter auf 73.510. Der generierte Zuwachs wurde augenscheinlich über den freien Verkauf im Inland erzielt (EV-Verkauf).

Auch die “Hey!” kann sich zu den Gewinnern zählen, konnte sie gegenüber dem Quartal 1/2008 satte 29 Prozent zulegen. Auch hier ist ein Großteil des Wachstums dem freien Verkauf zuzuschreiben. Jedoch scheint auch der Auslandsverkauf etwas angezogen zu haben. Hier wurde die Liefermenge deutlich erhöht, aber auch die Zahl der nicht verkauften Remittenden ist sichtbar angestiegen.

Schmerzhafte Verluste musste der einmal mehr der Panini-Titel “Pferde – Frende für´s Leben” hinnehmen. Hier haben der In- und Auslandsabsatz gleichermaßen gelitten, auch die Druckauflage wurde reduziert. Ebenfalls bedenkliche Entwicklunden nahmen die Auflagenzahlen von “Jessi” (-32,1 %), MAD (- 34,2 %) und dem “GZSZ-Magazin” (-27,8 %). Hier die IVW-Zahlen der Jugendpresse im Detail:

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