IVW 1/2009: Kinderzeitschriften weiter auf Talfahrt

Nachdem der Trend für die Kindertitel schon im Quartal 4/2008 nach unten zeigte, hat sich dieser nun weiter manifestiert. Es gibt wenig Gewinner. Die “Schlachtschiffe” der Branche verlieren weiter an Auflage, einige neue Titel trotzen jedoch der Krise und erkämpfen sich die Gunst der jungen Leser.

Der Abwärtstrend der “Micky Maus” scheint kaum noch aufzuhalten. Verzeichnete das Heft im Quartal 1/2007 noch 330.000 verkaufte Exemplare, muss sich Egmont Ehapa inzwischen mit 212.000 begnügen. Dies entspricht einem Verlust mehr als eines Drittels der gesamten Leserschaft.

Spitzenreiter “GEOlino” konnte die Führung zwar verteidigen, musste jedoch erneut leichte Verluste hinnehmen. Besonders hart erwischte es “Lillifee und das Einhorn“. Gegenüber dem Vorjahresquartal verlor der Titel nahezu 50.000 (- 33,2 %) junge Leser. “Frag doch mal die Maus” erscheint zwar auf den ersten Blick als Verlierer, konnte jedoch nach dem Erscheinen drei Quartale in Folge sichtbar zulegen. Vor allem die Entwicklung der Abonnenten gibt Anlass zu verhaltenem Optimismus.

Wenden wir uns nun einigen Gewinnern zu. Hier konnten unter anderem zwei alte Bekannte punkten: Die “Wendy” und die “Barbie“. Egmont Ehapa hat nach einer langen Talfahrt der “Wendy” reagiert. Die Zahl der verkauften Exemplare hatte sich im Zeitraum von Quartal 3/2007 bis 4/2008 fast halbiert. Nun wurde die Druckauflage drastisch erhöht und der Kioskverkauf konnte zulegen. Allerdings stieg zwangsläufig auch die Anzahl der Remittenden. Auch die Abonnentenzahl ging weiter zurück. Ob dieser Kraftakt den Trend umzukehren vermag? Wir werden es beobachten. Hier die Zahlen im Detail:

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