Auch das erste Quartal 2010 konnte den Jugendmagazinen keine wirkliche Trendwende bescheren. Nach gut einem Jahr mit positiven Tendenzen musste Platzhirsch „BRAVO” wieder Federn lassen. Im Feld der etablierten Titel konnte sich lediglich die „Popcorn” mit leichtem Wachstum behaupten. Die Jugendmagazine „Hey!”, „Mädchen” und „Top of the Pops” mussten dramatische Einbußen hinnehmen. Mehr als 90.000 Leser kehrten allein diesen drei Heften den Rücken. Hier ein Blick auf´s Detail.
Branchenprimus „BRAVO” konnte sich mehr als ein Jahr über eine leicht positive Entwicklung freuen. Mit den aktuellen IVW Zahlen dürfte auch im Hause Bauer gedämpfte Stimmung Einzug halten. Mehr als 18.000 Leser verabschiedeten sich im Vergleich zum Vorjahr. Dabei konnte die Abonnentenzahl sogar leicht auf 76.000 gesteigert werden. Jedoch war die Menge der Remittenden mit knapp 196.000 seit 2006 nicht mehr so hoch.
Einzig die „Popcorn” zeigt eine nennenswerte positive Entwicklung. Eine Auflagensteigerung von 5.3 Prozent verhilft dem Heft zum Sprung über die 200.000er Marke. Auch hier konnten die Abo-Zahlen leicht gesteigert werden, das Wachstum resultiert jedoch maßgeblich aus dem Kiosk-Geschäft.
„Hey!”, „Mädchen” und „Top of the Pops” dürfen getrost als die großen Verlierer dieses Quartals bezeichnet werden. Die „Hey!” büßte 31.930 Leser ein, die „Mädchen” 24.660 und die „TOTP” sogar 37.484, welche mehr als 50 Prozent der gesamten Leserschaft darstellen. Alle Hefte mussten diese dramatischen Einbußen im freien Kioskverkauf hinnehmen.
Aus Neueinsteiger konnte sich „Wickie und die starken Männer” mit 89.430 Exemplaren gut etablieren, jedoch ist dieses Heft wohl eher zu den Kindermedien zu zählen. Auch „Tiere – Freunde für´s Leben” konnte die Auflage um 17.936 Exemplare und somit um mehr als 60 Prozent steigern. Hier resultiert das Wachstum aus dem Kiosk- und Auslandsverkauf, wobei sich die Abozahl im gleichen Zeitraum nahezu halbiert hat.
Lässt man die Neuerscheinungen einmal außen vor, hat der Gesamtmarkt der etablierten Jugendzeitschriften weiter spürbar nachgegeben. 104.028 Leser (5,9 %) kehrten den Jugendtiteln den Rücken. Die drei Neuen konnten im gleichen Zeitraum zwar 188.542 Leser hinzugewinnen, jedoch müssen diese sich zunächst behaupten und die in der Regel subventionierte Markteinführung überstehen.
Hier die Zahlen im Detail:
| Verk. Auflage I/2010 |
Verk. Auflage I/2009 |
Veränderung in Prozent |
Veränderung absolut |
|
| Bravo | 473.763 | 491.811 | - 3,7 |
- 18.048 |
| Popcorn | 201.507 | 191.349 | + 5,3 | + 10.158 |
| Bravo-Girl | 178.393 | 180.148 | - 1,0 |
- 1.755 |
| Hey! | 147.120 | 179.050 | - 17,8 | - 31.930 |
| Mädchen | 139.817 | 164.477 | - 15,0 |
- 24.660 |
| Yeah! | 96.215 | 93.000 | + 3,5 |
+ 3.215 |
| Wickie und… | 89.430 | — | k.V.m. |
k.V.m. |
| Pferd & Co | 52.795 | — | k.V.m. |
k.V.m. |
| Pferde – Freude | 48.827 | 50.470 | - 3,3 |
- 1.643 |
| Tiere – Freunde | 47.763 | 29.827 | + 60,1 |
+ 17.936 |
| Star Wars | 46.318 | — | k.V.m. | k.V.m. |
| Bravo Hip-Hop | 45.354 | 56.612 | - 19,9 | - 11.258 |
| Simpsons Comics | 41.430 | 33.591 | + 23,3 |
+ 7.839 |
| Spot on | 37.413 | 39.070 | - 4,2 |
- 1.657 |
| Jessy | 37.303 | 30.434 | + 22,6 |
+ 6.869 |
| Top of the Pops | 36.672 | 74.156 | - 50,5 |
- 37.484 |
| Game Master | 34.626 | 45.901 | - 24,6 |
- 11.275 |
| MEGA Hiro | 32.614 | 35.102 | - 7,1 |
- 2.488 |
| Card Master | 28.527 | 38.699 | - 26,3 |
- 10.172 |
| GZSZ-Magazin | 24.598 | 28.025 | - 12,2 |
- 3.427 |
| MAD | 21.909 | 16.157 | + 35,6 |
+ 5.752 |
Quelle: PZ-Online
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