Die unlängst veröffentlichten Auflagenzahlen der Printfraktion bescherten den Jugendmagazinen wenig Grund zur Freude. Die Branche ist zwar Kummer gewohnt, doch so Dicke wie im Quartal 4/2010 kam es selten. So musste sich die Mutter aller Jugendzeitschriften, die „BRAVO”, im Vergleich zum Vorjahr von nahezu einem Viertel ihrer jungen Leser verabschieden. Dramatische 23,4 Prozent, bzw. 119.981 Leser betrug der Rückgang. Eine Entwicklung, die landläufig wohl als „erdrutschartige Einbrüche” bezeichnet werden dürfte. Doch auch den geschätzten Marktbegleitern erging es kaum besser. Die „Popcorn” trauert 17,3 Prozent (32.945) ihrer Leser nach, die „Mädchen” 17,1 Prozent (25.869) und die „Yeah!” 21,1 Prozent (19.338). Lediglich die „Pferd & Co.” konnte sichtbar profitieren und gewann beachtenswerte 39 Prozent (23.254 Leser) hinzu.
Diese Zahlen zeigen einmal mehr, dass den Jugendzeitschriften zugkräftige Konzepte und Argumente fehlen, um sich gegen den digitalen Wettbewerb im Internet behaupten zu können. Das veränderte Medienkonsumverhalten von Jugendlichen zwingt die Verlage, Alleinstellungen der Printobjekte zu erarbeiten bzw. wirkungsvolle Cross-Media-Konzepte zu entwickeln. Doch anstatt Mut und Zielgruppennähe zu beweisen, steht man rat- und tatenlos vor den Zahlen und beklagt das eigene Schicksal.
Wen wundert es, dass Werbetreibende im Jugendmarketing kaum noch auf Print setzen. Die Jugend lebt online. Als Massenmedium, um die eigene Marke in weiten Teilen der jungen Zielgruppe bekannt zu machen bzw. zu halten, können Jugendmagazine – selbst im Mix – kaum noch Verwendung finden. Zu klein sind die verkauften Auflagen, zu gering die Reichweiten, zu hoch der TKP. In wie weit sich die Titel im Internet, z.B. in Social Networks behaupten können, bleibt abzuwarten. Die offizielle Facebook-Gruppe der „BRAVO” verzeichnet immerhin schon 81.000 „Likes”, die der „Popcorn” jedoch erst beschauliche 4.800.
Hier die Auflagenzahlen der IVW 4/2010 im Detail: (Quelle: DWDL.de)
Verk. AuflageIV/2010 |
Verk. AuflageIV/2009 |
Veränderungin Prozent |
Veränderungabsolut |
|
Bravo |
392.377 |
512.358 |
-23,4 %
|
-119.981 |
Bravo-girl |
167.538 |
181.907 |
-7,9 %
|
-14.369 |
Popcorn |
157.036 |
189.990 |
-17,3 %
|
-32.954 |
Mädchen |
125.780 |
151.649 |
-17,1 %
|
-25.869 |
Pferd & Co. |
82.828 |
59.574 |
+39,0 %
|
+23.254 |
Yeah! |
72.513 |
91.851 |
-21,1 %
|
-19.338 |
Twist |
63.374 |
— |
—
|
— |
Bravo Hip-hop |
55.119 |
46.656 |
+18,1 %
|
+8.463 |
Spot On |
23.299 |
27.133 |
-14,1 %
|
-3.834 |
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