Tech titles on downward spiral

Technology publications continue to steadily decline, according to the latest figures from the Audit Bureau of Circulations (ABC).

The only three titles left in the ABC game are APC, PC Authority and PC User, all of which experienced a decrease in figures compared to this time last year. APC's figures were down by 10.9 per cent from 36,123 to 32,191 and PC Authority's circulation dropped by 7.75 per cent from 29,647 to 26,349.

PC User, Australia's highest circulating tech magazine, also suffered an 8.44 per cent decrease in the last year. However, PC User has lifted its numbers since the last ABC round-up six months ago from 42,011 to 42,177. At that time, APC was sitting at 36,123 while PC Authority was on 29,647.

"There's no doubt it's still a very tough market, so overall, comparing the results against the previous audit, I think it's quite encouraging for the top three PC mags. Of course, I'm more pleased with PC User's result. We've fought back against the trend and had an increase over the previous audit, pushing PC User's circulation lead even higher," said PC User editor Glenn Rees. "I can't put it down to any one factor. The release of Window 7 probably helped a bit, but basically, it took a lot of hard work on every issue, and we know that we've got a lot of hard work ahead of us to maintain or increase circulation."

Meanwhile, PC PowerPlay has dropped out of the audit since the last audit in June. According to PC PowerPlay editor Anthony Fordham, "it's pretty simple, there are no other games titles auditing. The audit figure doesn't seem to do anything for us, advertisers don't seem interested in it anymore. And obviously it does cost us a considerable amount of money to get audited, which we could put into the the magazine in other ways."

ABC audit results for June to December 2009

APC 32,191 (36,123) -10.9%
Australian PC Authority 26,349 (29,647) -7.75%
PC User 42,177 (46,067) -8.44%

* Figures in brackets denote circulation from June - December 2008