{"id":4347,"date":"2013-04-02T12:56:35","date_gmt":"2013-04-02T12:56:35","guid":{"rendered":"https:\/\/www.journalismlab.nl\/?p=4347"},"modified":"2021-07-22T12:00:30","modified_gmt":"2021-07-22T12:00:30","slug":"damesleed-1","status":"publish","type":"post","link":"https:\/\/www.journalismlab.nl\/en\/damesleed-1\/","title":{"rendered":"Damesleed #1"},"content":{"rendered":"

De tijd dat er vrijwel geen Nederlands gezin zonder ‘damesblad’ was, ligt ver achter ons. Binnen tien jaar verloren de vrouwenweekbladen een derde van hun oplage. <\/strong><\/p>\n

Libelle<\/a>,\u00a0het vlaggenschip van de Nederlandse vrouwentijdschriften ging van 600.000 exemplaren in 2002 naar 400.000 in 2012. Margriet<\/a> duikelde met ruim 40% van 392.000 naar 226.00.<\/strong><\/p>\n

Ook de ‘kleinere’ titels delen in de malaise. Flair<\/a> (-27%) ging van 114.000 naar 83.000; Viva<\/a> raakt meer dan de helft van haar betaalde oplage kwijt: van 113.000 naar 63.000.<\/p>\n

Audax<\/strong>
\nDe vijfde Sanoma-titel, Grazia<\/a>, kende in de eerste jaren van haar bestaan (2008-2011) permanent groei tot 82.000, maar zag in 2012 de oplage dalen met 10% naar 74.000.<\/p>\n

Audax-titel Vriendin<\/a> hield de schade beperkt met een verlies van 6%. \u00a0Audax-zusterblad PRiMERO (voorheen: Primo) zag een kwart van de oplage verdwijnen in de laatste tien jaar. (klik op grafiek voor grotere versie)<\/p>\n

\"\"<\/a><\/p>\n

Nederland kent twee 14-daagse vrouwenbladen: Esta<\/a> (Sanoma) en Mijn Geheim (Audax).<\/p>\n

Esta groeide alleen in het eerste jaar, daarna zette de daling in tot 41.000 in 2012. Mijn Geheim<\/a> verliest 40% sinds 2002.<\/p>\n

\"\"<\/a><\/p>\n

\n

Over de redenen voor de daling wordt veel gespeculeerd<\/a>. In ieder geval is het een segment met bijzonder veel concurrentie door maandbladen, customer media, buitenlandse titels en websites.<\/p>\n

Overigens: de bezoekers van de websiets van de tijdschriften en de verkochte digitale exemplaren zijn hier niet meegeteld.<\/p>\n

Generatie<\/strong><\/p>\n

Minstens zo belangrijk is dat een tijdschrift meegroeit met een generatie, voor nieuwe generaties dus nieuwe titels (en lang niet altijd op papier). Nieuwe lanceringen hebben dus meer kans dan het vernieuwen van bestaande titels.<\/p>\n

Over de methode: 1998 is het 4e kwartaal, 2012 is het jaargemiddelde berekend op basis van de vier aparte kwartalen die gerapporteerd zijn door HOI-online<\/a>.<\/p>\n

Morgen: deel 2: de glossies…<\/p>","protected":false},"excerpt":{"rendered":"

De tijd dat er vrijwel geen Nederlands gezin zonder ‘damesblad’ was, ligt ver achter ons. Binnen tien jaar verloren de vrouwenweekbladen een derde van hun oplage. Libelle,\u00a0het vlaggenschip van de Nederlandse vrouwentijdschriften ging van 600.000 exemplaren in 2002 naar 400.000 in 2012. Margriet duikelde met ruim 40% van 392.000 naar 226.00. 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