Shape expands in tough female glossy category

Shape magazine has continued its steady growth in circulation, posting 54 407 for the July - Dec '04 ABC - an increase of 4.6% on the previous period. This reaffirms Shape's position as the leading health and beauty magazine in South Africa. The magazine also has the highest subscription base of all women's glossies - an incredible 26% of total circulation (over 14 000 paid subscribers).

Lani Carstens, publisher of Shape comments, "The female glossy category has become increasingly competitive over the past four years. The average 30-year-old English-speaking South African woman has 10 glossies to choose from every month. It is an extraordinary achievement for Shape to continue to maintain a healthy and steady circulation growth under these tough circumstances."

Competitors which have seen a decrease in circulation include Elle (37 267, -2.5%); Femina (44 883, -8.3%); Longevity (22 200, -10.2%); Marie Claire (43 110, -17%) and Oprah (62 754, -9.8%)

The recent appointment of editor, Toni Younghusband, has brought some changes to the magazine, including greater focus on fashion and beauty. "The Shape woman cares about her body; it makes sense that she also cares about her skin and her wardrobe. Readers are loving what we're doing, judging by their enthusiastic letters."