Kenny Lim
Oct 30, 2009

Her World readership tumbles as Singaporean women move online

SINGAPORE - Despite maintaining its lead as Singapore's top women's magazine, readership figures for SPH Magazines' Her World have fallen.

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According to the Nielsen Media Index 2009 survey, Her World stayed on top in the women’s magazine category in Singapore with a readership of 196,000. Her World’s monthly readership was 214,000, according to Nielsen’s Media Index 2008.

The magazine had undergone a revamp to boost its image in March.

Other female titles by SPH Magazines, such as Nuyou, a Chinese women's magazine, saw an increase in readership from 30,000 last year to 36,000 this year.

Female, another leading fashion and beauty magazine, maintained a readership of 135,000. SPH Magazines' other women’s titles include Simply Her, Seventeen and Shape.

According to a media agency source, the dips and changes in readership are indicative of growing fragmentation and a shift toward online sites and content.

She said: “The readership dip for Her World is not unexpected as readers are turning toward beauty and shopping sites online such as CozyCot for content.”

She added: “There’s a shift among advertisers too. Brands are also becoming more active in pushing out content and promotions for their own products online to draw consumers. For something like skincare, online is a more robust platform to appeal to female consumers.”

The source noted that women’s titles such as Shape would do better as fitness is growing and getting support from brands while Nuyou’s growth is indicative of a rising affluent demographic group in Singapore who are now seeking lifestyle pursuits and are comfortable with the language. 


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