Top Magazines

AMPS Universe (Adult Population in '000)
	Jan-Dec01 (2001B)	Jul01-Jun02 (2002A)	Jan-Dec02 (2002B)	Jul02-Jul03 (2003A)	Jan-Dec03 (2003B)	Jul03-Jun04 (2004)	Jan-Jun04 & Mar-Sep05 (2005)	Mar-Sep05 & Feb-Jul06 (2006)	Feb-Jun06 & Feb-Jun07 (2007A)				Feb-Nov07 (2007B)
	29 007	29 583	29 583	29 773	29 773	30 310	30 656	30 903	31 109				31 109
Weeklies									'000s	%	± %	± '000	'000s	%		± %	± '000
Auto Trader	−	−	−	−	−	−	−	1.1	478	1.5	0.15	47	571	1.8		0.18	56
Drum	6.2	6.5	6.3	6	5.5	4.9	4.4	4.1	1562	5.0	0.27	84	1776	5.7	+	0.31	97
Farmer's Weekly	0.4	0.4	0.4	0.4	0.4	0.4	0.4	0.4	131	0.4	0.08	24	147	0.5		0.10	30
FM (Financial Mail)	0.6	0.6	0.6	0.6	0.7	0.5	0.4	0.4	156	0.5	0.09	27	189	0.6		0.10	32
Finweek	−	−	−	−	−	−	−	0.3	54	0.2	0.06	17	73	0.2		0.06	19
Heat	−	−	−	−	−	−	−	1.1	416	1.3	0.14	44	491	1.6		0.17	53
Huisgenoot	7.3	7.2	6.8	7.3	7.2	7	6.7	6.8	2062	6.6	0.31	96	1950	6.3		0.33	102
Landbou Weekblad	0.9	0.9	0.9	1	1	0.9	0.9	0.9	250	0.8	0.11	34	218	0.7		0.11	35
Mense	−	−	−	−	−	−	−	−	n/a	n/a	n/a	n/a	121	0.4		0.09	27
Move!	−	−	−	−	−	−	−	−	518	1.7	0.16	50	773	2.5	+	0.21	66
People	2.1	2.1	2.1	2.2	2.5	2.2	2.2	2.3	773	2.5	0.19	60	904	2.9		0.23	70
Time	1	1	1.1	1.1	1.1	0.8	0.7	0.7	237	0.8	0.11	34	282	0.9		0.13	40
TV Plus	3.4	3.5	3.7	4.2	4.1	3.4	3.6	4.4	1466	4.7	0.26	82	1365	4.4		0.28	86
Vrouekeur	1.1	1.2	1.1	1.3	1.5	1.7	1.6	1.6	467	1.5	0.15	47	417	1.3		0.15	48
You	6.8	7	7.2	7.2	7.1	6.5	6.4	6.1	1936	6.2	0.30	93	2015	6.5		0.33	104
Zoo Weekly/Zoo Weekliks	-	-	-	-	-	-	-	-	-	-	-	-	174	0.6		0.10	32

Fortnightly
Kickoff	6.4	6.5	6.2	6.5	6.1	5.2	4.8	4.9	1677	5.4	0.28	87	1880	6.0		0.32	100

Monthlies
Amakhosi	−	−	−	−	−	−	−	3.1	1113	3.6	0.23	72	1174	3.8		0.26	80
Animal Talk	0.4	0.4	0.4	0.6	0.5	0.4	0.4	0.4	151	0.5	0.09	27	135	0.4		0.09	27
Baba & Kleuter	0.3	0.3	0.3	0.4	0.5	0.4	0.4	0.4	141	0.5	0.09	27	164	0.5		0.10	30
Bike SA Mag	1	0.9	0.9	1	1	0.9	0.8	0.7	204	0.7	0.10	32	218	0.7		0.11	35
Blunt Magazine	−	−	−	0.5	0.5	0.5	0.4	0.4	126	0.4	0.08	24	127	0.4		0.09	27
Bona	12.6	12.2	10.4	10.3	9	7.1	6.2	5.9	2055	6.6	0.31	96	2214	7.1		0.35	108
Car	2.9	2.8	2.8	3.1	3.4	3	2.9	2.9	872	2.8	0.21	64	908	2.9		0.23	70
Caravan & Outdoor Life	0.4	0.4	0.4	0.4	0.4	0.3	0.3	0.3	123	0.4	0.08	24	136	0.4		0.09	27
Club Magazine (Foschini Grp)	−	−	2.2	3.2	3.4	2.9	2.5	2.1	953	3.1	0.22	67	1307	4.2	+	0.27	84
Club Magazine (Lewis/Best Elec)	−	−	2	2.8	3.3	2.9	2.5	2.3	874	2.8	0.21	64	981	3.2		0.24	74
Computer Magazine SA	1	0.9	0.8	0.9	0.8	0.7	0.7	0.6	232	0.7	0.10	32	254	0.8		0.12	37
Compleat Golfer	0.4	0.4	0.4	0.4	0.5	0.4	0.3	0.4	133	0.4	0.08	24	110	0.4		0.09	27
Computeractive	−	−	−	−	−	−	−	−	−	−	−	−	114	0.4		0.09	27
Cosmopolitan	2.9	2.9	3	2.8	2.7	2.5	2.5	2.5	857	2.8	0.21	64	943	3.0		0.23	72
SA Country Life	0.5	0.6	0.5	0.5	0.5	0.5	0.4	0.4	172	0.6	0.10	30	177	0.6		0.10	32
Dish/Skottel (DSTV Guide)	−	−	1.4	1.8	2.1	1.8	1.8	2.2	782	2.5	0.19	60	780	2.5		0.21	66
Drive 2.0	1.2	1.1	1	1.1	1.2	0.9	0.7	0.7	156	0.5	0.09	27	94	0.3	#	0.07	23
Edgars Club	8.8	8.9	8.6	5	1.5	1.6	1.6	3.7	1950	6.3	0.30	94	2086	6.7		0.34	105
Elle	1.2	1.1	1.1	1.2	1.3	1.1	0.8	0.9	369	1.2	0.14	42	389	1.3		0.15	48
Enterprise	0.3	0.3	0.2	0.3	0.3	0.2	0.2	0.2	86	0.3	0.07	21	112	0.4		0.09	27
Essentials	1.3	1.2	1.2	1.3	1.1	1	0.8	0.7	235	0.8	0.11	34	220	0.7		0.11	35
Fair Lady	2.7	2.7	2.6	3	3.5	3	2.6	2.6	914	2.9	0.21	65	975	3.1		0.23	73
Femina	1.7	1.5	1.5	1.6	1.5	1.2	1	0.9	266	0.9	0.12	37	256	0.8		0.12	37
FHM	1.2	1.4	1.5	1.6	1.9	2	2	2.3	726	2.3	0.19	58	737	2.4		0.21	64
Finesse	0.9	1	1	1.1	1.1	1	0.9	1	343	1.1	0.13	40	309	1.0		0.13	42
Food & Home Entertaining	1.3	1.3	1.3	1.5	1.6	1.3	1.1	1.1	403	1.3	0.14	44	439	1.4		0.16	49
SA Garden & Home	2.3	2.3	2.2	2.3	2.4	2.2	1.9	1.9	595	1.9	0.17	53	569	1.8		0.18	56
The Gardener	−	−	−	−	−	−	−	−	190	0.6	0.10	30	197	0.6		0.10	32
SA Gardening	1	1	1	1.2	1.3	1.2	0.9	0.7	280	0.9	0.12	37	281	0.9		0.13	40
Getaway	2.2	2.1	1.9	2	2	1.8	1.6	1.5	475	1.5	0.15	47	429	1.4		0.16	49
Glamour	−	−	−	−	−	−	−	1.1	415	1.3	0.14	44	441	1.4		0.16	49
SA Golf Digest	0.3	0.4	0.3	0.4	0.4	0.4	0.3	0.4	129	0.4	0.08	24	132	0.4		0.09	27
Go!	−	−	−	−	−	−	−	−	−	−	−	−	133	0.4		0.09	27
GQ	0.8	0.9	0.9	1	1.1	1.1	0.9	0.9	319	1.0	0.12	39	320	1.0		0.13	42
Home	−	−	−	−	−	−	−	−	219	0.7	0.10	32	237	0.8		0.12	37
SA Home Owner	0.9	0.9	0.8	1	1	1	1	0.9	286	0.9	0.12	37	288	0.9		0.13	40
C Nast House&Garden	1.4	1.4	1.3	1.7	1.7	1.5	1.4	1.3	444	1.4	0.15	45	418	1.3		0.15	48
House & Leisure	1.1	1.1	1.1	1.2	1.1	1	0.9	0.8	247	0.8	0.11	34	251	0.8		0.12	37
Hustler	1.1	1.1	1	1.1	1.1	0.9	0.6	0.6	267	0.9	0.12	37	312	1.0		0.13	42
Ideas (Womean's Value) / Idees (Dit)	−	−	0.6	0.7	0.7	0.7	0.7	0.8	433	1.4	0.15	45	258	0.8	#	0.12	37
Insig	0.2	0.3	0.3	0.3	0.3	0.3	0.2	0.3	80	0.3	0.07	21	68	0.2		0.06	19
Jet Club	−	−	2	2.1	3.9	6.1	7	8.4	3074	9.9	0.37	116	3300	10.6		0.42	129
Leef met Hart & Siel	−	−	−	−	−	−	−	−	115	0.4	0.08	24	118	0.4		0.09	27
Living & Loving	2.4	2.4	2.1	2.2	2.3	1.8	1.5	1.5	494	1.6	0.16	49	543	1.7		0.17	54
Longevity	0.4	0.5	0.5	0.5	0.4	0.4	0.3	0.3	97	0.3	0.07	21	108	0.3		0.07	23
Loslyf	−	−	−	−	0.3	0.4	0.3	0.3	109	0.3	0.07	21	98	0.3		0.07	23
Magic/M (Mnet TV Guide)	−	−	0.6	0.9	1.1	0.8	0.7	0.6	139	0.4	0.08	24	119	0.4		0.09	27
Man Magnum	0.5	0.5	0.4	0.5	0.5	0.4	0.3	0.2	106	0.3	0.07	21	128	0.4		0.09	27
Marie Claire	1.3	1.3	1.3	1.3	1.3	1	0.8	0.9	317	1.0	0.12	39	315	1.0		0.13	42
Max Power	−	−	−	−	−	−	−	−	−	−	−	−	154	0.5		0.10	30
Mens Health	1.8	1.9	2.2	2.5	2.5	2.4	2.3	2.4	814	2.6	0.20	62	871	2.8		0.22	69
National Geographic	1.3	1.4	1.3	1.3	1.3	1.2	1	1	350	1.1	0.13	40	356	1.1		0.14	44
O The Oprah Mag	−	−	−	−	1.1	1	1.2	1.5	484	1.6	0.16	49	521	1.7		0.17	54
PC Format	0.6	0.6	0.6	0.7	0.7	0.6	0.5	0.6	188	0.6	0.10	30	216	0.7		0.11	35
Popular Mechanics	−	−	−	−	−	0.4	0.4	0.4	139	0.4	0.08	24	160	0.5		0.10	30
The Property Magazine	−	−	−	−	−	−	−	−	307	1.0	0.12	39	326	1.0		0.13	42
Reader's Digest	3.7	3.4	3.3	3.5	3.5	2.9	2.3	2.1	655	2.1	0.18	56	699	2.2		0.20	62
Real	−	−	−	−	−	−	−	−	406	1.3	0.14	44	425	1.4		0.16	49
Real Simple	−	−	−	−	−	−	−	−	−	−	−	−	35	0.1		0.04	13
Rooi Rose	2.8	2.7	2.5	2.9	2.9	2.5	2.3	2.3	709	2.3	0.19	58	655	2.1		0.19	60
Runners World	0.4	0.4	0.4	0.5	0.5	0.4	0.3	0.2	54	0.2	0.06	17	63	0.2		0.06	19
Sarie	2.5	2.4	2.4	3	3.1	2.8	2.5	2.4	734	2.4	0.19	59	639	2.1		0.19	60
SA 4X4	0.5	0.5	0.4	0.5	0.5	0.5	0.5	0.5	152	0.5	0.09	27	162	0.5		0.10	30
SA India	−	−	−	−	−	−	−	−	102	0.3	0.07	21	111	0.4		0.09	27
Shape	0.4	0.5	0.6	0.8	0.8	0.6	0.6	0.6	194	0.6	0.10	30	204	0.7		0.11	35
SL	0.7	0.7	0.6	0.6	0.6	0.5	0.4	0.4	112	0.4	0.08	24	85	0.3		0.07	23
Soccer Life	−	−	−	−	−	−	−	1.8	632	2.0	0.17	54	678	2.2		0.20	62
Soul	−	−	−	−	−	−	0.2	0.3	164	0.5	0.09	27	181	0.6		0.10	32
Speed and Sound Magazine	−	−	−	−	−	−	−	1.4	458	1.5	0.15	47	523	1.7		0.17	54
SA Sports Illustrated	2.3	2	2	2.1	2.1	1.8	1.3	1.3	441	1.4	0.15	45	432	1.4		0.16	49
Stywe Lyne Tight Lines	0.7	0.7	0.7	0.8	0.8	0.6	0.6	0.6	167	0.5	0.09	27	148	0.5		0.10	30
Succeed	−	−	−	−	−	−	−	−	85	0.3	0.07	21	131	0.4		0.09	27
Top Billing	−	−	−	−	−	−	−	0.8	335	1.1	0.13	40	389	1.3		0.15	48
TopBike	−	−	−	−	−	−	−	−	−	−	−	−	152	0.5		0.10	30
Topcar	1.6	1.6	1.7	1.8	2	1.7	1.6	1.5	445	1.4	0.15	45	500	1.6		0.17	53
TopMotor	−	−	−	−	−	−	−	−	−	−	−	−	216	0.7		0.11	35
Tribute	−	−	−	−	−	−	−	−	−	−	−	−	185	0.6		0.10	32
True Love	6.8	7.1	7.1	7.7	7.7	6.5	6.1	5.8	2007	6.5	0.31	95	2170	7.0		0.34	107
True Love Babe	−	−	−	−	−	−	−	−	−	−	−	−	180	0.6		0.10	32
Tuin Paleis	−	−	−	−	−	−	0.3	0.4	144	0.5	0.09	27	137	0.4		0.09	27
Tuis	−	−	−	−	−	−	−	0.4	165	0.5	0.09	27	163	0.5		0.10	30
Weg	−	−	−	−	−	−	−	−	219	0.7	0.10	32	256	0.8		0.12	37
Wegbreek	−	−	−	−	−	−	−	−	−	−	−	−	128	0.4		0.09	27
Wiel	0.6	0.6	0.5	0.5	0.6	0.5	0.4	0.4	107	0.3	0.07	21	106	0.3		0.07	23
Wine Magazine	0.3	0.3	0.3	0.3	0.4	0.4	0.3	0.3	127	0.4	0.08	24	138	0.4		0.09	27
Woman & Home	−	−	−	−	−	−	−	−	277	0.9	0.12	37	301	1.0		0.13	42
Your Baby	1.1	1.1	1	1.1	1.2	1	0.9	0.8	258	0.8	0.11	34	281	0.9		0.13	40
Your Family	2.3	2.2	2	2.2	2.2	1.9	1.5	1.5	466	1.5	0.15	47	431	1.4		0.16	49

Alternate Monthly
Aplus Club Magazine	−	−	−	−	−	−	−	−	−	−	−	n/a	211	0.7		0.11	35
Bicycling	−	−	−	−	−	0.2	0.2	0.3	91	0.3	0.07	21	81	0.3		0.07	23
Clicks ClubCard	−	−	−	−	−	−	−	3.3	1125	3.6	0.23	72	1157	3.7		0.25	79
SA Dance & Music	−	−	−	−	−	−	−	0.2	51	0.2	0.06	17	66	0.2		0.06	19
De Kat	0.4	0.4	0.4	0.5	0.5	0.4	0.2	0.3	95	0.3	0.07	21	78	0.3		0.07	23
Drive Out	−	−	−	−	−	−	−	−	−	−	−	−	65	0.2		0.06	19
Elle Decoration	−	−	−	−	−	−	−	−	−	−	−	−	218	0.7		0.11	35
FitPregnancy	−	−	−	−	−	−	−	0.4	135	0.4	0.08	24	138	0.4		0.09	27
Good Taste	−	−	−	−	−	−	−	−	67	0.2	0.06	17	80	0.3		0.07	23
Habitat	−	−	−	−	0.4	0.4	0.3	0.3	93	0.3	0.07	21	101	0.3		0.07	23
Hype	−	−	−	−	−	−	−	−	174	0.6	0.10	30	230	0.7		0.11	35
Leisure Wheels	−	−	−	−	−	−	−	−	−	−	−	−	103	0.3		0.07	23
Men's Health Living	−	−	−	−	−	−	−	−	−	−	−	−	333	1.1		0.14	44
Taste	−	−	−	−	−	−	−	−	160	0.5	0.09	27	210	0.7		0.11	35
Threads & Crafts	−	−	−	−	−	−	0.2	0.3	103	0.3	0.07	21	96	0.3		0.07	23
Vuk'uzenzele	−	−	−	−	−	−	−	−	−	−	−	−	628	2.0		0.19	59
Y Mag	0.9	1	1.1	1.5	2	1.8	1.5	1.4	425	1.4	0.15	45	440	1.4		0.16	49
Your Child	−	−	−	−	−	−	−	−	−	−	−	−	193	0.6		0.10	32
Your Pregnancy	−	−	0.7	0.8	0.9	0.8	0.8	0.7	281	0.9	0.12	37	318	1.0		0.13	42

Quarterly
AA Traveller	1.1	1.1	1	1.2	0.9	0.5	0.5	0.5	133	0.4	0.08	24	124	0.4		0.09	27
FullTime	−	−	−	−	−	−	−	2.3	119	0.4	0.08	24	−	−		−	−
In House Club	−	−	−	1.4	1.6	1.2	1.2	1.2	339	1.1	0.13	40	358	1.2		0.15	46
Personal Finance	−	−	−	0.6	0.7	0.6	0.6	0.6	179	0.6	0.10	30	188	0.6		0.10	32
VISI	−	−	−	−	−	−	−	0.2	75	0.2	0.06	17	82	0.3		0.07	23
Vodaworld	2	2.4	2.3	2.6	2.9	2.8	2.6	2.9	977	3.1	0.22	67	1043	3.4		0.24	76

The following table gives the latest readership figures for magazines from SAARF AMPS 2007B, compared to SAARF AMPS 2007A.

Over and above the thousands of readers and percentages of the total adult population for each publication, the table also indicates the range (both in percentages and thousands) in which the true readership figure lies, with a statistical certainty of 95%.

The table indicates that there is a range of plus or minus 0.18%; and plus or minus 56,000 readers. This means that we can be 95% certain that the true value of Auto Trader lies somewhere in the range (1.8 – 0.18% to 1.8 + 0.18%, that is, 1.62% to 1.98%) or (571,000 – 56,000 to 571,000 + 56,000, that is, 515,000 to 627,000 readers).

The table indicates that there is a range of plus or minus 0.31%; and plus or minus 97,000 readers. We can, therefore, be 95% certain that the true range of Drum lies in the range (5.7 – 0.31% to 5.7 + 0.31%, that is 5.39% to 6.01%) or (1,776,000 – 97,000 to 1,776,000 + 97,000, that is, 1,679,000 to 1,873,000 readers).

It is important to bear these ranges in mind when comparing readership from one survey to another. The readership figures for AMPS 2007A also have a range of possible values, and only when there is no overlap between the AMPS 2007A and AMPS 2007B ranges, is the readership figure in the one survey significantly different from the other survey with a 95% degree of statistical certainty.

In the table, the publications with readership that differs significantly between AMPS 2007A and AMPS 2007B are indicated as follows:

In the case of the two examples, Auto Trader readership is essentially the same between the two years because the range for Auto Trader in AMPS 2007A (1.35% to 1.65%) overlaps with the range for Auto Trader in AMPS 2007B (1.62% to 1.98%). However, in the case of Drum readership, there is no overlap between the two years (4.73% to 5.27% in AMPS 2007A and 5.39% to 6.01% in AMPS 2007B). The Drum readership in AMPS 2007B has, therefore, significantly increased from AMPS 2007A.

Readership of Magazines