Compiled by the Audit Bureau of Circulations (ABC), the figures for the average net circulation per issue show that DWA dropped below the 50,000 mark for the first time, to 48, 470.
DWM’s sales, however, have remained fairly steady, with 33, 564 copies sold per issue in July- December 2010; 30, 682 in early 2011; and 30, 614 in July-December 2011. However it continues to draw more readers than SFX.
DWA’s hey-day was over five years ago, upon its release, with an average of 107, 557 between July and December 2006, with an impressive increase to 154,989 in the same period in 2007. While this figure has dropped dramatically – to 50, 013 in January- June 2011 – the majority of magazines sales have dropped massively over the last few years.
The magazine industry has been so precarious recently that many titles have ceased publication, like Wallace & Gromit and Torchwood. Though it’s not included in the statistics (which only cover UK comics and children’s magazines), we must also remember that Doctor Who Insider met with the same fate just a few months ago.
Ben 10 is still the highest-selling title in the ‘adventure comics’ category, selling 64, 671 between July- December 2011. Even this has dropped, however, from around 71,000 in late 2010/early 2011.
Few sales have increased. The ones that have are generally under the Fun to Learn imprint, like Fun to Learn: Friends (74, 284 in late 2011) and Fun to Learn: Peppa Pig (76,834), the latter of which is the highest-selling UK comic/children’s magazine listed.
The falling figures for both DWM and DWA may sound worrying, but the publications are still going strong; popular titles like The Dandy and Commando Comics are estimated to sell about 7- 8,000 copies per issue.
Sales for January- June 2012 are expected to be released in August.
With so many Doctor Who titles disappearing into the void – Battles in Time, DWI, Torchwood – you can sleep soundly with the knowledge that DWM and DWA will remain firmly on shelves for the foreseeable future.