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UK

05/03/2013

Audit Bureau of Circulations (ABC) figures for sales of motorcycling consumer titles in the UK during 2012 show continuing attrition for the weekly and monthly market leaders, and uninterrupted decline for those specialising in sports bikes.

Bauer Media’s flagship weekly Motor Cycle News was down by six per cent at an average of 94,941 copies, sinking below the 100,000 watershed for the first time in several decades. Bauer’s leading monthly Bike took a bigger hammering, losing 14 per cent to an average 44,277 copies, its lowest figure for more than 30 years.

Strongest titles in the Bauer stable were RiDE, holding steady at 40,434 (an actual increase of four readers per month!), and Classic Bike, dropping by just 3.5 per cent to 41,191 copies.

Waning interest in the sports arena was again evident, with the circulation of Future Publishing’s market leader Fast Bikes plunging by 19.5 per cent to a monthly average of 20,553 copies. Bauer’s Performance Bikes also lost a further 11 per cent, falling to 18,811 copies. The other contender in this slot, Superbike, no longer declares ABC-verified sales.