The RTÉ Guide, the largest-selling magazine in the State, has suffered a circulation decline of 4.4 per cent as competition continues to grow from rival publications.
According to figures from the Audit Bureau of Circulations (ABC), the magazine posted an average circulation of 113,033 in the second half of 2004. This was down from 118,263 in the equivalent period in 2003.
Competition from newspapers and other magazines is cited by many advertising sources as the reason behind the drop in circulation.
However, the magazine has responded with a campaign emphasising that it offers more than just listings.
While its figures were down when comparing similar periods, the magazine did increase its circulation in the second half of the year compared to the first, a statement pointed out.
It said circulation of 113,033 for the period July to the end of December 2004 was 6.4 per cent up on the January to June 2004 figure. "The latest ABC audit indicates that the RTÉ Guide circulation has made steady progress and reinforces its position as Ireland's largest-selling magazine. This is mirrored by the reaction of the advertising industry - the RTÉ Guide had its strongest ever year in 2004 in terms of revenue."
According to Ms Múirne Laffan, executive director of RTÉ Publishing, the magazine was using detailed research to refine its offering. "We are responding to the consumer appetite for real value, not by slashing price but by giving them a better and bigger magazine."
The RTÉ Guide is currently locked in fierce competition with TVNow, which on Wednesday reported a strong circulation rise.