Hannanprint is riding the massive popularity of the big two supermarket magazines, printing million of copies a months as the two national chains muscle in on the fragile magazine market.

Woolworths Fresh magazine prints 750,000 printed copies a month and two million at Christmas, while Coles Magazine boasts 1.3 million copies each month and 1.5 million at Christmas.

Coles Magazine is now the most read magazine in Australia, while Woolworths title Fresh readership rose 30 per cent in the 12 months to June 2014, according to Roy Morgan. Data for Coles Magazine only began this year.

Both major readership audits show demand is massive even as the wider magazine market struggles, with latest Enhanced Media Metrics Australia data showing both have about 2.9 million readers and Roy Morgan saying 2.2 million.

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The magazines are free to the customers and contain mostly recipes, food and health features to help customers make better food and live better – using the supermarket’s products, of course.

Similar titles such as Delicious, Healthy Food Guide, Recipes+ and Super Food Ideas do not have anything like the readership of supermarket magazines and all fell, some by more than 10 per cent, over the year.

Woman’s Day fell 10.4 per cent to 1.7 million readers while Women’s Weekly held its ground at 1.8 million, up 1.4 per cent.

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