Mag ABCs: Big circulation drops for most paid-for women's lifestyle magazines

All but one paid-for women's lifestyle magazines saw circulation drop in the six months to June, according to the latest ABC figures.

John Lewis Edition, the John Brown-published magazine for the retail giant, retained its position as the largest title. The free title grew by 1.5 per cent year on year.

The other titles to increase circulation were Shortlist Media’s free magazine Stylist, which grew by 1 per cent, and Hearst-Rodale’s paid-for title Women’s Health, which grew by 1.8 per cent.

Overall, the sector’s total circulation  was 1.4 per cent down, but this figure would have been much bigger were it not for the 446,005 copies of ASOS.com distributed by the online fashion retailer, which was not counted in last year’s figures.

A total of 12 magazines saw circulation fall by at least 10 per cent. The biggest decline came from Company, published by Hearst Magazine, which lost 36.7 per cent of its circulation.

Other big circulation losses were suffered by Psychologies Magazine (20.5 per cent), Hello (20.2 per cent), Look (19.9 per cent) and Candis (17.4 per cent).

Women's lifestyle magazine circulations for the first half of 2013 (source ABC)

Name Average Circulation Year-on-year change
John Lewis Edition (free) 487,550 1.5%
ASOS.com (free) 446,055 N/A
Stylist 435,768 1.0%
Glamour 400,371 -14.8%
Good Housekeeping 395,661 -3.2%
Woman & Home 340,239 -3.8%
Cosmopolitan 300,255 -15.0%
HELLO! 281,831 -20.2%
Yours 274,030 -2.4%
Prima 250,628 -5.2%
Marie Claire 230,973 -9.4%
Red 202,463 -10.5%
Look 200,265 -19.9%
Vogue 193,007 -5.9%
Candis 184,752 -17.4%
Elle (U.K.) 170,286 -10.2%
Grazia 168,030 -11.6%
Instyle UK 147,219 -9.9%
Harrods Magazine (free) 117,262 6.7%
Harpers Bazaar 112,895 -5.3%
Essentials 111,333 -6.5%
Women's Health 102,116 1.8%
Company 90,726 -36.7%
Vanity Fair 88,377 -12.2%
Tatler 84,285 -3.1%
Psychologies Magazine 73,357 -20.5%
WM The Womans Magazine 27,975 -12.6%
Total 5,917,709 -1.40%

 

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