Mag ABCs: sales dip overall for women's lifestyle mags

With 17 out of the 31 titles in the women's lifestyle/fashion sector
reporting a drop in sales year-on-year, overall circulation in the
sector dropped 1.2 per cent.

IPC-owned Essentials magazine –
described as a magazine for women "in their late 20s to mid 30s living
in the suburbs" – witnessed the largest drop in circulation within the
sector. Its claimed attributes of "useful", "affordable", and
"achievable" failed to increase its monthly circulation which was down
29.6 per cent year-on-year to and 37.6 per cent period-on-period to
74,189.

Real magazine, which was bought earlier this year by
German publishers Burda, reported a 28.8 per cent drop year on year to
143,849. It has been a difficult 12 months for the magazine; earlier
this year it faced a claimed legal bill of £1m after rival mag Red took
it to court in a copyright row over similarities between their logos.
It is hoping to reinvigorate sales with a relaunch planned for early
September.

Strong performers in the sector included Conde Nast's
monthly Easy Living, which launched in 2005 and reported a 17 per
cent increase in circulation.

Emaps's Grazia, the glossy women's
weekly which in June became the first consumer newsstand publication
since Nova to win a prize at the D&AD design awards, recorded a
12.9 per cent increase in circulation year-on-year to 175,218.

Top ten women's mags Jan – June 2006 (ranked by percentage increase year-on-year)

Easy Living: 200,083, up 17 per cent

Grazia: 175,218, up 12.9 per cent

Eve: 171,454, up 5.8 per cent

Harper's Bazaar: 105,538, up 5.4 per cent

WM The Womans Magazine: 35,210, up 3.7 per cent

Vanity Fair: 97,414, up 3.6 per cent

Vogue: 216,218, up 2.8 per cent

Elle (UK): 208,132, up 2.6 per cent

Tatler: 88,920, up 2 per cent

Red: 221,940, up 1.3 per cent.

 

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