Mag ABCs - Women's sector up but Cosmo drops 9%

National Magazine Company's flagship glossy, Cosmopolitan, recorded a nine per cent fall in circulation year on year in the first half of 2010 as the women's lifestyle sector benefited from double-digit growth thanks to new free magazines and resilient performances elsewhere.

Cosmopolitan's average monthly circuation fell to 401,750 over the six months to the end of June. The drop of around 40,000 copies per issue led the magazine to drop from second to sixth in the sector.

Natmag annouced last week that it intended to launch a free Cosmopolitan spin-off title later this year aimed at university students.

Overall the women's lifestyle sector grew 14.6 per cent in the first half of 2010, according to Audit Bureau of Circulation figures released today.

More than half the sector's titles posted an increase in sale or were stable in the period, with more than 900,000 extra copies sold – or given away – compared to the first half of 2009.

The growth is largely due to the inclusion in the ABC figures of two new free titles.

In-store title John Lewis Edition, which is published five times a year by John Brown, had an average distribution of 484,000 in the first half of the year.

Shortlist Media's free Stylist magazine, which launched in October, had a weekly distribution run of 421,158 in the first half of the year – making it the country's fifth biggest women's lifestyle magazine.

The sector's leading title, Conde Nast's Glamour, was stable year-on-year with an average circulation of 526,216 per issue.

IPC Media's Woman & Home increased its circulation by 5.5 per cent year-on-year to 369,321.

NatMags' Prima rose by the same amount to 289,058, while Harper's Bazaar rose by an impressive 8.1 per cent year on year to an average circulation of 118,553 per issue.

Not all titles fared as well. In addtion to Cosmopolitan's circuation decline Marie Claire fell by 1.9 per cent to an average cirucation of 280,021 per issue.

Women's interest: lifestyle /fashion ABC figures, first six months of 2010 (all percentages are year-on-year changes)

Glamour – 526,216 (0.0%)

John Lewis Edition – 484,040 (N/A)

ASOS.com – 449,943 (-3.7%)

Good Housekeeping – 422,496 (3.0%)

Stylist – 421,158 (N/A)

Cosmopolitan – 401,750 (-9.0%)

Woman & Home – 369,321 (5.5%)

Look – 313,358 (-0.7%)

 

Yours – 297,231 (-1.3%)

Prima – 289,058 (5.5%)

Marie Claire – 280,021 (-1.9%)

Candis – 254,420 (-6.5%)

Red – 230,067 (5.2%)

Grazia – 228,770 (0.0%)

Company – 217,324 (-5.6%)

Vogue – 210,561 (0.1%)

Elle (U.K.) – 195,625 (0.2%)

More! – 187,159 (-1.9%)

Instyle UK – 186,251 (1.8%)

Easy Living – 170,054 (-5.5%)

She – 144,228 (-3.1%)

Psychologies – 119,025 (-8.9%)

Harpers Bazaar – 118,553 (8.1%)

Essentials – 115,432 (12.9%)

Vanity Fair – 102,445 (0.7%)

Tatler – 86,448 (1.6%)

Ladies First Magazine (Wales) – 36,306 (-2.3%)

WM The Womans Magazine – 31,400 (2.1%)

Social & Personal – 17,743 (27.7%)

Stellar – 16,570 (N/A)

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