ABC FIGURES: Turnaround for home interest

By MICHELE MARTIN,, Friday, 21 August 1998 12:00AM

Home interest magazines have enjoyed a remarkable renaissance in the past 12 months, with the market rising by nearly 8 per cent, clawing back last year’s fall of half a per cent.

Home interest magazines have enjoyed a remarkable renaissance in

the past 12 months, with the market rising by nearly 8 per cent, clawing

back last year’s fall of half a per cent.

The rise bodes well for the future of a raft of recently launched titles

in the arena - including H. Bauer’s Beautiful Living and IPC’s Living

etc - which do not yet feature on the ABC lists. Gruner & Jahr’s Your

Home weighed in with more than 170,000 in its first ABC result.

Although the National Magazine Company’s House Beautiful remains the

top-selling title, with a circulation of 308,063 and a rise of 3.5 per

cent year on year, the figures reveal another good year for the BBC’s

Homes and Antiques magazine. Its circulation rose steeply for the second

consecutive year, by 11.3 per cent to 213,038.

The increase means that the title becomes the sector’s third

biggest-selling title, having overtaken IPC’s Ideal Home, which fell by

4.3 per cent in 12 months to 208,480.

Marcus Arthur, publisher of BBC Homes and Antiques, said: ’We’ve always

been considered part of the upmarket sector, but now that we’re selling

more than Ideal Home and only slightly less than Homes and Ideas, we are

competing in the mass market.’

Emap’s relative newcomer, Elle Decoration, continued to flourish at the

top end of the market with its first full-year figures revealing a

circulation of 65,609, up 5.5 per cent.

Other successes included GE Magazines’ Inspirations, with a 7.6 per cent

year-on-year rise.


Title               Publisher         Total ABC     Period on    Year on

                                                     period %     year %

House Beautiful     NatMags             308,063           1.0        3.5

Homes and Ideas     IPC                 218,619           0.2       -4.0

Homes & Antiques    BBC                 213,038           5.7       11.3

Ideal Home          IPC                 208,480           0.2       -4.3

Country Living      NatMags             180,190           1.2        3.7

Homes & Gardens     IPC                 173,546           1.4       -1.3

Your Home           G&J                 170,046           -            -

House & Garden      Conde Nast          163,798           0.3       -2.4

Inspirations        G E Magazines       120,463           4.5        7.6

Period Living       Emap                105,950           0.1        4.8

Country Homes       IPC                 105,492          -4.2       -7.4

Perfect Home        DMG                  90,300          -0.4       -2.7

World of Interiors  Conde Nast           71,654           2.7        0.4

Elle Decoration     Emap                 65,609           4.8        5.5

Source: Audit Bureau of Circulations.

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