ABC FIGURES: Take a Break retains top slot as Heat rises

In the weeklies market, a clear contrast in fortunes could be seen between the precocious celebrity titles and their declining traditional counterparts.

In the weeklies market, a clear contrast in fortunes could be seen between the precocious celebrity titles and their declining traditional counterparts.

The sector's most spectacular year-on-year performance was produced by Emap Elan's Heat, which rose a stunning 137.6 per cent year on year, and an equally impressive 81.2 per cent period on period, to 172,311. However, the magazine still has some ground to make up before establishing itself as a heavy-hitter in the market.

IPC Connect's Now produced 20 per cent year-on-year growth, catapulting itself above Chat and Best and to within striking distance of Hello!.

Northern & Shell's OK! established a clear lead over its old rival and broke into the weekly sector's top three, albeit with a 6.2 per cent year-on-year rise that owed much to bulk sales.

Among traditional weeklies publishers, H Bauer had the most reason to celebrate. Take a Break remains comfortably the largest title in the sector and is under no real threat from IPC's declining Woman. That's Life posted another year-on-year rise of more than 8 per cent to overtake Woman's Own, while Bella remained comfortably ahead of Woman's Weekly, which suffered a 9.5 per cent drop.

Verdict The momentum of celebrity weeklies continues to increase. However, they still have some way to go to compete with the weight of traditional titles, where H Bauer continues to rule.

WEEKLIES

Title              Publisher       Total ABC   Period on   Yr on yr

                                                period %

Take a Break       H Bauer         1,137,952        -3.7       -7.5

Woman              IPC               636,528        -7.8       -5.0

OK!                N&S               586,176        28.8        6.2

That''s Life        H Bauer           569,804         0.4        8.2

Woman''s Own        IPC               553,701        -4.1       -2.7

Bella              H Bauer           532,668        -3.8       -6.9

Hello!             Hello! Ltd        502,679         9.6        1.5

Woman''s Weekly     IPC               496,162        -5.2       -9.5

Now                IPC               475,571        11.9       20.0

Chat               IPC               469,769        -1.6       -5.8

Best               NatMags           431,352        -5.4       -8.6

People''s Friend    DC Thomson        399,339        -2.0       -3.2

My Weekly          DC Thomson        318,294        -4.4       -5.4

Heat               Emap Elan         172,311        81.2      137.6

Woman''s Realm      IPC               152,053        -5.3      -15.2

Source: Audit Bureau of Circulations (July-December 2000)





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