ABC FIGURES: Conde Nast and IPC figures down

Conde Nast and IPC Magazines turned in a disappointing set of ABC figures for the six months to December 1997, while the National Magazine Company managed to improve on lacklustre figures produced during the last round of six-monthly concurrent magazine ABC figures.

Conde Nast and IPC Magazines turned in a disappointing set of ABC

figures for the six months to December 1997, while the National Magazine

Company managed to improve on lacklustre figures produced during the

last round of six-monthly concurrent magazine ABC figures.



Bulk sales continue to play a significant role in the magazine

market.



Conde Nast’s deal with British Airways added significantly to its

top-line figure, while NatMags bulked in excess of 10,000 on each of

Esquire, Harpers & Queen and She. BBC Magazines also got into the

numbers game, with the Radio Times reporting bulks of 22,868. Peter

Phippen, managing director of BBC Worldwide UK, explained: ’These are

part of our below-the-line marketing campaign for Radio Times, where we

wanted to get the magazine into people’s hands for six weeks.’



Out of a total of 63 IPC titles audited by the ABC, 45 were down year on

year. Directors for each of the magazine groups emphasised the need to

invest and focus on brand values for their core titles. Chris Boyd,

managing director of the South Bank Group, insisted that following the

recent IPC buy-out, backed by the venture capitalist, CinVen, there was

no extra pressure to close titles. ’In our portfolio of 68 titles, if

one or two won’t perform we’ll see if we can turn these around. There’s

absolutely no pressure on us.’



Nicholas Coleridge, managing director of Conde Nast, which reported dips

in period-on-period circulation for GQ, House & Garden and World of

Interiors, expressed disappointment with the results. ’Up until now

we’ve had seven consecutive rises for all our titles, but we have bucked

the trend with this set of results and seem to have hit a glass

ceiling.’



The National Magazine Company recorded period-on-period increases across

all its titles, while year on year it reported circulation dips for Good

Housekeeping, House Beautiful and Esquire.



Out of 83 reported titles, Emap hiked up sales on 45 with notable

increases on FHM (76 per cent year on year) and Smash Hits (62 per

cent). Emap Elan’s More and Looks, however, looked less robust, with

their circulations down 20 per cent and 35 per cent respectively.



BBC Magazines turned in respectable ABCs, but reported dramatic

year-on-year declines for Girl Talk (31 per cent), BBC Wildlife (21 per

cent) and BBC Good Food (18 per cent).



Attic Futura’s Sugar continues to dominate the teen market with sales up

2.5 per cent (period on period) and revealed an impressive first ABC for

its young women’s magazine, B, which leads its market at 200,334.



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