ABC FIGURES: Emap Elan benefits from Red and New Woman investments

Investment in launches, new editors and revamps appears to have paid off for many publishers in the women’s monthly sector.

Investment in launches, new editors and revamps appears to have

paid off for many publishers in the women’s monthly sector.



While Emap Elan’s recent launch, Red, comfortably surpassed the target

circulation for its first ABCs, IPC’s Woman’s Journal indicated that

sales were picking up under its new editor, Marcelle D’Argy Smith, and

Emap’s New Woman registered the sector’s largest sales hike. Overall,

the sector grew by 1.3 per cent.



Paul Keenan, managing director of Emap Elan, said: ’Red has

reinvigorated women’s interest in magazines and well-placed competitors

ought to be able to capitalise on that.’



He said research showed that the pre-launch target readership profile

was also being hit, with the average reader being aged just under 35 and

predominantly ABC1.



Red registered sales of 190,136 for the six months between January and

June 1998, a comfortable 10,000 above its projected figures.



In contrast, Wagadon’s rival magazine, Frank, notched up 41,548.



New Woman continued to power ahead with a year-on-year sales rise of

12.3 per cent, buoyed by period-on-period growth of 4.7 per cent. Keenan

pointed to the redesign of the August issue and the appointment of Jo

Elvin as editor as further proof of Emap’s commitment to the title.



While Woman’s Journal actually recorded a fall of 12.5 per cent over the

past 12 months, its figures for January to June showed an increase of

5.8 per cent - indicating that D’Argy Smith’s presence may be starting

to have an impact. Other titles doing well include Cosmopolitan, up 7

per cent year on year, and Zest, up 8.7 per cent for the same

period.



However, there was less happy news for a number of the more established

titles. Options fell by 12.1 per cent year on year while Marie Claire

dropped by 4.3 per cent year on year, despite a small 0.2 per cent

increase in the past six months.



Chris Boyd, managing director of IPC Southbank, put the fall down to

stiff competition from rivals using free gifts to boost sales,

commenting: ’It’s almost getting to ridiculous proportions.’ He added:

’We have stabilised Marie Claire and our next ABCs will definitely be

up.’





WOMEN’S MONTHLY MAGAZINES

Title               Publisher         Total ABC     Period on    Year on

                                                     period %     year %

Prima               G&J                 531,678          -1.7        6.1

Cosmopolitan        NatMags             472,263           2.4        7.0

Good Housekping     NatMags             440,721          -2.1        0.0

Marie Claire        IPC                 416,239           0.2       -4.3

Woman & Home        IPC                 302,430         -12.1       -9.3

Essentials          IPC                 290,324           6.5       -7.2

Company             NatMags             290,065           2.1        4.4

New Woman           Emap Elan           281,087           4.7       12.3

Family Circle       IPC                 262,589          -6.3      -14.4

She                 NatMags             242,024           0.2        2.5

Elle                Emap Elan           212,799          -2.4        1.3

Vogue               Conde Nast          202,265           0.1        1.1

Red                 Emap Elan           190,136           -            -

Woman’s Journal     IPC                 128,656           5.8      -12.5

Options             IPC                 119,178          -6.7      -12.1

Harpers & Queen     NatMags              95,048           1.6        2.8

Tatler              Conde Nast           87,549          -3.1        0.2

Vanity Fair         Conde Nast           83,743          -2.0        0.5

Frank               Wagadon              41,548           -            -

Source: Audit Bureau of Circulations.



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