ABC FIGURES: Homes and gardens sector is overcrowded

UK home and gardening magazines continue to fight hard for a place

in an overcrowded market, but most have only reduced year-on-year losses

to show for their efforts.



IPC's Ideal Home is an exception, maintaining its reign at the top of

the homes sector and even stretching its lead with a 0.6 per cent

year-on-year rise, compared with a drop of 9.7 per cent six months

ago.



The National Magazine Company's House Beautiful stayed at number two but

fared badly with a slump of 4 per cent for the past six months and 8.5

per cent year-on-year. But NatMags' deputy managing director, Duncan

Edwards, is not taking defeat lying down. He said: "There were too many

titles launched into this market for the consumer base. There's no point

moaning about it and we have to make sure that our magazine is the

best."



An improvement in conditions contributed to an uplift in the gardening

sector, which had suffered as a result of adverse weather in the

previous period.



The BBC's Gardener's World consolidated its market leadership with a

19.10 per cent rise over six months, despite being 3.3 per cent down

year-on-year.



Verdict Market leaders in both the house and garden sectors are pulling

away at the expense of titles with a limited market. Weaker gardening

titles must lure more readers away from the top titles before autumn

sets in.



HOME INTEREST MAGAZINES

TITLE PUBLISHER TOTAL ABC Period on Year on

period % year

Ideal Home IPC 256,505 11.7 0.6

House Beautiful NatMags 192,080 -4.0 -8.5

Homes & Antiques BBC 170,255 -3.5 -8.1

Country Living NatMags 161,552 0.9 -1.2

Homes and Gardens IPC 160,038 -3.4 -3.0

House & Garden Conde Nast 147,041 -2.1 -2.0

Your Home NatMags 137,015 0.3 -20.6

Real Homes Cabal 136,058 -3.1 2.3

Source: Audit Bureau of Circulations (Jan-June 2001).

GARDENING MAGAZINES

TITLE PUBLISHER TOTAL ABC Period on Year on

period % year

Gardener's World BBC 370,171 19.1 -3.3

The Garden Emap 273,582 0.1 2.9

Garden Answers Emap 107,668 18.3 -23.6

English Garden Romsey 95,917 5.5 -8.7

Your Garden IPC 64,924 56.9 -17.1

Amateur Gardening IPC 63,042 13.8 -2.5

Garden News Emap 62,133 3.4 -10.6

Garden Inspirations GE 54,738 8.2 -22.8

Source: Audit Bureau of Circulations (Jan-June 2001).



Topics