ABC Figures: IPC leads home interest arena

The battle between the National Magazine Company and IPC Magazines for supremacy in the home interest market has produced a surprising result.

The battle between the National Magazine Company and IPC Magazines

for supremacy in the home interest market has produced a surprising


The long-standing market leader, House Beautiful, has been bumped off

the top spot by IPC’s Ideal Home, despite a NatMags relaunch of the

title in September.

The difference in performance is dramatic, with Ideal Home up 27.2 per

cent and House Beautiful down 22.9 per cent year on year.

The figures mean that IPC now has 36 per cent of the home interest

sector, according to Georgina Crace, advertising sales director at IPC


The sector appears on the surface to have grown, with top-line results

up 6 per cent. However, ABCs were recorded for the first time in four

years for Home and House & Home which have skewed the figures. The

market is up only 2 per cent without these titles.

BBC’s Homes & Antiques and IPC’s Homes & Ideas both fell by 6 per cent

and and Gruner & Jahr’s Your Home declined 10 per cent.

NatMags had another victim, Country Living, which fell by 17.1 per


The title is now set to be marketed more forcefully by means of

exhibitions and special events.

Verdict Greater differentiation is clearly needed in this crowded sector

but the market is by no means saturated.

’There will be launches because the demand is still there but these will

be more niche and reflect a sector rather than age or

lifestyle,’Caroline Simpson, head of press at Zenith Media, said.

Home interest magazines

Title               Publisher      Total ABC    Period on    Year on

                                                 period %       year

Ideal Home          IPC              254,427          7.0       27.2

House Beautiful     NatMags          222,468        -13.3      -22.9

Homes & Antiques    BBC              200,426         -2.4       -6.2

Your Home           G&J              181,263         -4.1      -10.1

Homes & Ideas       IPC              181,090         11.5       -5.7

Homes & Gardens     IPC              172,473          2.2        0.5

Good Homes          BBC              151,763          4.3        4.4

House & Garden      Conde Nast       150,414         -6.9       -7.9

Country Living      NatMags          150,047         -8.9      -17.1

Real Homes          Cabal            131,189          0.8      n/a

Beautiful Homes     IPC              120,554          4.8       14.6

Inspirations        GE Magazines     112,121          9.8       -8.7

Country Homes       IPC              111,616          1.2        0.7

Living etc          IPC               90,243          2.8        5.9

Period Living       Emap              86,098         -2.2       -7.5

Source: Audit Bureau of Circulations (July-December 1999)


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