ABC FIGURES: IPC plans more titles in women’s portfolio

Despite a disappointing set of results among women’s weeklies in general, the market leader, IPC Magazines, has said that it is looking to launch more titles in the sector next year.

Despite a disappointing set of results among women’s weeklies in

general, the market leader, IPC Magazines, has said that it is looking

to launch more titles in the sector next year.



Linda Lancaster-Gaye, managing director of IPC’s women’s weeklies group,

confirmed the company was working on launches which were likely to

concentrate on the older teen market, which Eva is struggling to

address. She said: ’We have spent the past few months focusing on the

core brand values of our portfolio. Now we can start to think about

other launch potential.’



She remained bullish about IPC’s results, which showed a massive dip for

Eva of more than 29 per cent - both year on year and period on period -

to 152,800, while Now was down 12 per cent period on period to

306,501.



Lancaster-Gaye claimed that, following Eva’s repositioning in February

from a tabloid-style magazine to a glossy for teenage girls, it would be

unreasonable to compare the magazine’s performance with that of its

previous incarnation.



IPC has set targets this year to stabilise sales of Chat (down 3 per

cent year on year to 482,143), Woman (down 7.5 per cent) and Now by the

end of the year. Lancaster-Gaye said: ’The women’s market is not in

long-term decline. It is highly competitive but the ongoing opportunity

is real and significant. We are going back to basics and we are looking

at the core focus of our relationships.’



Both Hello! magazine and Northern & Shell’s OK! suffered

period-on-period falls to 506,027 and 214,162 respectively but, year on

year, OK! was still up a massive 50 per cent compared with Hello’s more

stately 1.6 per cent.



Tim Kirkman, press director at Carat, said: ’IPC would be crazy to

launch into the women’s market. We’ve seen it decline for the past two

or three years. It’s in constant decline in a market where national

newspapers are adding more value to their packages.’





WOMEN’S WEEKLIES

Title               Publisher         Total ABC     Period on    Year on

                                                     period %     year %

Woman               IPC                 692,491          -5.4       -7.5

Woman’s Own         IPC                 653,432          -7.0       -8.3

Woman’s Weekly      IPC                 609,557          -4.5       -8.1

Hello!              Hola SA             506,027         -11.9        1.6

Best                G&J                 494,675          -3.4       -4.3

Chat                IPC                 482,143          -2.5       -3.0

Now                 IPC                 306,501         -12.0       -2.0

Woman’s Realm       IPC                 221,838          -3.7       -8.1

OK! Weekly          N&S                 214,162          -5.4       50.4

Eva                 IPC                 152,800         -29.4      -29.6

Source: Audit Bureau of Circulations.



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