ABC Figures: NatMags loses its grip

The National Magazine Company has lost its hold on the crowded home interest market with its long-standing market leader relegated to second slot and Country Living also significantly down.

The National Magazine Company has lost its hold on the crowded home

interest market with its long-standing market leader relegated to second

slot and Country Living also significantly down.



House Beautiful lost almost a quarter of its circulation with a

year-on-year drop to 222,468. It was overtaken by IPC’s Ideal Home,

formerly in the number two slot, which grew by 27 per cent.



Laura James, press director at New PHD, said: ’IPC has invested heavily

in Ideal Home, while House Beautiful seems to have lost its way.’



Terry Mansfield, managing director of the National Magazine Company,

said House Beautiful was unique when it launched but was now surrounded

by 11 lookalike titles. ’We have a new editor and tremendous potential,

we’ll stay where we are in the sector,’ he said.



Mansfield expressed more surprise about a 17 per cent year-on-year sales

slump at Country Living. The company is planning a promotional push to

rectify the downturn.



Wallpaper - reported in the men’s magazines sector - showed 23 per cent

year-on-year growth. James said the home interest market can support

most of the titles, pointing to the sector’s overall 5.2 per cent

growth.



Home interest sector

Title                Publisher                  ABC   Year on

                                                       year %

Ideal Home           IPC                    254,427      27.2

House Beautiful      NatMags                222,468     -22.9

BBC Homes &

Antiques             BBC Worldwide          200,426      -6.2

Your Home            Mongoose               181,263     -10.1

Homes & Ideas        IPC                    181,090      -5.7

Homes & Gardens      IPC                    172,473       0.5

BBC Good Homes       BBC Worldwide          151,763       4.4

House & Garden       Conde Nast             150,414      -7.9

Country Living       NatMags                150,047     -17.1

Real Homes Magazine  Cabal                  131,189       n/a

25 Beautiful Homes   IPC                    120,554      14.6

Inspirations for

Your Home            GE Magazines           112,121      -8.7

Country Homes &

Interiors            IPC                    111,616       0.7

Living etc           IPC                     90,243       5.9

Period Living        Emap Elan               86,098      -7.5

Perfect Home         DMG                     70,494       5.0

Home                 SPL/Portcullis          68,400       n/a

World of Interiors   Conde Nast              65,003      -7.3

Elle Decoration      Emap                    60,330       0.2

House & Home                                 20,146       n/a

TOTAL                                     2,600,565       5.2

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



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