NEWS: NatMags records year-on-year circulation loss in bulk of titles

The National Magazine Company has turned in a disappointing set of ABC figures, with six of its eight titles down and just two recording year- on-year sales increases.

The National Magazine Company has turned in a disappointing set of ABC

figures, with six of its eight titles down and just two recording year-

on-year sales increases.

She magazine registered the biggest fall, dropping more than 10 per cent

year on year to 252,046.

NatMags’ flagship title, Cosmopolitan, defied speculation that it would

drop beneath IPC Magazines’ Marie Claire for the first time, recording a

figure of 456,394, which represents a dip of 0.9 per cent. Marie Claire

rose 5.1 per cent to 452,521 in the same period, narrowing the gap

between the titles still further.

Company also lost ground, with sales down 5.1 per cent year on year to


Harpers and Queen was NatMags’ best performer, climbing 5.6 per cent to

90,201. House Beautiful also managed to buck the downward trend seen

elsewhere in the home interest sector by inching up 0.3 per cent to

326,831. However, Good Housekeeping fell below the half a million mark,

down 5.8 per cent to 488,243.

Elsewhere, the men’s title, Esquire, failed to capitalise on a buoyant

market, dipping 4 per cent to 106,140, while Country Living was down 5.5

per cent to 180,223.

Paul Mukherjee, head of press at the Network, said: ‘There’s a

collection of problems for magazines at the moment. The market is down,

certain market leaders are sucking in circulation and paper costs have

put enormous pressure on the way publishers produce their magazines.’

Terry Mansfield, the managing director of NatMags, said: ‘The

circulation market has been very patchy. Our customers have spent more

buying NatMags’ titles in the past six months than ever before because

they value them. We shall continue to add to that value.’


NatMags ABCs


Title                Jul-Dec 94     Jul-Dec 95    % change

Harpers and Queen      85,451          90,201        5.6

House Beautiful       325,915         326,831        0.3

Cosmopolitan          460,582         456,394       -0.9

Esquire               110,583         106,140       -4.0

Company               305,592         290,081       -5.1

Country Living        190,717         180,223       -5.5

Good Housekeeping     518,435         488,243       -5.8

She                   281,109         252,046      -10.3

Source: Audit Bureau of Circulations



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