OK! overtakes Hello! in lacklustre magazine market

The six-monthly audit of magazine sales from the Audit Bureau of Circulations will reveal that, overall, the sector has experienced a rollercoaster ride, with few major winners in the main consumer markets.

The six-monthly audit of magazine sales from the Audit Bureau of

Circulations will reveal that, overall, the sector has experienced a

rollercoaster ride, with few major winners in the main consumer

markets.



The women’s weeklies market has seen mixed fortunes. Northern & Shell’s

gossip glossy, OK! magazine, will break through the 500,000 mark for the

first time to overtake its rival, Hello!, with a reported circulation of

around 551,000. This will represent an increase of 33 per cent period on

period, helped by the special issues on Posh Spice and David Beckham’s

high-profile wedding. Hello! will be up slightly period on period, while

IPC’s gossip magazine, Now!, will report an increase alongside its

sister title, Chat.



Other weekly titles, including established brands such as Woman, Woman’s

Own and Woman’s Realm, will report lacklustre figures as the market

fights eroding sales.



The TV titles have been hit by the invasion of H Bauer’s new title, TV

Choice. IPC’s more established rival magazine, What’s On TV, has managed

to maintain a stable circulation, while other titles, such as TV Times,

published by IPC, H Bauer’s TV Quick and BBC Magazines’ Radio Times have

all suffered a downward trend in sales.



The men’s magazine sector will continue to suffer an overall trend

towards falling sales, although the circulations for Emap Metro’s FHM,

Cabal Communications’ Front and Conde Nast’s GQ will be up slightly.

Sources say IPC’s older men’s title, Later, will report a first ABC of

around 90,000.



Industry sources predict that the women’s glossy magazine market will

remain stable overall with no huge increases in sales.



A senior media source said: ’Traditionally this should be a good period

for magazines. If there are a lot of minuses it is a bad sign for the

industry as a whole.’



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