Two rival women’s monthly titles remain locked in a fierce
circulation battle with each recording exactly the same year on year
rise in the latest round of ABCs.
Both IPC’s Marie Claire and the National Magazine Company’s Cosmopolitan
inched up 1 per cent year on year. Marie Claire recorded its 14th
successive year-on-year increase to reach its highest ever figure of
457,034. Cosmo, which is celebrating its 25th birthday this month, grew
to 461,080, up just 0.2 per cent period on period.
Other NatMags titles were not so successful. Company slumped 6.2 per
cent year on year and 6.5 per cent period on period to 272,160. She
struggled, slipping 12.1 per cent year on year to 221,481.
However, Good Housekeeping crept up 0.2 per cent year on year and 4 per
cent period on period to achieve a circulation figure of 489,239.
Apart from Marie Claire, IPC’s other monthly women’s titles were
Essentials slid 2.7 per cent year on year to 319,810, Options was down
9.1 per cent to 146,692 and Woman’s Journal slumped 14.3 per cent year
on year to 134,929.
Elle, from Emap Elan, inched up just 0.1 per cent year on year, but
managed a healthier 7.5 per cent period on period rise under its new
editor, Marie O’Riordan.
Elsewhere, Conde Nast enjoyed greater success with Vogue smashing
through the 200,000 barrier to hit an all-time high of 201,187. The
figure represents a 6.6 per cent year-on-year increase.
WOMEN’S MONTHLY MAGAZINES
Title Jul-Dec 95 Jul-Dec 96 % change
Vogue 188,669 201,187 6.6
Cosmopolitan 456,394 461,080 1.0
Company 290,081 272,160 -6.2
She 252,046 221,481 -12.1
Marie Claire 452,521 457,034 1.0
Options 161,312 146,692 -9.1
Elle 205,511 205,623 0.1
New Woman 263,464 216,756 -17.7
Good Housekeeping 488,243 489,239 0.2
Essentials 328,528 319,810 -2.7
Source: Audit Bureau of Circulations