MAGAZINE ABCs: Glamour stretches lead over Good Housekeeping
By John Reynolds, mediaweek.co.uk, Thursday, 16 August 2012 03:35PM
Market-leading Glamour has increased its lead over second-placed Good Housekeeping in the women's lifestyle sector, which in the first six months was notable for steep falls in Company and More magazines' circulations.
Condé Nast's Glamour reported a circulation of 470,138 in the six months to end of June, down 11.3% on the year.
However, it outperformed Hearst’s Good Housekeeping which was down 5.2% on the year to 408,569, across a sector which has had mixed fortunes in the six months.
Hearst pointed to Good Housekeeping's multi-brand approach, including related products, books and the imminent launch of Goodhousekeeping.co.uk in September.
Glamour, likewise, has become much more than a pure magazine title, with its high-profile awards and other brand extensions.
The two big circulations falls were Bauer's More magazine, down a staggering 30.5% in the period to 106,065, while Hearst's Company was down 23.9% to 143,269.
At the start of the year, Company unveiled a new "streetwise" look that was designed to reflect the popularity of fashion blogging, as well as social media trends among young women. The cover price of the magazine remained at £2.
Other leading titles performed in line with the sector as a whole.
Cosmopolitan reported a circulation of 353,413, down 8.6% on the year.
It pointed to new print extensions Cosmo Body and Cosmo Beauty, which have helped the performance of the overall brand.
Like its rivals, Cosmopolitan also emphasised the performance of its digital and mobile offshoot brands.
Bauer's Grazia was down 13.5% on the year, but its managing director of lifestyle and advertising Abby Carvasso said the title was a strong performer in the sector.
She said: "Grazia is the only title to tap into the upscale environment every week, that is its point of difference. The demand from advertisers is at an all-time high."
Carvasso pointed to Grazia’s September "special fashion" issue which will boast a record 150 pages of advertising.
Bauer's sister title More had a nightmare six months, down more than 30% on the period, to 106,065.
Carvasso justified the falls by saying the title had received no marketing or price-promotion in the six month period, ahead of its relaunch in Jun, adding that "the title will now be relevant to the people of today."
IPC's flagship title Marie Claire was up 1.7% on the year to 255,021 copies.
Women's Health, Heasrt Rodale's quarterly offshoot title of Men's Health which launched in February this year, reported a debut circulation of 100,289.
Other IPC titles, Woman & Home and Instyle, performed broadly in line with the market.
Along with More, the other big faller was Company, with the Hearst magazine falling more than 23% in the period, indicating that its January relaunch failed to resonate with consumers.
|Title||Publisher||June end 2012||
|Glamour||Conde Nast Publications
|Good Housekeeping||Hearst Magazines UK||408,569||-8.8%||-5.2%|
|Woman & Home||IPC Media
|Cosmopolitan||Hearst Magazines UK||353,413||-6.4%||-8.6%|
|Yours||Bauer Consumer Media||280,804||-0.7%||-1.8%|
|Prima||Hearst Magazines UK||264,312||-6.2%||-5.7%|
|Marie Claire||European Magazines Limited||255,021||-4.4%||1.7%|
|Red||Hearst Magazines UK||226,116||-2.2%||-2.2%|
|Vogue||Conde Nast Publications
|Grazia||Bauer Consumer Media||190,053||-7.5%||-13.5%|
|Elle (U.K.)||Hearst Magazines UK||189,568||-2.8%||-3.8%|
|Easy Living||Conde Nast Publications
|Instyle UK||IPC Media
|Company||Hearst Magazines UK||143,269||-23.9%||-20.5%|
|Harpers Bazaar||Hearst Magazines UK||119,274||-0.6%||0.4%|
|More!||Bauer Consumer Media||106,065||-30.5%||-37.6%|
|Vanity Fair||Conde Nast Publications
|Psychologies Magazine||Hearst Magazines UK||92,302||-11.7%||-15.0%|
|Tatler||Conde Nast Publications
This article was first published on mediaweek.co.uk
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