Glamour's publisher, Simon Kippin, declared himself "stunned" by
the magazine's debut ABC performance and dropped a heavy hint that the
magazine would not sacrifice its market-undercutting £1.50 cover
price for some time yet.
"People were wrong about £1.50 being a launch offer and they'll be
wrong for a little while," he said.
Glamour missed out on the top spot in the women's lifestyle sector by
just 690 copies, yet overtook the market leader Cosmopolitan in UK
Cosmo's publisher, The National Magazine Company, could nonetheless take
comfort from its flagship title's performance. However, its younger
women's title Company seems to have suffered from Glamour's arrival.
Among titles targeting a more mature reader, the solid debut of Eve
appears to have damaged She's figures, while Red, under new editor Trish
Halpin, regained the ground it dramatically lost last period.
Meanwhile, the arrival of Time Inc's InStyle, which published an
independent circulation figure of just over 150,000 earlier this month,
appears not to have impacted too severely on Vogue and Elle.
IPC Southbank was the sector's whipping boy, unable to turn up a
positive result for any of its five titles. Family Circle and Essentials
were outperformed by NatMags' Prima and Good Housekeeping, while new
editor Marie O'Riordan has not yet been able to turn things around at
Marie Claire. However, there was some more positive news with the
slowing of Woman's Journal's rate of decline.
Verdict The new titles in the young women's, mature and fashion sectors
will continue to sort the wheat from the chaff among existing
Glamour can be expected to settle down some way above its new
circulation guarantee of 350,000.
WOMEN'S LIFESTYLE MAGAZINES
TITLE PUBLISHER TOTAL ABC Period on Year on
period % year
Cosmopolitan NatMags 452,176 -1.7 0.5
Glamour Conde Nast 451,486 n/a n/a
Candis Newhall 433,550 -3.3 -5.0
Good Housekeeping NatMags 395,070 -2.3 3.9
Prima NatMags 380,181 -3.8 -5.9
Marie Claire IPC 370,089 -7.6 -11.9
Yours Emap 350,363 4.5 11.2
New Woman Emap 292,068 3.6 6.9
Woman & Home IPC 238,458 -11.5 -13.5
Elle Emap 224,410 0.0 2.3
Company NatMags 223,121 -14.4 -3.2
Vogue Conde Nast 201,279 -0.7 0.3
B Attic Futura 200,836 -7.3 -4.3
Essentials IPC 190,004 -19.1 -24.9
She NatMags 182,790 -14.3 -8.7
Red Emap 172,793 11.4 0.9
Family Circle IPC 170,234 -16.2 -15.1
Eve BBC 131,369 n/a n/a
Woman's Journal IPC 110,010 -3.3 -11.4
Harpers & Queen NatMags 88,059 0.6 1.1
Source: Audit Bureau of Circulations (Jan-June 2001).