ABC FIGURES: Glamour wins pride of place among glossies

Conde Nast's Glamour has shown staying power in a fiercely competitive market, ousting The National Magazine Company's Cosmopolitan from the top slot in the women's monthly glossy sector. Glamour, launched in March 2001, clocked an ABC figure of 520,193, an increase of 15.2 per cent over the year.

Glamour's publishing director, Simon Kippin, claimed newsstand sales were up 21.8 per cent in the past six months to 459,276, and added that the magazine had attracted 50,182 new subscribers for the period.

"It's particularly gratifying that Glamour's circulation has been achieved with no free copies, bulk sales or other trickery, he said.

Cosmopolitan only managed a 4 per cent increase on last year and loses its top spot in its 30th anniversary year. But Company, also published by NatMags, showed the biggest rise in the sector, soaring nearly 40 per cent to a total ABC figure of 312,157. NatMag's managing director, Duncan Edwards, said: "It's fantastic we've overtaken New Woman."

Marie Claire fared well, moving up into third place over Good Housekeeping with a year-on-year rise of 6.4 per cent. It now sells 393,748 copies each month.

The managing director of IPC Southbank, Tim Brooks, said: "The rise for Marie Claire is largely credited to the editor Marie O'Riordan and her driven team. She has refreshed the magazine with depth, humour and boldness."

IPC's InStyle, launched last year, failed to make a significant impact in the sector, selling only 152,800 copies, a rise of just 1.10 per cent in the past six months. Brooks defended the title's progress, claiming it was a "prelude to growth".

VERDICT: Glamour looks set to continue to dominate the sector, but NatMags is sure to rally to the cause of putting Cosmopolitan back at the top. Discounting will continue as a mainstream strategy.

TITLE              PUBLISHER        TOTAL ABC     PERIOD ON      YEAR ON
                                                   PERIOD %         YEAR
Glamour            Conde Nast         520,193          19.2         15.2
Cosmopolitan       NatMags            470,180           1.5          4.0
Marie Claire       IPC                393,748           3.1          6.4
Good H/keeping     NatMags            393,080          -3.0         -0.5
Prima              NatMags            370,037          -2.6         -2.7
Yours              Emap               368,006           2.2          5.0
Company            NatMags            312,157          19.5         39.9
New Woman          Emap               309,037           1.3          5.8
Candis             Newhall            283,205         -21.4        -34.7
Woman & Home       IPC                263,048           4.0         10.3
Elle (UK)          Emap               212,286           0.7         -5.4
Vogue              Conde Nast         199,152           2.0         -1.1
B                  Attic Futura       193,807           0.6         -3.5
She                NatMags            191,549           8.7          4.8
Red                Emap               186,023           7.0          7.7
Real               H Bauer            172,087          -1.1          n/a
Essentials         IPC                172,070          -2.3         -9.4
Family Circle      IPC                155,807         -13.5         -8.5
InStyle UK         IPC                152,800           1.1          n/a
Eve                BBC                119,102          -1.7         -9.3
Source: Audit Bureau of Circulations (Jan-June 2002).


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