The battle between the National Magazine Company and IPC Magazines
for supremacy in the home interest market has produced a surprising
The long-standing market leader, House Beautiful, has been bumped off
the top spot by IPC’s Ideal Home, despite a NatMags relaunch of the
title in September.
The difference in performance is dramatic, with Ideal Home up 27.2 per
cent and House Beautiful down 22.9 per cent year on year.
The figures mean that IPC now has 36 per cent of the home interest
sector, according to Georgina Crace, advertising sales director at IPC
The sector appears on the surface to have grown, with top-line results
up 6 per cent. However, ABCs were recorded for the first time in four
years for Home and House & Home which have skewed the figures. The
market is up only 2 per cent without these titles.
BBC’s Homes & Antiques and IPC’s Homes & Ideas both fell by 6 per cent
and and Gruner & Jahr’s Your Home declined 10 per cent.
NatMags had another victim, Country Living, which fell by 17.1 per
The title is now set to be marketed more forcefully by means of
exhibitions and special events.
Verdict Greater differentiation is clearly needed in this crowded sector
but the market is by no means saturated.
’There will be launches because the demand is still there but these will
be more niche and reflect a sector rather than age or
lifestyle,’Caroline Simpson, head of press at Zenith Media, said.
Home interest magazines
Title Publisher Total ABC Period on Year on
period % year
Ideal Home IPC 254,427 7.0 27.2
House Beautiful NatMags 222,468 -13.3 -22.9
Homes & Antiques BBC 200,426 -2.4 -6.2
Your Home G&J 181,263 -4.1 -10.1
Homes & Ideas IPC 181,090 11.5 -5.7
Homes & Gardens IPC 172,473 2.2 0.5
Good Homes BBC 151,763 4.3 4.4
House & Garden Conde Nast 150,414 -6.9 -7.9
Country Living NatMags 150,047 -8.9 -17.1
Real Homes Cabal 131,189 0.8 n/a
Beautiful Homes IPC 120,554 4.8 14.6
Inspirations GE Magazines 112,121 9.8 -8.7
Country Homes IPC 111,616 1.2 0.7
Living etc IPC 90,243 2.8 5.9
Period Living Emap 86,098 -2.2 -7.5
Source: Audit Bureau of Circulations (July-December 1999)