Competition in the crowded magazines market is becoming more
intense, with the Audit Bureau of Circulations’ six-monthly results
expected to reveal a flat set of circulation figures today.
The two leading players in the men’s magazine market are battling
against declining circulation. It is thought that IPC’s lads’ magazine,
Loaded, will show a double-digit drop in circulation while Emap Metro’s
FHM will also be down. Conde Nast’s GQ, however, is tipped to show a
rise in circulation of about 12 per cent year on year. Dennis
Publishing’s Maxim will report a slight increase and the National
Magazine Company’s Esquire will be down.
OK! magazine is expected to turn in strong ABCs with sales of about
413,000, while its rival, Hello!, will report a year-on-year decline in
its circulation. IPC’s Now magazine will benefit from growing interest
in the celebrity titles, while its other weekly titles such as Woman’s
Realm and Woman’s Own continue battling against declining sales.
In the glossy women’s monthlies sector, NatMags’ Good Housekeeping will
show a double-figure percentage drop in sales, while IPC’s Woman’s
Journal will also show a continuing circulation decline. Neither set of
figures will reflect the impact of the respective new editors, Lindsay
Nicholson and Elsa McAlonan, who are revamping the magazines.
IPC’s Marie Claire is expected to show some growth in sales, while
NatMags’ Cosmopolitan will remain stable, alongside Emap Elan’s Elle and
Conde Nast’s Vogue. Zest, from NatMags, is expected to show a
respectable performance in the face of a number of new entries in the
women’s health magazine market.