ABC highlights poor circulations in core magazines market

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.

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.



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