Good Housekeeping sees off newcomers as Glamour slips

LONDON - The venerable institution that is Good Housekeeping has managed to fight off the threat of new kid on the block Easy Living, jumping almost 10% in the last six months.

The National Magazine Company title, which has been published for 83 years, recorded an audited circulation of 475,838 copies a month, up 9.4% period on period.

Year-on-year, the rise looks even more impressive, up 14% to 417,893.

By contrast, the ABC reported that Conde Nast's Easy Living magazine, which targets a similar audience of thirtysomething women, debuted with a circulation of 171,038. Conde Nast said this figure was comfortably above the initial circulation target of 150,000 copies a month it had aimed for.

Conde Nast's Glamour magazine remains the biggest-selling women's glossy with a circulation of 609,626, despite losing some ground. It fell 1.6% in the last six months, but was up 0.6% on last year.

Cosmopolitan's circulation slipped behind Good Housekeeping after a 3.2% fall over the past six months, to make it the third-biggest selling women's glossy. However, its ABC figure of 462,943 was up by 1.4% on the same time last year. Marie Claire, another women's stalwart, was down by 0.8% for the period to 381,281 copies.

Another newcomer, Emap's weekly glossy Grazia, recorded a debut circulation of 155,157 copies. While the launch was beset with industry controversy, including accusations of a "classier" version of the magazine to be sent to media buyers, the title has bedded down to the point where Emap was comfortable increasing the cover price in July.

Hardest hit of the titles was NatMag's She magazine. Its circulation fell by more than 17.7%% in the last six months and 18.2% compared with the same time last year, down to an average 148,262 copies a month. However, NatMags has already announced it is to be relaunched as NatMag's "new" magazine in October, complete with a male editor, Matthew Line. She will also take on the thirtysomething target.

Other hard-hit titles were the two IPC titles Family Circle and Essentials, down by 15.9% and 15% for the year respectively. Company, part of NatMags, also saw a heavy decline, down by 9.2% period on period and 7.1% year-on-year to 325,185 copies.

Eve magazine, bought by Haymarket Publishing in January this year, saw a 8% rise for the year, up to 162,077 copies.

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