IPC’s New Eden falls victim to poor circulation figures

IPC Media has closed its upmarket gardening title New Eden because of poor circulation in the increasingly competitive gardening market.

IPC Media has closed its upmarket gardening title New Eden because

of poor circulation in the increasingly competitive gardening

market.



The bi-monthly, glossy magazine registered a disappointing ABC of 25,820

in the six months to December 1999. When it launched, IPC hoped the

magazine would get a circulation of around 70,000.



Sophie Jones, the publisher for New Eden, said: ’New Eden has been

suspended since Friday, the last issue (for July/August) is on sale at

the moment.’



She added: ’When we launched last April it was the first real

contemporary gardens magazine. But we weren’t the first to spot that

emerging trend.



We don’t think readers are in sufficient numbers for it to be

commercially successful.’



New Eden’s staff will be absorbed into other departments within IPC.



The magazine’s editor, Tim Richardson, will be moved over to work on

internet development projects.



The magazine, which cost pounds 3.50, was aimed at design-conscious

people in their late 20s to mid 40s who bought home-interest titles. It

was keen to attract advertisers from the lifestyle sector, as well as

the more traditional gardening market. The launch of other gardening

magazines, attracted by the booming gardening market, however, put

pressure on the title, which had hoped to carve out a new niche for

itself.



The gardening magazine sector as a whole performed well during the last

ABC figures to the end of December 1999. The overall market was up 1.8

per cent year on year, with titles such as Amateur Gardening from IPC

Media performing particularly well, with a 9.9 per cent year-on-year

increase.



The largest circulating magazine in this sector is BBC Worldwide’s BBC

Gardeners World, which remained stable at around 321,670.



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