IPC women’s weekly magazines achieve market dominance

The two market-leading titles in the women’s weeklies sector, both from IPC, enjoyed rises but there were falls for most of the rest of IPC’s titles.

The two market-leading titles in the women’s weeklies sector, both

from IPC, enjoyed rises but there were falls for most of the rest of

IPC’s titles.



Woman and Woman’s Own, published by the Weeklies Group, continue to

dominate the market, with year-on-year increases of 3.5 per cent and 6.2

per cent, respectively. The rises take Woman’s circulation to 828,114,

its highest ABC for six years, and Woman’s Own’s to 808,311.



Chat, Eva, Woman’s Realm and Woman’s Weekly all suffered year-on-year

declines. Eva, IPC’s ’budget brand’, suffered the worst slump, down 29.6

per cent year on year to 262,040. Woman’s Realm fell 18.5 per cent to

250,261, while Woman’s Weekly was down 7.7 per cent to 696,212.



Here!, launched by Gruner and Jahr in May, immediately prompted IPC to

slash the cover price of its leading titles (Campaign, 14 June

1996).



Here!’s debut circulation figure was 426,124 for the six months to

December.



H. Bauer Publishing launched Enjoy in September 1996 but does not

publish an ABC audited figure, while it is too early to officially audit

IPC’s newcomer, Now.



Nigel Davidson, the managing director of the IPC Weeklies Group, said:

’There’s a serious share battle we can’t afford to lose. Our titles will

develop by this time next year; we don’t intend to be beaten.’



IPC continued to dominate the TV listings market, despite the launch of

several listings sections by national newspapers. What’s On TV stays on

top, up 2.9 per cent to 1.7 million. BBC Magazines comes in at number

two, with an ABC of 1.4 million for Radio Times, a 4 per cent fall year

on year.



WOMEN’S WEEKLY MAGAZINES

Title              Jul-Dec 95       Jul-Dec 96         % change

Chat                  572,055          526,365             -8.0

Eva                   372,295          262,040            -29.6

Woman                 800,099          828,114              3.5

Woman’s Own           761,024          808,311              6.2

Woman’s Realm         307,237          250,261            -18.5

Woman’s Weekly        754,110          696,212             -7.7

Here!                     n/a          426,124            n/a

Source: Audit Bureau of Circulations

TV WEEKLY MAGAZINES

Title              Jul-Dec 95       Jul-Dec 96         % change

What’s on TV        1,629,133        1,675,844              2.9

Radio Times         1,464,392        1,405,862             -4.0

TV Times            1,007,964          981,811             -2.6

TV and Satellite

Week                  190,563          194,626              2.1

Cable Guide           470,891          908,187             92.9

Source: Audit Bureau of Circulations



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