News Magazines launched Love It! in February last year, a couple of weeks after ACP-Natmag came out with Real People. Real People is down 2.2% from its debut figure of 318,105 to 311,075.
Love It!'s tiny 0.6% increase from its January - June 2006 debut of 405,441 copies to 407,914 this period gives News Magazines some cause for celebration.
IPC's Pick Me Up, which launched in January 2005, registered a circulation of 424,410 -- its lowest yet and just over 16,000 copies more than its newer rival. Its figure is down 4.6% over six months and 13.7% over a year.
Although the launches have breathed new life into the sector over the past two years, the real life market has shrunk since their arrival.
The long-time market leader, H Bauer's Take A Break, is selling 1,027,013 copies, which is a drop of 5.1% over six months and down 11.1% over a year.
IPC's Chat is on 537,464, which is down 3.1% over six months and 10.8% over a year.
H Bauer's That's Life is in third on 464,762, down 5.2% over six months and 15.5% over a year.
Pick Me Up and Love It! occupy fourth and fifth place, with IPC's Woman in sixth on 388,998, a fall of 6.8% over six months and 14.8% over a year.
IPC's Woman's Weekly sold 387,098, down 1.1% over six months and 6.7% over a year.
ACP-Natmag's Best was the only other title apart from Love It! to show period-on-period growth. It sold 362,417, up 0.1% over six months but down 9.6% year-on-year to 400,807.
This means it has leapfrogged IPC's Woman's Own, which is on 356,811, down 3% over six months and 12.9% over a year.
Bella, published by H Bauer, registered a figure of 316,281, down 4.6% over six months and 17% over the year.
Full House, launched in March 2005 by Hubert Burda, continues to languish with 181,555 copies, a drop of 5.4% over six months and 23% over a year.