Love It! closes in on Pick Me Up in shrinking real life sector

LONDON - Love It! has narrowed the gap between itself and rival launch Pick Me Up to 16,000 copies as the real life sector lost circulation, according to the ABC figures for July - December 2006.

Love It! closes in on Pick Me Up in shrinking real life sector
With almost every other real life magazine selling fewer copies than six months and a year ago, Love It! has grown its market share and overtaken IPC's Woman to claim fifth place.

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.

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