MAGAZINE ABCs: Bravery pays off for new launches Wired and Stylist

LONDON - Launching in a recession is a bold move for any publishing house, but new titles Wired and Stylist managed to put in a buoyant performance in the latest set of ABC figures.

Stylist: impressive debut ABC performance
Stylist: impressive debut ABC performance

Condé Nast’s glossy technology magazine Wired, which at its launch in May last year had a target circulation of 50,000 after a full year of publishing, looks on course to reach this figure, falling just short with its debut ABC circulation of 48,275.

The title placed 15th in the table of men’s lifestyle titles, with just under a fifth of the circulation of paid-for market leader Men's Health and less than 11,000 copies behind Future's gadget magazine T3 and NatMag's Esquire.

However, it should be noted that up to 20% of its circulation, some 10,000 copies were promotional bulk copies and not actively purchased.

Lindsey Wolfred, head of magazines at Mediaedge:cia, said: "Wired launched right in the middle of a recession. They’ve done very well and are on target. But, moving forward, they need to get very competitive with the top men’s titles in order to get on advertisers' schedules."

Shortlist Media’s free women’s weekly title Stylist also performed well, shooting in at number five in the highest-circulating women’s lifestyle titles.

The title, which launched in October last year, recorded an ABC circulation of 410,674, above Shortlist Media’s target for the title at 400,000.

Wolfred said: "Stylist was a really exciting launch for the industry. They haven’t done a lot of marketing, so their ABC figure is really impressive."

Wired, under editor David Rowan, is styled as an upscale glossy title exploring ideas, innovation and future trends in science, technology culture and business.

Stylist targets affluent ABC1 women in the 20-40 age bracket and focuses on fashion and style. It is edited by Lisa Smosarski, the former editor of More magazine.

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