MAGAZINE ABCs: Glamour stretches lead over Good Housekeeping

Market-leading Glamour has increased its lead over second-placed Good Housekeeping in the women's lifestyle sector, which in the first six months was notable for steep falls in Company and More magazines' circulations.

Glamour: retains its premier position in the women's lifestyle sector
Glamour: retains its premier position in the women's lifestyle sector

Condé Nast's Glamour reported a circulation of  470,138 in the six months to end of June, down 11.3% on the year. 

However,  it outperformed Hearst’s Good Housekeeping which was down 5.2% on the year to 408,569, across a sector which has had mixed fortunes in the six months.

Hearst pointed to Good Housekeeping's multi-brand approach, including related products, books and the imminent launch of in September.

Glamour, likewise, has become much more than a pure magazine title, with its high-profile awards and other brand extensions.

The two big circulations falls were Bauer's More magazine, down a staggering 30.5% in the period to 106,065, while Hearst's Company was down 23.9% to 143,269.

At the start of the year, Company unveiled a new "streetwise" look that was designed to reflect the popularity of fashion blogging, as well as social media trends among young women. The cover price of the magazine remained at £2.

Other leading titles performed in line with the sector as a whole.

Cosmopolitan reported a circulation of 353,413, down 8.6% on the year.

It pointed to new print extensions Cosmo Body and Cosmo Beauty, which have helped the performance of the overall brand.

Like its rivals, Cosmopolitan also emphasised the performance of its digital and mobile offshoot brands.

Bauer's Grazia was down 13.5% on the year, but its managing director of lifestyle and advertising Abby Carvasso said the title was a strong performer in the sector.

She said: "Grazia is the only title to tap into the upscale environment every week, that is its point of difference. The demand from advertisers is at an all-time high."

Carvasso pointed to Grazia’s September "special fashion" issue which will boast a record 150 pages of advertising.

Bauer's sister title More had a nightmare six months, down more than 30% on the period, to 106,065.

Carvasso justified the falls by saying the title had received no marketing or price-promotion in the six month period, ahead of its relaunch in Jun, adding that "the title will now be relevant to the people of today."

IPC's flagship title Marie Claire was up 1.7% on the year to 255,021 copies.

Women's Health, Heasrt Rodale's quarterly offshoot title of Men's Health  which launched in February this year, reported a debut circulation of 100,289.

Other IPC titles, Woman & Home and Instyle, performed broadly in line with the market.

Along with More, the other big faller was Company, with the Hearst magazine falling more than 23% in the period, indicating that its January relaunch failed to resonate with consumers.


Title Publisher June end 2012





Glamour Conde Nast Publications
470,138 0.8% -11.3% Stylist Shortlist Media
431,266 0.5% 1.1% Good Housekeeping Hearst Magazines UK 408,569 -8.8% -5.2% Woman & Home IPC Media
353,731 -6.9% -4.5% Cosmopolitan Hearst Magazines UK 353,413 -6.4% -8.6% Yours Bauer Consumer Media 280,804 -0.7% -1.8% Prima Hearst Magazines UK 264,312 -6.2% -5.7% Marie Claire European Magazines Limited 255,021 -4.4% 1.7% Look Evarn
250,071 -10.8% -16.7% Red Hearst Magazines UK 226,116 -2.2% -2.2% Candis Newhall Publications
223,584 -0.4% -5.3% Vogue Conde Nast Publications
205,033 -2.7% -2.7% Grazia Bauer Consumer Media 190,053 -7.5% -13.5% Elle (U.K.) Hearst Magazines UK 189,568 -2.8% -3.8% Easy Living Conde Nast Publications
164,019 17.1% 3.8% Instyle UK IPC Media
163,432 -7.1% -6.7% Company Hearst Magazines UK 143,269 -23.9% -20.5% Harpers Bazaar Hearst Magazines UK 119,274 -0.6% 0.4% Essentials IPC Media
119,087 -7.6% -6.2% More! Bauer Consumer Media 106,065 -30.5% -37.6% Vanity Fair Conde Nast Publications
100,692 -1.8% 0.1% Women's Health Hearst-Rodale
100,289 n/a -n/a Psychologies Magazine Hearst Magazines UK 92,302 -11.7% -15.0% Tatler Conde Nast Publications
87,004 -1.2% -0.7%

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