Emap Consumer Magazines has unveiled a bumpy set of circulation figures
for the last six months of 1995, with almost all its flagship youth
titles suffering falls in sales.
But other sectors performed well. Metro division stalwarts such as Q,
Mojo, Select, Sky, Premiere, FHM and Sky all recorded highest-ever ABCs,
with the film title Empire and the fashion title FHM producing increases
of 13 and 42 per cent, respectively.
However, almost every established title in the youth sector recorded
year-on-year declines. The market-leading young women’s weekly, Just 17,
from Emap Elan, saw sales decline 31 per cent year on year, while Emap
Metro’s Smash Hits slumped 19 per cent. Big fell by 32 per cent.
Only More! bucked the trend, climbing 3.2 per cent to its highest ever
figure of 427,413, while the monthly It’s Bliss, which was launched last
March, turned in its first ABC figure of 262,633.
Tom Moloney, the chief executive of Emap Consumer Magazines, said: ‘The
youth market is the most competitive area. The past 18 months have seen
five new launches, including Attic Futura’s Sugar. We’re very pleased
with It’s Bliss, but we’ve got work to do with Smash Hits and Just 17.’
Sugar’s latest ABC is 318,053.
A number of titles have turned in star performances, with 19 achieving
highest-ever sales and 15 claiming leadership in their particular
market. And Max Power, the magazine ‘for young men with loud cars’, has
overtaken the market leader, BBC Magazines’ Top Gear, to hit its highest
ever ABC of 160,461, a jump of 43 per cent.
Emap Elan’s glossy women’s monthly, Elle, recorded a sales fall of 11
per cent, while New Woman notched up a 2.5 per cent rise to 263,464.
Moloney said Emap’s decision to unveil ABCs for all its 90 consumer
titles on the same day was designed to provide agencies with ‘faster,