NEWS: Loaded boosts mixed IPC ABC figures

IPC Magazines has reported a mixed bag of ABC figures, with the young men’s title, Loaded, soaring 82 per cent year on year, but several other titles losing key ground.

IPC Magazines has reported a mixed bag of ABC figures, with the young

men’s title, Loaded, soaring 82 per cent year on year, but several other

titles losing key ground.



In the weeklies group, Chat notched up its fifth consecutive year-on-

year rise, climbing 5.7 per cent to 572,055. However, all other women’s

titles fell, with Woman’s Realm suffering the most, slumping 12.5 per

cent to 307,237.



The two established TV listings titles, TV Times and What’s on TV,

slipped 0.7 and 0.2 per cent respectively, although the newest arrival,

TV and Satellite Week, rose 6.4 per cent to 190,563.



Nigel Davidson, the managing director of the Weeklies Group, said: ‘We

did take a bit of a hit. There was a downturn of 4 per cent in week 13

when the lottery Instants launched, but I think the market has now

steadied.’



Figures for the Southbank Group, which include IPC’s fashion and beauty

and home interest titles, were also patchy. The flagship glossy monthly,

Marie Claire, recorded yet another year-on-year increase, up 5.1 per

cent to 452,521. Options inched up 1.9 per cent, while the ‘baby

glossy’, 19, rose an impressive 6.8 per cent to 216,959.



However, the home interest titles within the group performed badly -

Country Homes and Interiors, Homes and Gardens, Homes and Ideas and

Ideal Home all showed double digit declines.



In the specialist group, Loaded’s huge increase took the heat off other

underperforming titles. Among the music titles, only New Musical Express

recorded a sales increase, climbing 3 per cent to 117,169. Most titles

in the Specialist Group’s leisure, and science and special interest

divisions, showed sliding sales. One exception was New Scientist, which

inched up 1.6 per cent year on year.



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IPC ABC HIGHLIGHTS

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Title                          Sale     Yr/yr % change

Marie Claire (m)              452,521         5.1

Options (m)                   161,312         1.9

Homes and Ideas (m)           233,920       -18.0

19 (m)                        216,959         6.8

Chat (w)                      572,055         5.7

TV Times (w)                1,007,964        -0.7

What’s on TV (w)            1,629,133        -0.2

TV and Satellite Week (w)     190,563         6.4

Loaded (m)                    174,763        82.5

Vox (m)                        94,505       -15.9

Source: ABC July -December 1995; m=monthly, w=weekly

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