The six-monthly audit of magazine sales from the Audit Bureau of
Circulations will reveal that, overall, the sector has experienced a
rollercoaster ride, with few major winners in the main consumer
The women’s weeklies market has seen mixed fortunes. Northern & Shell’s
gossip glossy, OK! magazine, will break through the 500,000 mark for the
first time to overtake its rival, Hello!, with a reported circulation of
around 551,000. This will represent an increase of 33 per cent period on
period, helped by the special issues on Posh Spice and David Beckham’s
high-profile wedding. Hello! will be up slightly period on period, while
IPC’s gossip magazine, Now!, will report an increase alongside its
sister title, Chat.
Other weekly titles, including established brands such as Woman, Woman’s
Own and Woman’s Realm, will report lacklustre figures as the market
fights eroding sales.
The TV titles have been hit by the invasion of H Bauer’s new title, TV
Choice. IPC’s more established rival magazine, What’s On TV, has managed
to maintain a stable circulation, while other titles, such as TV Times,
published by IPC, H Bauer’s TV Quick and BBC Magazines’ Radio Times have
all suffered a downward trend in sales.
The men’s magazine sector will continue to suffer an overall trend
towards falling sales, although the circulations for Emap Metro’s FHM,
Cabal Communications’ Front and Conde Nast’s GQ will be up slightly.
Sources say IPC’s older men’s title, Later, will report a first ABC of
Industry sources predict that the women’s glossy magazine market will
remain stable overall with no huge increases in sales.
A senior media source said: ’Traditionally this should be a good period
for magazines. If there are a lot of minuses it is a bad sign for the
industry as a whole.’