IPC's Ideal Home slides as BBC Good Homes gets biggest rise

by Julia Pearlman, Brand Republic 18-Aug-05, 13:20

LONDON - IPC's Ideal Home magazine continues to lead the house and home market, but it slipped 5.2% in the last six months down to 247,006, with rival House Beautiful seeing its fortunes slide further, down 6.6%.

House Beautiful, published by The National Magazine Company, was down to 201,143 for the six months to June.

The best performing magazine in the homes sector was BBC Good Homes, up 4.5% for the period to 135,623, a 13% increase year on year.

IPC's Living Etc was up 4% period on period to 94,041, a 9.4% year-on-year hike.

Emap's Period Living & Traditional Homes performed the worst, dropping 13% to 55,337, down 22.3% year on year. The publication, which says it has a subscription renewal rate of 97%, recently launched its new-look format with the hope of attracting readers.

The magazine has been given a refreshed logo and a new American-sized format to give it a more "contemporary spin" with more emphasis on real-life homes, expert advice and a new website.

Real Homes Magazine, recently sold off to Hachette Filipacchi, is continuing to struggle. It was down 9.1% for the period and a whopping 27.6% for the year to 65,429 sales.

Country Living has continued to make a steady rise in readership with a 2.5% increase for the period and 5.7% increase year on year to 189,696, however it slips down one to fourth place.

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