Essentials plummets as women's lifestyle sector contracts

by Joanne Oatts, Brand Republic 17-Aug-06, 13:20

LONDON - Women's lifestyle magazine circulations have declined, with IPC's Essentials and Marie Claire recording two of the biggest circulation falls in the magazine ABCs for January-June 2006.

Following a revamp last June, IPC SouthBank monthly title Essentials has fallen a huge 37.6% in the last six-month period to 74,189 -- the biggest decline in the women's lifestyle and fashion sector.

IPC's flagship women's title Marie Claire fell 10.9%, with its circulation down to 331,127 in this period. Earlier this week the publisher announced the title is to undergo a redesign, in time for the October issue. Richard Johnstone, publishing director at Marie Claire, said Marie Claire had particularly underperformed in supermarkets, where about 30% of fashion magazines are sold. The increase in the number of women's weekly celebrity and real life is believed to have had the biggest impact on this sector.

The second biggest decline was for fortnightly Real magazine, which fell 21.4% to 143,849. Published by Essential Publishing, the company was acquired by German media company Hubert Burda in April.

Cosmopolitan, owned by The National Magazine Company, reported its circulation dropping 4.2% to 442,384. Sam Baker, the editor, resigned this week to take up the same position at Hachette Filipacchi's Red magazine, one of the few monthlies to show an upturn. Its circulation rose 1% in the six month period to 221,940.

Nat Mags other titles, Prima, Company, Good Housekeeping and She, also recorded declines, with She faring the worst with a 6.8% fall to 146,001. Only society title Harpers Bazaar, formerly Harpers & Queen, increased circulation, with a 2.6% increase to 105,538.

IPC Media's In Style, which has just recruited Red's current editor Trish Halpin, rose 0.1% to 197,031. Other fashion-focused titles have performed better than the lifestyle sector with Conde Nast's Vogue recording an increase of 0.9% to 216,218 and Hachette's Elle rising 0.3% to 208,802. Glamour's circulation remained virtually unchanged at 586,056.

Emap titles showed varying results with Yours down 5% to 400,312, New Woman making a small rise of 0.3% to 231,785, Grazia performing better with a 2.6% rise to 175,218, and More! declining 2.1% to 271,999.

Following its acquisition by Brand Republic's publisher Haymarket last year, Eve rose 4.8% to 171,454. Relatively new title Easy Living, which was launched by Conde Nast in March last year, had the biggest increase of 9.8%, bringing its circulation up 200,083.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.