MAGAZINE ABCs: Glamour extends lead in women's sector
Handbag-sized Glamour retained the sector's top spot in today's ABC results, with a rise in circulation for the period of 2.1% to 526,216 copies, and no change in its year-on-year results.
Glamour: circulation reached 526,216 copies for the period
Simon Kippin, publishing director of Glamour, said: "Glamour is a very good consistent player. The gap between Glamour and Cosmopolitan and Company has lengthened to the biggest gap there has ever been. Glamour also outsells Elle and Marie Claire combined. I’m very pleased – Glamour has outshone the market."
Jane Wolfson, head of non-broadcast at media agency Initiative, said: "Glamour has had two covermounts during this period, which have encouraged readers to buy three issues and collect three products (James Brown and Benefit products) for each one. This means the results are not as valid, because if readers are buying three copies for the make-up, they are not reading all three."
The second-highest circulating title was NatMag’s Good Housekeeping. It has overtaken sister title Cosmopolitan magazine, which held second place in the previous ABC report in February.
Good Housekeeping saw a rise of 3% year on year, taking its circulation to 422,496. Cosmopolitan, which is a direct competitor to Condé Nast’s Glamour magazine, had a drop of 9% year on year, with the average monthly circulation for the period being 401,750. Cosmopolitan also suffered a 6.6% fall for the period.
Lizzie Kershaw, publishing director for Good Housekeeping, said: "Good Housekeeping has had a brilliant performance, with over 220,000 subscribers, which is up 2.5% year on year."
Stylist, ShortList Media’s free women’s weekly, has risen 2.6% period on period. The magazine, which had its first ABC results in February, recorded 421, 158.
Karl Marsden, managing director of ShorList Media, said: "Under the editorship of Lisa Smorsaski, Stylist has already become a must-read for hundreds of thousands of upmarket women. We’re absolutely delighted with this result on a brand that is still less than a year old."
Wolfson said the women’s sector was largely up due to Stylist's presence: "If you take out Stylist from the mix, period on period the market is down 3%, and year on year it’s flat."
IPC's Woman & Home magazine, which targets women in their forties and fifties, held its place as the fourth-most popular paid-for magazine in the sector, coming in at 369,321 copies with a 5.5% increase year on year.
Linda Swidenbank, IPC’s publishing director for Woman & Home, said: "Woman & Home performed as expected. It’s had 13 years of growth and is showing more growth. Subscriptions are very strong – the story continues."
InStyle magazine, which has been under the editorship of Eilidh MacAskil since February last year, was up 1.8% year on year, with an average net circulation of 186,251. Swidenbank, also publishing director of InStyle, said: "Growth is coming through for InStyle and the advertisers are understanding what we are doing with it, which is great."
Marie Claire, also part of the IPC stock, recorded a slight dip year on year, down 1.9% to 280,021, and a 1.1% dip for the period, despite an attractive covermount with the July issue, which offered a Cowshed product.
Red magazine, which is set to relaunch its website by the end of the year, leaped ahead of Grazia and Company magazines, recording 230,067, a 5.2% rise year on year.
Hachette Filipacchi’s "thinking women’s glossy", also saw a 1.6% rise for the period. Nadia Dawson, publisher of Red, said: "Having delivered its highest-ever ABC for the second period in a row, Red has defied the recession."
Psychologies magazine, also published by Hachette, and where Louise Chunn took over from launch editor Maureen Rice in November last year, remained down, 8.9% year on year, with a 9% drop for the period. Its average net circulation was 119,025.
Among the weeklies, Look magazine, published by Evarn Ltd, a joint venture between IPC Media and Group Marie Claire, remained essentially steady, with an average circulation of 313,358, a 0.7% dip year on year and a 0.1% rise for the period.
Andy Taylor, head of press at Carat, said: "Look has invested heavily in its magazine in the last few months, following a soft redesign and change in editorial, so I imagine IPC will be feeling disappointed at its stable result."
Bauer’s Grazia was flat year on year, with a -0.4% result for the period, pulling in an average net circulation of 228,770. Carat's Taylor said: "I’m not surprised that Bauer is plotting a spin-off of the Grazia brand to produce a men’s magazine. Grazia is an institution, it’s a natural brand extension."
IPC’s Essentials magazine retained its position as recording the biggest year-on-year increase at 12.9% and 2.9% for the period, coming in with a circulation of 115,432 copies.
Bauer’s More! experienced a dip year on year, with a 1.9% drop and a 13% drop for the period. It has a circulation of 187,159.
Condé Nast’s fashion title Vogue continues to lead the high-end fashion magazines in the sector, with 210,561 copies in circulation and an unchanged result year on year.
Stephen Quinn, publishing director of Vogue, commented: "With actively purchased copies up by 1% and subscriptions rising by 7%, Vogue continues to reinforce its position as the fashion bible. This is coupled with improving advertising volumes, a sign of confidence returning to the market in general."
Elle, published by Hachette Filipacchi, remained Vogue’s biggest competitor, coming in with a circulation of 195,625 and a 0.2% rise year on year.
Of the high-end fashion monthlies, Harper’s Bazaar had the largest increase, with a 8.1% increase year on year, showing boosted sales of 7.2% for the period.
Vanity Fair and Tatler, both Condé Nast publications, were steady year on year, with slight growths of 0.7% and 1.6% respectively, bringing in circulations of 102,445 and 86,448.
|Top 24 women's lifestyle magazines|
|5||Woman & Home||IPC||369,321||0.3%||5.5%|
|9||Marie Claire||European Magazines||280,021||-1.1%||-1.9%|
|15||Elle (U.K.)||Hachette Filipacchi||195,625||0.1%||0.2%|
|18||Easy Living||Condé Nast||170,054||0.0%||-5.5%|
|20||Psychologies Magazine||Hachette Filipacchi||119,025||-9.0%||-8.9%|
|23||Vanity Fair||Condé Nast||102,445||0.0%||0.7%|
*Free title - 0% actively purchased
This article was first published on mediaweek.co.uk
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