MAGAZINE ABCs: Elle Decoration leads the resurgent homes market
The homes and gardens sector is performing strongly, with eight of the top 12 brands increasing their circulation, led by Elle Decoration, which rose 14.1% year on year.
Elle Decoration posted the biggest circulation increase in the homes sector
Rita Lewis, publisher of Elle Decoration, said: "This is an extraordinary performance at any time, but it is particularly outstanding in the context of a homes market that has been through a fundamental downsize."
The renewed interest in homes and gardens titles reflects the wider national trend of people spending money on their existing home, rather than ploughing money into property.
NatMags' Country Living, the second biggest-selling title in the sector, increased its circulation 4% year on year to 205,770, while the third-placed title, IPC’s Ideal Home, rose 8.4% to 203,020.
Both are closing the lead on market-leader BBC’s Gardeners’ World, which slipped 2.1% year on year and 18.3% over the six-month period to 212,439.
Dominic Murray, publishing director, said: "Gardeners’ World magazine has delivered another robust circulation performance, keeping us way out in front as the paid-for leader in this market.
"It is an exciting time for the brand thanks to the return of Monty Don as lead presenter, who has let us use his home garden as a new location for the TV programme."
NatMag's House Beautiful, which uses the strapline 'All you want from where you live' essentially held steady, posting a 1.7% dip year on year and a 8.6% rise for the period.
Hubert Burda’s Your Home dipped slightly to 128,695, despite increasing its circulation by 21% in the previous ABC results, but it leapfrogged Condé Nast’s House & Garden, which slipped 2.8% year on year to 127,053.
IPC, which dominates the homes sector in terms of title volume, secured an increase in circulation for both Homes & Gardens, which rose 3.9% year on year to 137,296 and 25 Beautiful Homes, which increased 3.6% year on year to 107,842.
Sister IPC titles Living Etc and Country Homes & Interiors also enjoyed circulation boosts of 5.4% and 3.3% respectively year on year.
Jackie Newcombe, managing director of IPC Southbank, said: "Our Homes portfolio targets affluent readers, who have not been as affected by the economic downturn as some other sectors.
"The homes team excelled throughout 2010 and the resulting growth in our circulation figures underlines IPC Southbank’s market-leading credentials in the homes sector."
IPC recently launched a new mid-market interiors title called Style at Home priced at £1.99, which Newcombe said is "exceeding our expectations".
This article was first published on mediaweek.co.uk
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