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Magazine ABCs: IPC Media maintains dominance in home interests sector

IPC Media maintained its dominance in the home interests sector in the first half of 2014, with its Ideal Home, Style at Home and Living etc, all increasing their combined print and digital circulations.

Ideal Home: one of IPC Media's home interests titles to report increased joint circulations

Ideal Home: one of IPC Media's home interests titles to report increased joint circulations

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According to the Audit Bureau of Circulations report, Ideal Home maintained its position as the biggest magazine in the sector with an average combined print and digital circulation of 196,505, up 1.8 per cent year on year.

Style at Home, which was the only home interests title to report a double-digit increase in the final six months of 2013, had a combined circulation of 107,590 in the first half of 2014, up 9.9 per cent year on year.

The magazine, which has a more affordable positioning than some of its rivals, was also the only home interests title to increase its print circulation year on year (up 10.9 per cent to 106,406).

Living etc, which is a more modern title, had an average combined circulation of 95,877 between January and June 2014, up 1.2 per cent year on year.

Yvonne Ramsden, the publishing director of IPC's home titles, said: "IPC's homes portfolio is second to none. Our investment in quality editorial means our titles–and market-leading website housetohome.co.uk – are the first choice for interiors fans whose homes are constantly evolving and an expression of their personal style."

Hearst Magazines UK's Country Living reported the biggest drop in the sector, down 5.8 per cent to an average combined circulation of 178,900, followed by its sister title, House Beautiful, which was down 5.6 per cent to 111,679.

House Beautiful also reported the steepest year-on-year decline in print circulation, down 8.2 per cent to 110,669.

Heart's Elle Decoration fared better and maintained its overall circulation to 71,475, up 0.2 per cent year on year. However, Elle Decoration's print circulation of 65,592 represented a 7.7 per cent fall year on year.

Magazine Combined Total Average Circulation Combined Total Prior Period Change Print Total Average Circulation Print Total Prior Period Change Print Total Prior Year Change Digital Total Average Circulation Digital Total Prior Period Change Digital Total Prior Year Change
25 Beautiful Homes 97,611 -3.89% 96,584 -4.04% -3.92% 1,027 11.75% 19.14%
Country Homes and Interiors 92,779 -3.18% 91,098 -3.69% -1.47% 1,681 36.11% 97.07%
Country Living 178,900 -5.84% 176,397 -5.85% -4.64% 2,503 -5.33% -22.44%
Elle Decoration 71,475 0.15% 65,592 -0.11% -7.65% 5,883 3.07% -9.27%
Grand Designs 32,592 -3.91% 28,769 -5.50% -5.50% 3,823 10.01% 31.69%
Homes and Gardens 116,729 -4.50% 114,895 -4.66% -4.57% 1,834 6.69% 36.05%
House and Garden 117,083 -2.44% 115,170 -2.37% -5.39% 1,913 -6.41% -16.86%
House Beautiful 111,679 -5.59% 110,669 -5.46% -8.23% 1,010 -17.55% -21.83%
Ideal Home 196,505 1.76% 194,689 1.83% -1.71% 1,816 -4.62% 47.40%
Living etc 95,877 1.21% 92,224 0.73% -2.74% 3,653 15.02% 33.81%
Style at Home 107,590 9.91% 106,406 9.85% 10.94% 1,184 15.74% 85.58%
World Of Interiors 58,064 0.10% 56,628 0.22% -6.27% 1,436 -4.46% -9.63%
Your Home 124,590 1.38% 123,693 1.17% -3.91% 897 42.38%  

This article was first published on mediaweek.co.uk

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