MEDIA: Homes and garden publications sales figures fall

The proliferation of specialist and niche content in mainstream publications continues to erode magazine sales in the homes and garden sectors, according to the most recent ABC figures.

The proliferation of specialist and niche content in mainstream publications continues to erode magazine sales in the homes and garden sectors, according to the most recent ABC figures.

Home improvement and gardening may be among the most visible modern UK pasttimes, but this is not stopping big name specialist titles losing circulation.

And although the two areas have combined sales of three million per issue, both are in decline year-on-year.

ABC-audited home market titles saw an overall 13 per cent drop to 2.3 million per issue in July to December 2000, compared with the same period in 1999. The seven audited gardening titles were down nine per cent overall.

'The nationals and regionals and virtually all women's magazines have a gardening section now,' said Liz Harris, director of Paskett PR, which has a number of garden-related clients, such as Atco and Qualcast mowers.

Ten-year-old BBC Gardeners' World remained pick of the bunch with a circulation of 310,000, although even this was a three per cent drop year on year.

IPC's Your Garden fell 28 per cent year on year to 41,000.

In the home sector, market leaders Ideal Home (IPC) and House Beautiful (NatMags) fell nine per cent and ten per cent year-on-year, respectively, to 229,000 and 200,000. GE magazines' Inspirations dropped 32 per cent to 75,000 with (IPC's) Homes & Ideas down by the same figure to 122,000.

Harris said that while gardening magazines were still the priority target media in PR terms, women's, home interest and even men's titles were also now important.



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