MEDIA: IPC merges four titles into two

Rising paper costs and falling sales have forced IPC to merge four titles into two within a week.

Rising paper costs and falling sales have forced IPC to merge four

titles into two within a week.



The 28-year-old Living magazine will be folded into the recently

relaunched Woman and Home magazine from the February 1996 issue.



Living was acquired by IPC from Stanbrook Publishing in 1988 along with

Family Circle and Practical Parenting.



Sales of Living fell 21.7 per cent year-on-year to 111,328 (Jan-Jun

ABC). Originally the only supermarket title, its sales have also been

hard hit by the success of titles published by supermarkets such as

Sainsbury’s, the Magazine.



Sales of Woman and Home were up 2.1 per cent year-on-year to 426,452

(ABC).



All of Living’s 16 editorial staff are expected to be offered jobs

elsewhere in IPC. Living editor Sharon Brown was not available to

comment on her future plans.



IPC has also folded the eight-year-old monthly gardening title The

Gardener into the monthly sister title Your Garden, launched in 1993.



Sales of The Gardener fell 37.7 per cent year on year to 41,908 while

sales of Your Garden fell 18 per cent year on year to 99,399.



David Hurrian, editor of The Gardener, will continue to contribute to

IPC’s Your Garden alongside his television commitments.



The gardening sector has been extremely hard hit with sales of all

gardening titles, with the exception of the market leader BBC Gardeners’

World, falling in 1994.



A spokesman for IPC said no other mergers were expected. He said the

mergers were not part of an overall plan to reduce the number of titles.



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