Men’s and women’s lifestyle magazines turned in a flat performance
in the latest ABC circulation figures, but the women’s health and beauty
sector is booming.
Four new entrants in the men’s market stole a march on the leading
titles in the sector. FHM suffered a 6.5 per cent drop in circulation
compared to the same period last year. The magazine now has 703,000
readers, almost 50,000 less than last year. Loaded lost 18.8 per cent of
its readers, and Men’s Health’s figures fell by 17.5 per cent.
The best-performing new entrant was Cabal Communications’ Front, which
now has 142,000 readers. Other new launches include Later, with a
circulation of 90,500 readers, and Stuff which sells 52,000.
John Brown Publishing’s Bizarre and Wallpaper have overtaken Esquire and
Sky for the first time.
Women’s lifestyle titles appeared to perform well, with a 40.5 per cent
increase. But discounting the top-circulation titles, Boots Health and
Beauty, Voila Magazine and Debenhams, which are not monthlies, the
sector saw a 2.4 per cent drop in readers.
Prima, the best performing monthly in the same period last year, saw its
circulation drop 17.4 per cent to 421,000. Family Circle saw a 22.1 per
cent drop, and Minx and Company also suffered double figure losses.
Woman’s Journal performed well, with a 20.4 per cent increase. The title
now has 133,000 readers. New Woman was up by 5.6 per cent.
In women’s health and beauty, four new entrants lined up against the
existing titles in the sector, sparking an overall rise of 64.4 per
cent.
The most successful was Attic Futura’s Shine, with a circulation of
103,000.
It is now the third biggest after Top Sante and Zest. Attic Futura’s
other new launch in the sector, Real Health and Beauty, did less well
with 41,000 copies sold.
The young women’s sector fell by 6.5 per cent, while home interest
titles rose by 5.2 per cent.
