IPC has blamed the National Lottery for a blow to the sales of its
women’s weekly titles while announcing its July to December ABC figures.
Sales of 40 of its 61 titles were down year-on-year. IPC’s Weeklies
Group managing director Nigel Davidson said a study of the impact of the
National Lottery Instants scratch cards over a 13 week period following
their introduction provided the first real evidence that sales of
women’s weeklies had fallen as a direct result of the lottery.
However he said sales had now steadied as women had possibly deciding to
return to buying their magazines, but on a less frequent basis. His
comments follow rival Emap’s claim last week that the Lottery did not
affect its ABC results. Gruner and Jahr will not release an ABC for its
women’s weekly Best until 20 February.
Sales of IPC’s Woman fell 1.5 per cent to 800,099, Woman’s Own dropped
4.3 per cent to 761,024, Woman’s Realm plummeted 12.5 per cent to
307,237 and Woman’s Weekly fell 5.5 per cent to 754,110. However, sales
of Chat were up 5.7 per cent to 572,055.
Davidson said sales of the TV weeklies titles were unaffected by the
lottery. But sales of TV Times and What’s On TV both fell slightly while
sales of TV and Satellite Week were up six per cent.
IPC’s biggest success continues to be men’s magazine Loaded which
clocked up a staggering 82.5 per cent increase in sales to 174,763.
Improved sales of Yachting Monthly and Yachting World and Classic Cars
were a clear indication, said IPC specialist group managing director
Linda Lancaster Gaye, that the recession was almost over.