MEDIA: Scratch cards irritant for IPC

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.

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.



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