Sales of six of The National Magazine Company’s eight glossy upmarket
titles dropped sharply in the second half of last year, according to the
latest ABC figures.
The poor figures follow a turbulent period for the publisher which had a
change of editors on four of its titles.
The biggest drop was shown by She which saw sales plummet 10 per cent to
252,046. Sales of Good Housekeeping, Country Living, Company, Esquire
and Cosmopolitan all fell. The only title to show any sales gain was
Harpers and Queen which increased sales by 5.6 per cent. House Beautiful
sales were static.
She editor Linda Kelsey left in December, Cosmopolitan editor Marcelle
D’Argy Smith left the magazine in June to be replaced by Company editor
Mandi Norwood, Country Living editor Francine Lawrence resigned in
She publisher Karen Pusey said that she expected a ‘softening of the She
market’ as she had not supported the title with any promotional activity
in the later half of the year while the company researched the future
direction of the magazine.
A National Magazine Company spokeswoman said other factors which are
likely to have affected sales across the company were the introduction
of the National Lottery and scratchcards and magazine cover price