The National Magazine Company and Cond Nast have reported strong ABCs – led by their men’s style magazines – following a period of aggressive marketing and promotional activity.
Cond Nast’s GQ recorded a 25.7 per cent increase year-on-year to 126,227 in the July to December ABCs. It was followed by NatMags’ Esquire, which increased sales by 22 per cent to 110,583.
Both companies have followed a strategy of encouraging men to sample their titles during the past six months using cover mounts, ad campaigns and special editorial features.
“The predicted growth in the men’s market is happening,” says O&M Media press buying manager Helen Hudson.
A one per cent year-on-year increase by NatMags’ Cosmopolitan – to 460,582 – took the pressure off the title following a fall of 13 per cent in January to December.
Tatler was Cond Nast’s second fastest growing title with a circulation increase of 16.5 per cent to 85,373. The magazine is level with its upmarket rival Harpers & Queen – which remained static year-on-year at 85,451 copies.
* Company increased sales by 17 per cent year-on-year to 305,592, making it the third best-selling young woman’s glossy. She increased sales by 12 per cent to 281,109. Vogue sales improved four per cent year-on-year to 186,555, while Vanity Fair fell by one per cent to 78,121. Good Housekeeping increased sales by more than 50,000 copies year-on-year, an increase of 11 per cent to 518,435. House Beautiful sales fell five per cent year-on-year to 325,915, while Country Living enjoyed an increase of three per cent to 190,717. Brides and Setting Up Home saw sales fall by 3.9 per cent year-on-year to 63,161, while World of Interiors recorded a 12.7 per cent increase to 71,407. House and Garden increased sales by 6.2 per cent to 159,942.