EMAP Elan and Metro boost sales

EMAP’s Metro and Elan titles enjoyed enormous increases in the latest set of circulation figures released last week.

Leading men’s title FHM leapt by 178 per cent, teen titles Smash Hits and J17 rose by 90 per cent and 86 per cent respectively, and home-interest title Period Living was up by 56 per cent. Elle and New Woman were, apart from Condé Nast’s Vogue, the only titles up year-on-year in the women’s monthly sector.

EMAP’s increases reflected the growth areas across the industry. Other men’s titles, IPC’s Loaded and Dennis’, Maxim achieved increases of 59.2 per cent and 62 per cent respectively. BBC Magazines’ teen titles Top of the Pops and Live & Kicking were up 119 per cent and 63.5 per cent respectively, and Attic Futura’s Sugar also put on sales.

Home-interest titles were up across the board, but women’s monthlies and weeklies were nearly all down, with IPC’s Eva reduced by 28.2 per cent.

The poor performance of EMAP Metro’s music titles was reflected across the whole sector. Select was down 25 per cent and IPC’s Vox and Melody Maker down 24.5 per cent and 18.2 per cent respectively.

National Magazines’ men’s title Esquire was down by 13.2 per cent and IPC teen titles Mizz and 19, down by 25 per cent and 19.5 per cent respectively.

Media Analysis, page 12