ABC results show struggle for share in a congested market

EMAP’s monthly men’s title FHM continues its seemingly unstoppable rise in the latest magazine Audit Bureau of Circulations results, while its sister title Red makes an impressive debut.

The January-June figures have grown for all National Magazines titles but there is disappointment for Wagadon and IPC.

The NatMags portfolio of 11 glossy consumer titles, which includes She, Esquire, Company, and Zest, all recorded growth. Cosmopolitan was up seven per cent year-on-year to 472,263.

EMAP showed mixed results but saw an excellent performance by Red, which delivered a first ABC of 190,136 (10,000 over target), and from FHM, which led the continually growing men’s sector with an impressive 54 per cent rise to 775,451.

Wagadon’s new magazine Frank recorded a disappointing circulation of 41,548, half its target, while its flagship title The Face slumped by nearly 28 per cent to 78,173.

IPC saw only eight out of the 41 titles which reported figures showing increased sales year on year. Men’s title Loaded continues to go from strength to strength, with a 20 per cent increase to 456,373. However, non-celebrity women’s weeklies continued their decline, with IPC’s recently relaunched Eva showing a dramatic fall of nearly 30 per cent to 152,800.

Sophie Avery, director at Universal McCann and head of magazines, says: “I would question the future of the weeklies market, with the exception of the celebrity weeklies. The younger market is just not attracted to them and they are seen as tacky rather than glossy.”

Jackie Almeida, director at CIA Medianetwork, says: “What’s apparent is increasing congestion across sectors. There are just more titles fighting for share.”

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