Plummeting sales force NatMags to axe title

The National Magazine Company has pulled the plug on its home interests title Your Home, following a decline in advertising revenues and copy sales.

Your Home’s circulation dipped 24.5 per cent year on year and 19.7 per cent period on period to 115,111 copies, according to the July to December 2002 Audit Bureau of Circulations (ABCs).

The title was acquired from German publisher Gruner & Jahr three years ago, along with women’s weekly Best and women’s monthly Prima (MW July 20, 2000). This is the first G&J title to have been axed following the acquisition.

NatMags also owns House Beautiful magazine, which forms part of its women’s home and lifestyle group. The group also includes the Prima, Prima Baby and Best titles.

Meanwhile, rival publisher IPC Media has shut down its floundering dance title Muzik, which has also experienced poor sales and advertising revenues.

The last issue of the monthly dance magazine will be on sale on July 9.

The latest July to December 2002 ABCs figures for Muzik show a drop of 11 per cent year on year and a slight increase of 0.2 per cent period on period to 36,089 copies a month.

Muzik is the second music title that IPC has been forced to close due to falling revenues and changing music tastes. Three years ago, it axed rock bible Melody Maker, after an unsuccessful relaunch in a new magazine format.

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