Monthly magazine circulation figures expected to decline

Women’s monthly magazines are expected to reflect a difficult last six months when the Audit Bureau of Circulations are announced on February 16.

The ABCs for the July 1 to December 31 2005 period is expected to see a general slowdown in men’s and women’s monthly titles.

The jewel in the crown in the women’s sector, Condé Nast’s Glamour, is set to post a slight decline after five years of meteoric rises. The magazine has an ABC of 600,000-plus and is the UK’s highest circulating monthly.

In the men’s sector, EMAP’s FHM is reported to be down, while IPC’s Loaded is expected to post increased circulations.

Insiders add that Dennis Publishing’s Maxim, which leapfrogged Loaded to the highest position in its ten-year history, will report declines.

The industry will also be watching new launches such as Hachette Filipacchi’s Psychologies, which hit the stands last September, and the newly relaunched She.

The National Magazine Company relaunched She in the face of declining circulation late last year. Media buyers say both magazines are unlikely to delight.

A surprise in the women’s weeklies market will be OK! Magazine, which is rumoured to be up almost 20 per cent in the period.

Its September issue with the “exclusive” coverage of Jordan and Peter André’s wedding, sold huge numbers at the newsstands.

Condé Nast’s new monthly, Easy Living, launched in March 2005, is also expected to suffer sales decline.

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