Good Housekeeping newcomer to Top 10

ABC: The paid for magazine sector continues to struggle as only three of the Top 10 actively purchased titles reported an increase in circulation last year, according to the latest ABC figures.

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Good Housekeeping magazine, owned by NatMag, offered the only change within the Top 10 paid for titles, entering at number 10. It reported average circulation of 431,563 for the six months to December – its highest since 2007 and a 3.8% year on year increase. The title boosted its circulation 6.1% compared to the previous six months.

OK! magazine, owned by Northern & Shell, reported the biggest fall, reporting a 17.4% year on year drop in circulation to 435,886. Average circulation dropped 5.4% compared to the January to June period.

Radio Times boosted its average circulation by 1.4% compared to the previous six months, but still reported a 4% year on year decline.

Northern & Shell’s New! remained at number six but reported a 5.2% year on year fall to 557,065. Its stablemate Star dropped out of the Top 10 altogether.

TV mag TV Choice maintains its top spot with total average circulation of 1,362,384 for the six months to December 2010. The Bauer owned title boosted its average circulation by 4.6% year on year and 4% compared to the previous six months.

Bauer’s celebrity title Closer reported an 8% year on year fall to 488,375 and Take a Break dropped 7.3% year on year to 826,281.

Bauer’s heat magazine continued its decline shedding 20.2% year on year to 359,345 and 11.9% compared to the previous six months.

Reader’s Digest Magazine, which was bought out of administration by private equity group Better Capital for £13m, remains outside the Top 10 despite a massive sampling campaign in November to boost its reach. The title aims to boost its circulaton to 600,000 in the next three years.

It recorded a year on year decline of 22.7% to 432,070 but improved its circulation between June and December with only a 7.1% drop. It said at the time the sampling campaign would account for 15% of its July-December circulation.

The total average net circulation for the six months between July and December 2010 increased by 4% year on year, which Barry McIlheney, CEO of the PPA, says demonstrates the “continued strength of the medium of magazines at a time when many brands are expanding their reach by engaging with audiences on various platforms, from websites and apps to live events.”

Top 10 Actively Purchased Average Net Circualtion

TV Choice: 1,362,384
What’s on TV: 1,254,760
Radio Times: 955,218
Take a Break: 826,281
Saga Magazine: 625,331
New!: 557,065
Closer: 488,375
Glamour: 447,869
OK! Magazine: 435,886
Good Housekeeping: 431,563

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