Within the sector, there is a mixed bag of results between the free and paid-for titles, according to the latest ABC figures.
Asda’s magazine has taken over Tesco’s to become the top-circulating title in the cookery and kitchen sector.
Publicis Blueprint’s free Asda Magazine marked a 28% year on year average net distribution increase in 2010, up 22.3% for the six months to December to 2,381,137.
Tesco’s free flagship magazine, published by Cedar Communications, reported a yearly distribution decline of 3.5% to 1,983,837, down 0.7% for the six month period.
Its free sister publication Tesco Real Food, which launched in March to complement the flagship magazine, also saw a distribution decrease of 3% for the six month period to 1,212,500, meaning both titles do still outweigh Asda when combined.
The free Morrisons Magazine, published by Result Customer Communications reported a distribution increase of 14.7% for the year to 1,117,712.
John Brown’s £1 Waitrose Kitchen, which launched in April saw circulation up 2.3% in the period to 346,761, making it the most-circulated paid-for cookery magazine.
However, Sainsbury’s paid-for magazine, published by Seven Squared, is down 10.6% year on year to 300,027.
In the paid-for cookery and kitchen market, BBC Worldwide’s Good Food posted a strong period on period circulation increase of 8.6% to 332,198, but is down 5.5% year on year.
BBC Magazines publishing director for food Alfie Lewis says: “The reach of the brand is far higher than it has ever been. We focus on high quality content across all formats, despite the fact that some of these are free, and we think this has helped grow our reach and fame.”
Lewis says the Good Food website achieved 3.7 million unique users for December and praises the title’s other “world class” digital formats such as the iPad app which launched in January.
BBC Magazines’ other food title Olive also grew, with circulation up 9.3% for the period and 2.9% for the year to 96,034. However, its Easy Cook title was down 20.3% year on year to 65,245.
Sainsbury’s’ brand ambassador, Jamie Oliver, is also the face of a standalone magazine, Jamie, which reported a 13.7% year on year decline to 63,120, but managed to regain 13.7% for the six month period.
Eye to Eye Media’s Delicious magazine reported a 1.2% increase for the six month period, but down 1.3% year on year to 102,808.
IPC Media’s quarterly Woman & Home Feel Good Food, which launched in 2006, reported a debut ABC figure of 64,638.