Northern & Shell gatecrashes Top 10 actively purchased titles

ABCs: The Top 10 actively purchased magazines have seen a shake up with Northern & Shell’s Star and New! gatecrashing the list for the first time.

Magazines

Latest ABC figures show that while the Top 3 remain the same , led by H Bauer’s TV Choice at 1.335,894, down 4.1% year on year, cheap and cheerful celebrity magazines have taken advantage of the recession .

New! and Star join resident Top 10 women’s titles OK! Magazine, Glamour and Closer. New! is now sixth, rising from 13th and up 35.1% year on year. Star is at 9, up from 24th place and the rise of both titles will be due in a large part to a price promotion cutting them to 90 pence.

Reader’s Digest, which is facing an uncertain future now parent US company has revealed a pensions deficit problem, has dropped out of the Top 10 and is down 20.4% year on year. Bauer Consumer Media’s heat has also slipped out of the Top 10 and is down 2.3% year on year under new editor Sam Delaney.

Bauer’s David Davies, managing director of heat and Closer, defends heat and says: “heat is in extremely strong shape, with new editor Sam Delaney ensuring heat’s can’t-be-matched content and unique tone of voice cuts through in a crowded and confusing marketplace.”

“Closer is the secret success story of the weekly market. It is premium priced, yet it consistently out-performs the cheaper, more down-market copycat titles – none of whom can match Closer’s consistent ability to dig up the biggest celebrity and real life stories.”

The Top 10 are: TV Choice, What’s On TV, Radio Times, Take A Break, Saga Magazine, New! Closer, OK!, Star, Glamour.

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