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UK's ABC Figures Reveal Surprisingly Strong Women's Glossies, Weaker Men's Mags
By: Sasha Wilkins
NEW YORK, Feb 15, 2002/ --- The UK's latest batch of Audit Bureau of Circulation figures for
the period from July to December 2001 has been released, and though a significant downturn
in circulations was expected, sales have remained generally stable.
The women's glossy magazine market actually gained a circulation of around 6 percent,
against an industry average of a 0.8 percent drop.
Condé Nast Managing Director Nicholas Coleridge said, "'No publisher is underestimating the
challenge at newsstand, particularly in the months immediately following the September 11th
tragedy. In this context, I am pleased that several of our titles - notably Vanity Fair and
Condé Nast Traveller - can announce record circulations, and that Glamour has dramatically
over-performed for the second period in succession."
British Glamour is the success story of not just the English arm of the publishing behemoth,
but of Condé Nast as a whole. Its enormous growth since its launch in March last year has
resulted in a UK circulation of 414,453, beating traditional market leader Cosmopolitan
into second place in terms of UK sales.
Editor Jo Elvin is understandably happy. "The team and I are absolutely thrilled with this
figure, which has exceeded all expectations. I always suspected that like me, thousands of
women were ready for a magazine that delivered great, broad-appeal content without sacrificing
quality or style. In the end, being proud of such a refreshingly different women's magazine
possibly means even more to me than market position."
Emap also has cause to celebrate, as New Woman achieves its highest average monthly circulation
since launch, reaching 305,088. The magazine, which has shown consistent and significant growth,
has prospered alongside Red, which is up by 12 percent year-on-year at 173,774.
Meanwhile, over at IPC Southbank, now owned by AOL Time Warner, the barely year-old British
edition of InStyle has failed to catch the English imagination in the same way as Glamour,
registering an ABC of just 151,159. IPC Southbank's decision last March to replace Marie
Claire editor Liz Jones with Marie O'Riordan in the face of falling sales figures has been
justified though, with an ABC of 382,094, up 3.2 percent period-on-period.
In the traditional Harper's and Queen versus Tatler circulation battle,
Harper's, under ex-Tatler deputy editor Lucy Yeoman's editorship, claims victory overall
with an ABC of 86,039 against Tatler's 82,026. Tatler claims a higher UK circulation though,
71,094 versus 68,293.
British Vogue, under editor Alexandra Shulman, has an ABC standing at 195,967, a year-on-year
drop of 3.7 percent.
The situation is not looking quite so healthy in the men's glossy magazine market, where the
majority of titles have posted significant circulation drops, with an average period-on-period
drop of 8.5 percent, and an average year-on-year drop of 13.5 percent.
Loaded is one of only three titles in the men's market to show a period-on-period increase.
This is alongside Front and Men's Health, whose circulations also rose by 1.1 percent.
FHM, Maxim and Arena posted period-on-period drops of 18.5 percent, 9.3 percent and 23.8
percent, respectively.
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