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IPC Steadies the Home Interest Ship
Sales of titles in this sector rose marginally during the period in question, although this was largely due to the launch of Real Homes Magazine which appeared on the ABC survey for the first time in 1999.
The IPC publication, Ideal Home, enjoyed the greatest increase in sales – 54,357 or 27.2% year on year. The other success story was 25 Beautiful Homes, which saw its circulation go up by 15,336 (14.6%).
However, these rises came at the expense of other titles, notably House Beautiful which lost 65,984 sales (22.9%) while another market leader, Woman & Home, suffered a decline of 34,776 (10.5%).
| July-December 1999 ABCs – Home Interest Magazines | |||||
| Title | Publisher | Jul 98-Dec 98 | Jul 99-Dec 99 | Actual Change | % Change |
| 25 Beautiful Homes | IPC Southbank | 105,218 | 120,554 | 15,336 | 14.6 |
| BBC Good Homes | BBC Worldwide | 145,361 | 151,763 | 6,402 | 4.4 |
| BBC Homes & Antiques | BBC Worldwide | 213,571 | 200,426 | -13,145 | -6.2 |
| Country Homes & Interiors | IPC Southbank | 110,855 | 111,616 | 761 | 0.7 |
| Elle Decoration | EMAP | 60,216 | 60,330 | 114 | 0.2 |
| Good Housekeeping | National Magazine Company | 400,063 | 400,094 | 31 | 0.0 |
| Homes & Gardens | IPC Southbank | 171,556 | 172,473 | 917 | 0.5 |
| Homes & Ideas | IPC Southbank | 192,127 | 181,090 | -11,037 | -5.7 |
| House & Garden | Conde Nast | 163,313 | 150,414 | -12,899 | -7.9 |
| House Beautiful | National Magazine Company | 288,452 | 222,468 | -65,984 | -22.9 |
| Ideal Home | IPC Southbank | 200,070 | 254,427 | 54,357 | 27.2 |
| Inspirations For Your Home | GE Magazines | 122,832 | 112,121 | -10,711 | -8.7 |
| Living etc | IPC Southbank | 85,248 | 90,243 | 4,995 | 5.9 |
| Perfect Home | DMG Home & Leisure | 67,142 | 70,494 | 3,352 | 5.0 |
| Period Living | EMAP | 93,084 | 86,098 | -6,986 | -7.5 |
| Real Homes Magazine | Cabal Communications | n/a | 131,189 | n/a | n/a |
| Woman & Home | IPC Southbank | 330,001 | 295,225 | -34,776 | -10.5 |
| World Of Interiors | Conde Nast | 70,128 | 65,003 | -5,125 | -7.3 |
| Your Home | G & J of the UK | 201,607 | 181,263 | -20,344 | -10.1 |
| Total | 3,020,844 | 3,057,291 | 36,447 | 1.0 | |
| Home Interest Magazine Market Share By Publishing Company | ||
| Publishing Company | Jul 99-Dec 99 | |
| BBC | 352,189 | 11.52 |
| G & J of the UK | 181,263 | 5.93 |
| Cabal | 131,189 | 4.29 |
| Conde Nast | 215,417 | 7.05 |
| DMG | 70,494 | 2.31 |
| Emap | 146,428 | 4.79 |
| GE Magazines | 112,121 | 3.67 |
| Hearst Corporation | 622,562 | 20.36 |
| IPC | 1,225,628 | 40.09 |
| Total | 3,057,291 | 100.00 |