Home Interest Sector Continues Its Downward Spiral
The latest circulation report from ABC for home interest magazines shows a downward spiral for the sector. Overall the market lost 8.4% of its total sales, an actual loss of 229,000. These losses are nearly twice as much as the previous audit, when 4.5% of its total circulation was wiped out.
Leading the market with the highest circulation figure is Woman & Home with a total of 269,401, despite a loss of 8.7% in a year on year analysis. Worst casualties were IPC’s Homes & Ideas, which fell 32% during the period and Mongoose Media’s Inspirations For Your Home, down 33% in a year on year analysis.
Few titles made gains over the period. These included Real Homes from Cabal Communications which saw a 7% increase and Natmags’ Country Living, up 6.7%.
| Jul-Dec 2000 ABC’s – Home Interest Magazines | |||||
| Title | Publisher | Jul-Dec 99 | Jul-Dec 00 | Actual Change | % Change |
| 25 Beautiful Homes | IPC Media | 120,554 | 122,101 | 1,547 | 1.3 |
| BBC Good Homes | BBC Magazines | 151,763 | 133,220 | -18,543 | -12.2 |
| BBC Homes & Antiques | BBC Magazines | 200,426 | 176,455 | -23,971 | -12.0 |
| Country Homes & Interiors | IPC Media | 111,616 | 95,063 | -16,553 | -14.8 |
| Country Living | National Magazine Company | 150,047 | 160,162 | 10,115 | 6.7 |
| Elle Decoration | Emap | 60,330 | 61,867 | 1,537 | 2.5 |
| English Home – UK Edition | Romsey Publishing | n/a | 34,395 | n/a | n/a |
| Homes & Gardens | IPC Media | 172,473 | 165,595 | -6,878 | -4.0 |
| Homes & Ideas | IPC Media | 181,090 | 122,830 | -58,260 | -32.2 |
| House & Garden | Conde Nast | 150,414 | 150,152 | -262 | -0.2 |
| House Beautiful | National Magazine Company | 222,468 | 200,083 | -22,385 | -10.1 |
| Ideal Home | IPC Media | 254,427 | 229,728 | -24,699 | -9.7 |
| Inspirations For Your Home | Mongoose Media Ltd | 112,121 | 75,291 | -36,830 | -32.8 |
| Living etc | IPC Media | 90,243 | 85,036 | -5,207 | -5.8 |
| Period Living | Emap | 86,098 | 84,120 | -1,978 | -2.3 |
| Real Homes Magazine | Cabal Communications | 131,189 | 140,348 | 9,159 | 7.0 |
| Woman & Home | IPC Media | 295,225 | 269,401 | -25,824 | -8.7 |
| World Of Interiors | Conde Nast | 65,003 | 65,183 | 180 | 0.3 |
| Your Home | National Magazine Company | 181,263 | 136,642 | -44,621 | -24.6 |
| Total | 2,736,750 | 2,507,672 | -229,078 | -8.4 | |
Due to the general decline of the home interest sector, fewer publishers have managed to stay within it. However IPC media still maintains its dominance of the market with a 43% share of total circulations. Natmags trails behind in second place, with a 20% share.
| Home Interest Magazine Market Share By Publishing Company | ||
| Publishing Company | July 00-Dec 00 | |
| BBC | 309,675 | 12.35 |
| Conde Nast | 215,335 | 8.59 |
| Cabal Communications | 140,348 | 5.60 |
| Emap | 145,987 | 5.82 |
| National Magazine Company | 496,887 | 19.81 |
| IPC Media Ltd | 1,089,754 | 43.46 |
| Mongoose Media Ltd | 75,291 | 3.00 |
| Romsey Publishing | 34,395 | 1.37 |
| Total | 2,699,179 | 100.00 |
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