ABC Jan-Jun 2003: IKEA Room Surges In Home Interest Sector
The figures listed in NewsLine’s ABC reports are those reported by the Audit Bureau of Circulations (ABC) as of Thursday 14 August 2003. Late submissions and changes may be made after this date, and will thereafter be amended in MediaTel’s Press database. For full notes on how NewsLine’s reports are compiled please see Important Notes: ABC January – June 2003.
The latest ABC figures for the six months ending 2003 revealed a turbulent time for the home interest sector, which saw its overall circulation increase year on year despite declines at a number of key titles.
There was positive news for IKEA Room, which surged ahead as the sector leader with a 31.9% year on year increase in circulation to 474,270. The title, which contains ideas and angles on contemporary living and design, continues to benefit from the fact that it is available free to customers that spend £10 or more at IKEA.
The sector also received a boost from Publicis Blueprint’s Homebase Ideas, which recorded an initial circulation of 497,090 after launching last November. The magazine targets 30 to 45 years-old woman and claims to dramatise home entertainment in an ‘accessible, inspirational and stylish way’.
Meanwhile, Condé Nast’s World Of Interiors welcomed a 2.8% year on year increase in circulation to 64,567 with its take on interior design proving popular with its key 25 to 44 year-old, ABC1 readership. Hachette Filipacchi’s Elle Decoration also performed well with a 2.1% increase during the same period to 61,954.
IPC saw a healthy 3.4% improvement at its Homes & Gardens magazine, which is set to receive a major revamp ahead of its September issue (see IPC Gives Homes And Gardens A Makeover). However, IPC’s flagship home interest title, Ideal Home, recorded a slight 0.9% decrease in circulation to 273,489.
The latest ABC results also revealed a rough period for the National Magazine Company, which saw a 10.2% year on year decline in circulation at House Beautiful. However, Country Living fared slightly better during the first half, with a dip of just 1.6% to 170,137.
| Home Interest Magazines: Jan-Jun 2003 Year On Year Comparisons | |||||
| Title | Publisher | Jan-Jun 02 | Jan-Jun 03 | Actual Change | % Change |
| 25 Beautiful Homes | IPC Media | 133,808 | 132,759 | -1,049 | -0.8 |
| BBC Good Homes | BBC Magazines | 125,420 | 106,002 | -19,418 | -15.5 |
| BBC Homes & Antiques | BBC Magazines | 160,635 | 151,307 | -9,328 | -5.8 |
| Country Homes & Interiors | IPC Media | 103,228 | 101,528 | -1,700 | -1.6 |
| Country Living | National Magazine Company | 163,154 | 170,137 | 6,983 | 4.3 |
| Elle Decoration (B) (was Emap) | Hachette Filipacchi | 60,709 | 61,954 | 1,245 | 2.1 |
| English Home – UK Edition | Romsey Publishing | n/a | 80,138 | n/a | n/a |
| Homebase Ideas (R) | Publicis Blueprint | n/a | 497,090 | n/a | n/a |
| Home Building & Renovating (R) | Ascent Publishing | n/a | 35,935 | n/a | n/a |
| Homes & Gardens | IPC Media | 156,177 | 161,553 | 5,376 | 3.4 |
| House & Garden | Conde Nast | 148,470 | -148,470 | -100.0 | |
| House Beautiful | National Magazine Company | 189,569 | 170,200 | -19,369 | -10.2 |
| House & Garden | Conde Nast | 148,470 | 148,607 | 137 | 0.1 |
| Ideal Home | IPC Media | 276,063 | 273,489 | -2,574 | -0.9 |
| IKEA Room | John Brown Citrus Publishing | 359,524 | 474,270 | 114,746 | 31.9 |
| Living etc | IPC Media | 92,521 | 90,846 | -1,675 | -1.8 |
| Period Living & Traditional Homes | Emap | 75,274 | 72,649 | -2,625 | -3.5 |
| Real Homes Magazine | Cabal Communications | 133,020 | 116,104 | -16,916 | -12.7 |
| World Of Interiors | Conde Nast | 62,835 | 64,567 | 1,732 | 2.8 |
| Total | 2,388,877 | 2,909,135 | 520,258 | 21.8 | |
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