ABC Consumer Jul-Dec 2010: Women’s Weeklies

The post-recession market seems to have had a huge impact on the Women’s Weekly magazine sector, with all but three titles in our analysis seeing their circulations fall over the year.

However, Shortlist Media is one publisher that has a reason to celebrate today – Stylist magazine was one the three titles in the sector to enjoy an increase in circulation during the year (up 3.3%).

The weekly freebie now distributes more than 424,000 copies – putting it in sixth position behind well-known brands including OK! and Closer. Meanwhile, Stylist‘s stablemate Shortlist magazine topped the Men’s Lifestyle charts once again.

Real People and The Lady also bucked the overall downward trend in the weekly sector, posting year on year percentage increases.

However, the overall Women’s Weekly market is in a state of decline, with 25 titles in our analysis posting year on year decreases in circulation.

Richard Desmond’s Northern & Shell titles OK!, Star and New! witnessed a substantial fall in sales during the period. OK! suffered a 23.4% year on year decline.

Bauer Consumer Media’s Heat also fared particularly badly – down 19.3% year on year. Now, That’s Life!, Pick Me Up and Love It! were among the other casualties in the weekly market.

Overall, the Women’s Weekly sector is down (on average) 7.4% on last year.

MediaTel Subscribers can get quick access to all the latest circulation figures in our new ABC Circulation: Consumer Magazines.

Log into MediaTel first, for the link to take you directly to the report.