D.I.Y Fatigue Hits Ad Revenue At Home Interest Titles
ABC results for the six months to December 2002 revealed a mixed performance for the home interest magazine sector, which appears to be suffering from a downturn in the ongoing D.I.Y craze (see ABC Jul-Dec 2002: Home Interest Sector Hit By DIY Dismay).
Natmag’s Your Home, which focuses of affordable home makeovers, bore the brunt of the bad news, with circulation declining by 24.5% year on year to 115,111, Figures from Nielsen Media Research also bring bad new to the title, with display ad revenue declining by 8.5% year on year to below £1.4 million.
House Beautiful also had a rough ride in the second half of 2002, with circulation declining by 11.6% year on year to 170,019. However, the title saw ad revenue rise by a 3.1% to over £4 million between July and December 2002.
Elsewhere, IPC’s Living etc, which is aimed at a younger, more cosmopolitan audience, saw ad revenue increase by a modest 0.7% year on year to almost £2 million. This was overshadowed by the magazine’s impressive 13.9% year on year increase in circulation, which rose to 92,695 in the six months to December.
Despite seeing circulation decline by 2.8% in the second half of 2002, Cabal Communication’s Real Homes, managed a notable 35.6% year on year increase in display ad revenue during the same period. However, IKEA Room saw the most significant upward movement in terms of ad revenue, which soared by more than 100% in the six months to December to reach £414,787. The quarterly title did not report an ABC figure for the July To December 2002 period.
Condé Nast’s House & Garden continued to dominate the home interest sector in terms of ad revenue and despite a 6.2% year on year drop, the title attracted more than £8.5 million in display ad revenue in the six months to December 2002. The title, which focuses on all aspects of interior design and decoration, saw circulation decline by 1.4% year on year to 148,544.
| Home Interest Magazines: Year On Year % Change In Ad Revenue* (£) | |||||
| Title | Publisher | Jul-Dec 2001 | Jul-Dec 2002 | Actual Change | % Change |
| 25 Beautiful Homes | IPC Media | 934,916 | 941,977 | 7,061 | 0.8 |
| BBC Good Homes | BBC Magazines | 1,845,012 | 1,852,697 | 7,685 | 0.4 |
| BBC Homes & Antiques | BBC Magazines | 1,750,335 | 1,673,750 | -76,585 | -4.4 |
| Country Homes & Interiors | IPC Media | 2,145,761 | 2,075,379 | -70,382 | -3.3 |
| Country Living | National Magazine Company | 4,018,540 | 4,058,970 | 40,430 | 1.0 |
| Elle Decoration | Emap | 2,618,964 | 2,929,830 | 310,866 | 11.9 |
| English Home – UK Decoration | Romsey Publishing | no data | no data | no data | no data |
| Home Building & Renovating | Ascent Publishing | no data | no data | no data | no data |
| Homes & Gardens | IPC Media | 7,259,553 | 6,949,616 | -309,937 | -4.3 |
| House & Garden | Conde Nast | 9,125,318 | 8,556,449 | -568,869 | -6.2 |
| House Beautiful | National Magazine Company | 3,964,278 | 4,086,069 | 121,791 | 3.1 |
| Ideal Home | IPC Media | 6,292,430 | 5,893,549 | -398,881 | -6.3 |
| IKEA Room | John Brown Citrus Publishing | 206,446 | 414,787 | 208,341 | 100.9 |
| Living etc | IPC Media | 1,930,565 | 1,944,350 | 13,785 | 0.7 |
| Period Living And Traditional Homes | Emap | 1,947,538 | 1,837,700 | -109,838 | -5.6 |
| Real Homes | Cabal Communications | 1,125,672 | 1,526,756 | 401,084 | 35.6 |
| World Of Interiors | Conde Nast | 3,598,146 | 3,335,403 | -262,743 | -7.3 |
| Your Home | National Magazine Company | 1,488,484 | 1,361,755 | -126,729 | -8.5 |
| Total | 50,251,958 | 49,439,037 | -812,921 | -1.6 | |
| *Only includes display ads- not classifieds | |||||
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