Emap Elan’s New Woman magazine is continuing to forge its way up the women’s monthlies market after winning the Comag Consumer Magazine of the Year at the PPA Magazines ’98 Awards in May this year.
January-June 1998 ABC figures, out today, show that the title’s circulation has increased by over 12% year on year. Following its PPA success, the title underwent a complete redesign in April when editor Dawn Bébe said: “We must keep modernising the brand… there’s always more to be done… it’s important to differentiate ourselves from the competition.”
This competition comes from the likes of NatMags’ Cosmopolitan and Company. Cosmo also improved its circulation year on year for this period and currently sells just under 200,000 more copies than New Woman. Company, which sells around the same number of copies as New Woman but is not increasing at anywhere near the same rate. Elle, New Woman‘s Emap Elan stable-mate, is holding steady at around 210,000 copies.
The market leader in the women’s monthlies sector, by a long way, is still Prima which is going strong at over 530,000 copies, and still increasing (6.1% year on year).
Newcomer to the market, So, which was launched by Rebecca Cox in September last, has been suspended due to financial difficulties. Cox says that she is seeking new financial backing for the title.
Also struggling at present is IPC’s Options which is down by over 16,000 copies (12.1%) according to this period’s figures. In an attempt to halt this decline IPC has initiated a makeover for the title in May this year. The new look only appeared in the July issue and so the relative success of the revamp will become clear in the next ABC period.
At the time, Lesley Johnston, Options‘ editor, said: “I have expanded the brief on Options, so not only do we deliver strong features content, there’s added value in those attainable, affordable ideas throughout the magazine. We will have something for everyone who does not mind admitting to being a happy, addicted and purposeful shopper.”
Wagadon’s Frank, which reports its first ABC figure this period, achieved sales of 41,500 copies.
