IPC Claims Record Ad Revenues At Home Interest Titles

IPC claims to have achieved record advertising revenues for the current November issues of 25 Beautiful Homes and its spin-off title 25 Beautiful Kitchens.

Both the home interest titles have produced their biggest ever issues containing their biggest ever volume of advertising at a time when competition in the home interest sector is particularly strong.

The November issue of 25 Beautiful Homes was boosted by two deals pulled together by IPC Southbank Solutions. The group secured Western Wines for a seven page ad campaign and ceramic specialist Porcelanosa ran a special four page ad. Other advertisers in the bumper edition included Waitrose and Hotpoint.

Mark Harper, head of agency sales at IPC Southbank, said: “For both 25 Beautiful Homes and 25 Beautiful Kitchens to score such a significant success is an achievement in such a crowded home interest marketplace.”

The 25 Beautiful brand has proved successful for IPC and in 2001 the group extended the existing range with the launch of 25 Beautiful Gardens for ABC1 gardening enthusiasts aged between 30 and 55.

However, the latest ABC results for the six months ending June 2003 show that the flagship 25 Beautiful Homes saw its circulation slip by a 0.8% year on year to 132,759, down from 133,808 in the same period the previous year.

IPC recently unveiled plans to overhaul its classified ad division with a £1 million investment in training and software across the group (see IPC Invests £1 Million In Classified Overhaul).

IPC Media: 0870 4445000 www.ipc.co.uk

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