ABC Jan-Jun 2003: Women’s Weeklies Boosted By Celebrity Factor

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.

ABC results for the six months ending in June 2003 reveal a mixed bag of results for the women’s weekly magazine market, which was boosted by the success of two new celebrity launches, New! and Closer.

Chic Magazines’ New!, which is Richard Desmond’s latest foray into the magazine market, recorded an initial circulation of 339,035. The title has benefited from a high profile television ad campaign and from undercutting the cost of other celebrity-focused titles with a cover price of 60p (see Express Enters Celebrity Market).

Emap’s Closer also reported a solid set of ABC results and recorded an initial circulation of 334,524. The title has been boosted by a heavy weight promotion, which included giving away over 1 million free copies just after its launch last year (see Emap Promotes Closer With Give-Away).

IPC’s Now reflected the continued popularity of celebrity focused titles, recording a notable 3.6% year on year increase in circulation. Chat‘s take on the celebrity scene also paid-off for IPC and the title saw an impressive 11.8% rise in circulation to 575,585.

Meanwhile, H Bauer’s Take A Break magazine retained its position as sector leader, with a solid 1.5% year on year increase in circulation to 1,225,116. H Bauer stablemate, That’s Life, which relies on the stories of real people, also provided a welcome break from the airbrushed world of celebrities with a 0.3% year on year increase during the same period to 592,036.

However, the more traditional Bella was hit by a 10.5% year on year decline in circulation to 398,009 and NatMags’ flagship women’s title, Best, suffered with a 2.3% year on year drop during the same period to 414,739.

IPC’s flagship Woman was also under pressure and its continued reliance on a formula of practical advice on everyday life could not stem a 9.5% year on year decline in circulation to 571,482. The veteran Woman’s Own, which first went on sale in 1932, saw circulation fall by 6.6% year on year to 484,705.

The declines amongst other traditional women’s weeklies, including Lady and My Weekly appear to suggest that changing attitudes and the continued obsession with celebrity lifestyles are helping to change the face of the women’s weekly magazine sector.

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