Women's lifestyle takes a big hit in latest ABCs

Almost all printed paid-for women's lifestyle magazines experienced a year-on-year circulation decline of more than 10% in the six months to June 2013.

Company, published by Hearst Magazines UK, was hit by a 36.7% drop in circulation, while Cosmopolitan, Red and Elle’s readerships contracted by 15%, 10.5% and 10.2% respectively.

The only paid-for women’s title to experience growth was Hearst-Rodale’s Women’s Health, which increased circulation by 1.8% to 102,116.

Bauer Media chief executive Paul Keenan said: "ABC figures are one important part of a wider picture that makes up a brand’s reach and influence.

"Our focus is all about building valuable audience reach through delivering content wherever, whenever and however consumers want it."

Despite circulation drops of 16.9% and 11.6% respectively for its titles Heat and Grazia, Keenan remained upbeat about their development on a multichannel level.  

"They have all grown reach in this period through innovation by developing relevant and compelling content across all platforms," he said.

IPC Media titles Woman’s Own, Woman and Woman’s Weekly also decreased in circulation by between 3% and 8%. The publisher has focused heavily on its digital developments over the past year with 27 of its brands publishing digital magazine certificates in the last six months.

Cookery and kitchen titles were among those that experienced the biggest growth during the period, some by as much as 18%.

Supermarket magazines retained the biggest circulations, with titles from Tesco, Asda and Morrisons topping the list with 1.9m, 1.9m and 1.2m copies respectively.

Patrick Fuller, chairman of marketing agency Result, called the latest ABC results "underwhelming" for print, with digital growth being the only good news story for publishers.
 
He said: "Cookery and kitchen is a buoyant category that is experiencing circulation growth because of the high percentage of customer magazines within the category – namely the supermarket titles that have become an entrenched part of shoppers' overall media consumption."
 
He added that supermarket titles reached more than 11% of the population – a level of penetration unparalleled by any other print or digital channel in the UK.

"This is an extremely compelling prospect for advertisers who are faced with the conundrum of dwindling audiences and the need to achieve profitable incremental sales," he said.