fashion-memopad
fashion-memopad

Britain's Slow Motion

Britain’s latest Audit Bureau of Circulations figures revealed that many fashion and lifestyle publications posted declines in circulation.

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Britain’s latest Audit Bureau of Circulations figures for the six months to June revealed that while many fashion and lifestyle publications posted declines in circulation, those that grew did so slowly.

In the women’s lifestyle sector, total average net circulation per issue for Marie Claire was down 10.4 percent year-over-year to 250,785, while Cosmopolitan fell 3.7 percent to 386,852 and Grazia fell 3.9 percent to 219,741.

But the more luxury-focused women’s titles performed better, continuing a trend seen in Britain’s last ABC report earlier this year. Vogue posted a 0.1 percent gain in its circulation to 210,766, compared to the six-month period a year ago, while Harper’s Bazaar was up 0.2 percent to 118,740 and Tatler rose 1.4 percent to 87,616, while Elle grew 0.8 percent to 197,136. Glamour, Britain’s biggest-selling women’s interest magazine, was a bright spot in the more mass sector, with a 0.7 percent rise year-over-year to 530,060.

The total average net circulation figure combines subscriptions, newsstand sales and free distribution.

Men’s lifestyle titles had an underwhelming six months. The sector as a whole fell 4.4 percent year-over-year, and one of the best-performing men’s titles, Men’s Health, saw its circulation fall 11.1 to 218,368. Lad mags Nuts and Zoo both experienced sharp falls — Nuts fell 22.5 percent to 114, 019 and Zoo plunged 32.1 percent to 54,318. While GQ’s circulation fell by 1.5 percent year-over-year to 118,216, it’s now Britain’s fifth best-selling men’s lifestyle magazine, and the similarly upscale men’s title Esquire managed a 0.1 percent increase in its circulation to 58,218.

The ABC report also included some digital circulation figures. Men’s Health topped the digital chart, with an average net circulation for its digital edition of 1,746 a month. In addition, Condé Nast U.K. issued its own total circulation figures, combining data from Apple and Zinio, to reflect digital editions of its titles sold outside the U.K. Vogue’s app, released for its June issue, has sold 2,671 copies, while GQ’s July issue iPad app sold 6,961 copies.

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