U.K. TITLES POST MODEST CIRCULATION GROWTH: Figures released by Britain’s Audit Bureau of Circulations Thursday showed that most U.K. magazines — like their American cousins — are still struggling to notch up significant circulation growth.
U.K. Glamour continued to lead the women’s lifestyle sector, with a circulation of 526,216 for the six months to June. That figure represented a 2.1 percent rise in circulation compared with the previous six months, and a flat performance compared with the same period last year. Fellow Condé Nast title Vogue’s circulation was flat on the previous six months, at 210,561, but grew 0.1 percent compared with the same period last year. Vanity Fair U.K. edition’s circulation was up 0.7 percent compared with the previous year, at 102,445, while its growth was flat over the past six months. Tatler’s circulation rose 1.6 percent compared with the same period last year, to 86,448. (All figures refer to the magazines’ total average net circulation, which combines subscriptions, newsstand sales and free distribution.) Nicholas Coleridge, managing director of Condé Nast U.K., said the figures were “[a] strong story — with every Condé Nast title gaining sales — [which] demonstrates the resilience of quality magazines.”
This story first appeared in the August 13, 2010 issue of WWD. Subscribe Today.
Stronger growth came from NatMags’ Harper’s Bazaar U.K., which posted an 8.1 percent rise in circulation year-over-year, to 118,553, and a 7.2 percent rise compared with the previous six months. NatMags said the ABC figure marked the magazine’s highest-ever circulation.
Bauer’s women’s fashion weekly Grazia posted a flat circulation figure of 228,770 compared with the same period last year. British Elle saw a 0.2 percent rise year-over-year to 195,625, while IPC’s InStyle U.K.’s circulation rose 1.8 percent year-over-year to 186,251. Stylist, the free weekly women’s magazine from Shortlist Media, recorded a circulation of 421,158, a 2.6 percent rise on the previous six months.
In terms of men’s magazines, U.K. Esquire saw the most significant growth — a 10.3 percent rise year-over-year to 58,151, though its circulation fell 1.7 percent compared with the previous six months. GQ’s year-over-year circulation was flat at 120,063. But Britain’s once-famed lad mags continued their decline in sales — Loaded’s circulation fell 26.3 percent year-over-year to 53,591, while young men’s weeklies Nuts and Zoo fell 22 percent to 147,134 and 27.9 percent to 80,026, respectively, over the past year. Paul Williams, managing director of IPC Inspire, which publishes Nuts, called the circulation environment “challenging…with almost one million 16- to 24-year-olds unemployed.”