MEDIA: Youth takes the lead

Young women’s titles are starting to out-sell more established women’s magazines, according to the latest figures from the Audit Bureau of Circulations.

Young women’s titles are starting to out-sell more established

women’s magazines, according to the latest figures from the Audit Bureau

of Circulations.



Figures for January to June 1997 show that the young women’s sector,

dominated by two titles, was up 4.5% across the board year-on-year,

while the established glossy fashion and beauty market was down

1.5%.



Sugar, which was launched just two-and-a-half years ago by Attic Futura,

now sells more copies a month than established monthly glossies

Cosmopolitan, published by the National Magazine Company, and Marie

Claire, from IPC.



Aimed at 13- to 17-year-olds, Sugar sells 474,104 copies a month, up

31.1% from 361,764 last year. Rival Bliss, from Emap Elan, soared 21% to

389,624. Emap’s Minx, which is aimed at a slightly older audience of

18- to 24-year-olds, posted its first ABC of 145,452.



Cosmopolitan and Marie Claire both suffered falls, down 4% and 4.5%

year-on-year respectively, to 441,536 and 435,006. However, the revamped

Elle increased its circulation by 9.8% to 210,067. Vogue continued its

steady increase, up 3.4% to 200,113.



Chris Boyd, managing director of IPC SouthBank Group, attributed the dip

in the monthly beauty sector to the fact that more women are reading

men’s titles.



Media observers believe the growth of the young women’s sector is due to

the titles’ glossier feel and sassy, humorous approach.



The weeklies market, dominated by IPC, was down 3.9% year-on-year. IPC

Weeklies Group managing director Nigel Davidson blamed a price battle

which has disrupted buying patterns and forced some titles, including

Bauer’s Enjoy, to close.



Sales of selected women’s monthlies

Title              Jan-June 97       Jan-June 96       % change

Sugar              474,104           361,764           +31.1

Cosmopolitan       441,536           460,141           -4

Marie Claire       435,006           455,477           -4.5

Bliss              389,624           307,803           +21

New Woman          250,240           231,657           +8

Elle               210,067           191,243           +9.8

Vogue              200,113           193,539           +3.4

Minx               145,452           n/a               n/a

Source: Audit Bureau of Circulations.



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