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IPC Media's Ideal Home and The National Magazine Company's Your

Home made substantial gains in the home interest sector, with further

solid performances coming from Conde Nast's House & Garden and Cabal's

The Real Homes Magazine.

The last period saw the closure of struggling titles such as GE

Magazine's Garden Inspirations and Inspirations for Your Home. However,

several titles were able to turn around poor performances from the first

half of the year.

After recording a 20.6 per cent year-on-year circulation drop during the

summer, Your Home clawed back more than half of that figure, albeit with

a slight increase in its bulk circulation.

IPC Southbank's managing director, Tim Brooks, said: "Ideal Home has

produced an outstanding result. The market is down 12.2 per cent year on

year, and yet the title is up by 6 per cent."

IPC is launching a new quarterly, Creating Beautiful Homes to attempt to

tap into the success of 25 Beautiful Homes, which has itself posted a 3

per cent year-on-year gain.

Other titles holding steady were Country Homes and Interiors, up 8.5 per

cent over the year, as well as NatMag's Country Living, up 1.2 per

cent.

The BBC's titles in the home interest market fared badly, with BBC's

Homes & Antiques down 6.3 per cent year on year to 165,388 and BBC's

Good Homes down 8.9 per cent year on year to 121,312.

The BBC's flagship gardening title BBC Gardeners' World also suffered

badly in 2001, losing 18 per cent of its circulation from the June

figure of 370,171 in a market that saw paid-for titles suffer badly.

The BBC spokesman Mike Blakemore said the gardens sector experienced a

general fall in the latter six months of each year because of the

seasons.

"There is no threat to Gardeners' World's newsstand sector leadership -

the title's circulation is more than the other paid-fors combined," he

added.

Verdict: Despite seasonal fluctuations, the garden market is likely to

continue declining year on year. More closures are possible in a homes

market has a growing divide between the strong and the weak.

HOME INTEREST MAGAZINES

Title Publisher Total ABC Period on Year on

period % year

Ideal Home IPC 244,870 -4.5 6.6

House Beautiful NatMags 192,409 0.2 -3.8

Homes & Antiques BBC 165,388 -2.9 -6.3

Country Living NatMags 162,156 0.4 1.2

Your Home NatMags 152,557 11.3 11.6

House & Garden Conde Nast 150,593 2.4 0.3

Homes and Gardens IPC 148,106 -7.5 -10.6

The Real Homes

Magazine Cabal 141,609 4.1 0.9

Source: Audit Bureau of Circulations (July-December 2001).

GARDENING MAGAZINES

Title Publisher Total ABC Period on Year on

period % year

Gardeners' World BBC 300,511 -18.8 -3.3

The Garden Emap 293,196 7.2 7.2

Garden Answers Emap 71,613 -33.5 -21.3

Garden News Emap 56,854 -8.5 -5.4

Amateur Gardening IPC 55,454 -12.0 0.1

The English Garden (NA) Romsey 44,819 -13.9 -17.3

The English Garden (UK) Romsey 36,279 -17.3 -1.2

Gardens Illustrated BBC 32,120 n/a 4.0

Source: Audit Bureau of Circulations (July-December 2001).