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The past six months was pretty rough for most publishers of women's glossies, with mature-minded lifestyle titles suffering particularly alarming reverses.

IPC Southbank experienced a disastrous set of results, with all of its established lifestyle titles suffering heavy year-on-year declines.

The National Magazine Company, Emap and Conde Nast, in contrast, could each point to titles that reversed the general 0.5 per cent decline in the market. Marie Claire proved Southbank's most high-profile casualty, dropping 11 per cent year on year to 400,543. The reverse will raise the stakes for the magazine's newly appointed ad agency, The Leith.

However, it was far from the worst decline in the mature women's market. Emap's Red dropped 14 per cent year on year to 155,083, while IPC's Woman's Journal slid 14.8 per cent after Southbank's managing director, Tim Brooks, took the decision of ceasing heavy covermounting for the title.

Younger women's titles awaiting the arrival of Conde Nast's Glamour and fashion magazines bracing themselves for Time Inc's InStyle could look ahead with more optimism. NatMags' Cosmopolitan posted a solid set of results to regain its lead of the sector from Newhall's Candis, while its sister title Company produced the performance of the period to record a rise of 13.1 per cent period on period and 7.6 per cent year on year.

Vogue held steady while Emap's Elle recorded a 6.8 per cent year-on-year climb. Meanwhile, Nova provided IPC with more positive news as it posted a respectable debut ABC of 75,142.

Verdict The saturated mature women's market will continue to provide a real test of reader loyalty. Spring launches will test the apparent strength of Cosmopolitan and Elle.

WOMEN''S MAGAZINES

Title              Publisher       Total ABC   Period on   Yr on yr

                                                period %

Cosmopolitan       NatMags           460,086         2.2       -2.2

Candis             Newhall           448,331        -1.7       -0.5

Good Housekeeping  NatMags           404,476         6.4       -1.1

Marie Claire       IPC               400,543        -4.7      -11.0

Prima              NatMags           395,164        -2.1       -6.2

New Woman          Emap             281, 828         3.2        2.0

Woman & Home       IPC               269,401        -2.3       -8.7

Company            NatMags           260,646        13.1        7.6

Essentials         IPC               234,727        -7.2      -10.5

Elle               Emap              224,355         2.3        6.8

B                  Attica Futura     216,620         3.2       -3.1

She                NatMags           213,216         6.5       -5.7

Family Circle      IPC               203,159         1.3       -7.0

Vogue              Conde Nast        202,694         1.0        0.0

Red                Emap              155,083        -9.5      -14.0

Woman''s Journal    IPC               133,719        -8.4      -14.8

Harpers & Queen    NatMags            87,495         0.4       -2.9

Vanity Fair        Conde Nast         82,185         2.6        8.0

Tatler             Conde Nast         82,071        -3.9       -3.7

Nova               IPC                75,142         n/a        n/a

Source: Audit Bureau of Circulations (July-December 2000)