Take A Break drops out of million sellers club

LONDON - Take A Break's circulation has fallen below a million and Real People and Bella suffered again as the women's traditional and real life weeklies sector continued to shrink.

Bauer's title continues to dominate the sector, shifting an average of 981,504 copies during the January-June 2008 period, double that of nearest rival Chat.

However, its 1.9% period-on-period drop in circulation means it is out of the exclusive club of million-selling titles, which now includes only TV Choice, What's On TV and Radio Times as members.

A year ago Take A Break's circulation was 3.6% higher at 1,018,423.

Chat, published by IPC, suffered a 5.7% period-on-period fall to 489,682 from 519,413, and is down 4.3% year on year.

In third place, Bauer's That's Life experienced a similar drop of 5.6% to 433,921 period on period, but is down just 2.2% year on year.

The sector's worst performer, not only in period-on-period but also year-on-year terms, was ACP-Natmags' Real People.

It is now selling 230,135 copies, down 14.6% period on period and 25.6% year on year.

The best period-on-period performance was News Magazines' Love It!, like Real People one of the crop of new generation real-life titles launched between two and four years ago.

Love It! was virtually the only title to gain circulation, rising 1.4% to 372,247 period on period. Nevertheless it is down 7.1% in year-on-year terms. The only other riser was DC Thomson's The Lady, up 0.6% period on period to 29,095.

Love It!'s main rival, IPC's Pick Me Up, lost 4% period on period but is still 37,000 copies ahead with a circulation of 409,112, putting it in fourth place.

The IPC title, which was given a refresh and bigger format in July, is down 8.5% year on year.

IPC gave Woman a makeover in February that introduced more celebrity and fashion and a new design. Its reward is a slight decline of 0.3% period on period to 370,289, which meant it fared better than the majority of the sector. Year on year, it is up 0.1%.

IPC's other titles Woman's Weekly and Woman's Own stuttered, with the former at 346,540 after a period-on-period drop of 5.6% and a year on year drop of 6.3%.

Woman's Own is down 2.9% period on period to 339,138, and down 1.6% year on year.

DC Thomson's People's Friend comes next with 330,093, down 1.6% period on period and down 2.3% year on year.

The results were marked by a squeeze on the lowest-selling titles, with Bauer's Best down 8.9% period on period to 301,437 and down 11.5% year on year.

Following lead casualty Real People in the ranking, Bauer's Bella was the second-worst performer on 191,547, down 13.6% period on period and 22.6% year on year.

Hubert Burda's Full House was the third worst, falling 13.3% period on period to 135,725 and also down by 13.2% year on year.

DC Thomson's My Weekly came in ahead of Full House on 155,087, down 4.8% period on period and down 9.5% year on year.

Last in the table is DC Thomson's The Lady, up 0.6% period on period to 29,095 but down 6.2% year on year.

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