NatMags' stable includes some of the most established monthlies in the UK, such as Cosmopolitan and Good Housekeeping, and mostly caters for the upmarket end of the women's market.
Emap's portfolio is larger in size and contains a more balanced mix of male and female-targeted titles and of weeklies and monthlies. Its range of celebrity-driven women's weeklies, including Closer and Grazia, have performed particularly well in recent years.
There are some overlaps between the two companies, such as Emap's poorly performing men's monthly Arena and NatMags' Esquire.
NatMags is also an equal partner in ACP-NatMag, a joint venture with Australian Consumer Press. Formed in 2004, it houses Best and new launches Reveal, Real People and TV Week.
In the US, Hearst has built a broader business by acquiring interests in television in addition to its existing newspapers business on which the company was founded.
Indicative bids for Emap's three divisions were due in last week. The consumer magazine division is believed to have attracted the least interest, but overseas publishers such as Quadrangle, which acquired Dennis' US titles, and Mondadori, have been linked.
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