The figures for the July-to-December period, released this Thursday, will show dramatic losses across the sector, with the market leader FHM expected to suffer a year-on-year loss of about 10 per cent. Dennis Publishing's Maxim may fare even worse, while the normally buoyant Front is expected to decline significantly after several periods of rising sales.
Loaded is the only lads' title expected to emerge unscathed, outperforming the market at the end of Keith Kendrick's first year in the
editor's chair.
In the women's lifestyle market, Marie O'Riordan is another editor giving IPC reason to celebrate, after reversing the losses suffered by Marie Claire in last summer's ABC figures.
The National Magazine Company's Company is also expected to recoup its 14 per cent drop in circulation during the summer after lowering its price to £1.50.
There will be more good news for NatMags at the top of the sector, where Cosmopolitan is set to maintain its position in the week of its 30th anniversary. With Conde Nast's Glamour settling down from last period's 451,486, the original exponent of girl power is likely to extend its market leadership.
The women's sector should bring a smile to faces at Emap, with New Woman breaking through the 300,000 barrier and Red expected to significantly outperform BBC Worldwide's Eve at the senior end of the market.
Among women's weeklies, Heat will break through the 350,000 mark as it continues to make up the ground behind OK! and Hello!, which have failed to gain much benefit from the heavy sampling practised last time around. IPC's Now has overcome a circulation blip, associated with price rises during the period, to
continue its own climb.
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