The National Readership Survey provides quarterly updates of the estimated readerships of several consumer and customer magazines.
In the six months from October 2005-March 2006, Sainsbury's Magazine had an estimated 3,398,000 readers, which is a 12% rise on the 3,024,000 it had in the six months from October 2004-March 2006.
M&S, another retailer recovering from a difficult few years, also attracted more readers to its Your M&S magazine. With 3,986,000 readers, it was up 9% from 3,652,000.
Waitrose Food Illustrated was up 16% to 1,419,000 from 1,224,000. The supermarket chain is undergoing an expansion programme northwards including the acquisition of several stores from Morrisons last year.
Asda Magazine remains the most read title, but lost 8% of its readership from 5,849,000 to 5,392,000.
Ideas, the magazine for DIY retailer Homebase, suffered a 32% drop from 898,000 to 610,000.
Boots title Boots Health & Beauty dipped 5% from 2,085,000 to 1,972,000.
The survey also covered two major subscription-orientated titles. Reader's Digest was up 5% from 1,987,000 to 2,087,000 and Saga Magazine was down 8% from 2,697,000 to 2,480,000.
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