Media: ABCs - Easy Living leads growth as glossies focus on over-35s

The middle market bolstered women's glossy magazines during the first half of this year, with Conde Nast's Easy Living and Haymarket Publishing's Eve posting solid circulation increases.

Easy Living was up 9.8% in the period from January to June, contributing to a substantial 17% year-on-year increase to 200,083, while Eve added 5.8% year on year, to reach 171,454.

Chris Hughes, publisher of Eve, said there is solid growth in titles targeting women over 35. 'The impact of weekly titles on the circulations of monthlies has been overplayed, and is less relevant further up the demographic tree,' he added.

Conde Nast title Glamour easily retained its market-leading position. Despite posting a a 3.9% year-on-year decline to 586,056, its circulation remained 143,672 higher than its nearest rival Cosmopolitan.

However, over the six months to June Glamour's circulation remained static.

Other publishers did not fare so well. Emap's New Woman dropped 14.4% year on year to 231,785, while IPC's Marie Claire slumped 13.2% to 331,127.

Richard Johnstone, Marie Claire publishing director, said the decline was the first since its relaunch in 2004. He added that IPC has ambitious plans for the magazine, including a relaunch in October.

Emap's much-hyped weekly glossy Grazia posted solid year-on-year growth in circulation of 12.9% to 175,218. However, media buyers claim it is not reaching its expected performance levels.

David Davies, managing director of the title, was bullish about the figures and said that innovation is expanding the market. 'We are reaching an ABC1 audience, many of whom did not previously read magazines,' he added.

Simon Kippin, publisher of Glamour says the market for women's monthlies is remarkably robust. 'People forget that women's weeklies are not a new phenomenon.'

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