Media ABCs: Home-interest sector buoyed by 6.5% sales uplift

Home-interest magazines reversed a downward circulation trend with a 6.5% increase in the second half of 2005. This compares with a 3.5% drop between January and June last year.

Sales of the biggest magazines in the sector were largely static. IPC's Ideal Home slipped by 0.5% to 245,729, while NatMags' House Beautiful fell by 1.5% to 198,112. NatMags' Country Living, the third-biggest house and home title, grew by 0.8% to 191,225.

Hachette Filipacchi's Real Homes was the biggest casualty during the six-month period. Its circulation slumped period on period by 13.6% to 56,554. However, the magazine remains optimistic that a relaunch this month, featuring a bigger format and increase in pagination, will enable it to claw back share.

IPC's Homes & Gardens and Essential Publishing's Your Home also suffered declines, of 7% to 136,088 and 7.2% to 120,900 respectively.

BBC Magazines performed poorly, with the circulation of Homes & Antiques falling 11.4% to 101,054, and sales of sister publication BBC Good Homes remaining unchanged at 135,690.

IPC's 25 Beautiful Homes posted the biggest increase in circulation in the sector, with a 5.7% rise to 113,281. The publisher's Wallpaper also fared well, with a 2.3% rise to 110,246.

Several launches are due in coming months from publishers including Burder and Channel 4.

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