NatMags ABC bulks debacle hits House Beautiful

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Claire Billings,

February 14, 2003

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NatMags ABC bulks debacle hits House Beautiful

LONDON - House Beautiful, The National Magazine Company's homes and interiors magazine, has seen its circulation drop more than 11% year on year when the publisher had to restate its figures after it infringed tight ABC rules on bulk distribution.

House Beautiful saw its circulation fall 10.3% on last period to 170,019, a year-on-year fall of 11.6%.

As a whole, the market showed strong growth. Year on year, it was up 24.1% to 2,681,771, a period-on-period rise of 32.5%.

BBC Worldwide's Good Homes magazine also fell substantially. It dropped 7.1% period on period to 116,468, losing nearly 10,000 readers. Year on year, it fell 4%.

Its mid-market rival, IPC Media-owned Living Etc, gained ground with a year-on-year increase of 13.9% to 92,695, a period on period rise of just 0.2%.

IPC's niche title 25 Beautiful Homes continued to grow, up 0.5% period on period to 134,511, a year-on-year increase of 7%. Its spin-off title 25 Beautiful Kitchens scored a debut ABC of 48,894.

The biggest increase in the market came from Kent-based publisher Highbury SPL's magazine Home, which posted a 28.2% increase to 58,421, putting it just below Hachette's Elle Decoration, which was up 1.9% on last period to 61,850, a year-on-year increase of 2.5%.

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