Feature

Real-life - Real-life sector suffers dose of reality

H Bauer's Take a Break retained the top spot in the women's traditional and real-life market, but slipped below the one million mark for the first time. The title suffered a 3.6% circulation drop year on year to 981,504 copies, a fall of 1.9% on the previous period.

H Bauer's Take a Break magazine
H Bauer's Take a Break magazine

Meanwhile, sister title That's Life posted a 2.2% decline year on year and a 5.6% fall period on period to 433,921 copies.

Andrew Brooks, publishing director of H Bauer's real-life titles, insists the magazines' performances are relatively strong, against a sharper decline in the real-life market as a whole.

"The market is down roughly 7% year on year," he says. "It is still consolidating after four launches in 2005 and 2006. After peaking at 3.5 million, circulation is now around 3 million, so the long-term prognosis is still pretty good."

Brooks hopes the pace of decline will slow, yet believes there are more closures to come. "I'd be surprised if there were still seven real-life magazines in the market this time next year, but then I said that last year," he adds.

The number two title, IPC's Chat, reported similar losses, down 5.7% period on period to 489,682 copies. IPC's second-biggest real-life seller, Pick Me Up, which unveiled a major refresh last month, saw its circulation slide to 409,112 copies, down 8.5% year on year.

IPC Connect managing director Evelyn Webster says the titles have held up well in a "hotly contested" market: "Chat and Pick Me Up have huge brand power and their performances underline that. Between them, our brands sell almost 900,000 copies every week, generating an annual retail sales value of £33m."

IPC titles Woman, Woman's Weekly and Woman's Own hovered around the 350,000 mark. Woman delivered its best year-on-year performance in 14 periods and was the only title in the top 10 to show year-on-year growth. Circulation rose by 0.1% on the same period in 2007, to 370,289 copies.

NatMags' Real People was the biggest loser, down 25.6% year on year to 230,135 copies, followed by H Bauer's Bella, which fell 22.6% year on year to 191,547 copies.

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