The expected falls are set to reflect the poor state of the music industry and the increased success of the celebrity magazine sector. The industry increasingly sees the music titles as tired and old fashioned.
The celebrity weekly market is expected to retain its strength, with Emap's Heat continuing to take the market by storm and adding to last period's ABC of 350,000. Emap is already preparing the way for a shake-up of this market with a launch of a teenage version of Heat.
Ian Brewer, press manager at Mediaedge:CIA, said: "These formats could be getting a bit tired. The music business is not booming, with the exception of Pop Idol. Record companies are saying that music sales are bad and there are no icons out there.
According to Brewer, it is difficult for titles to stay successful in a market that is so fickle unless the titles themselves are continually revamped.
"This is a particularly fickle market and to have a continually successful long-term brand such as Smash Hits or TOTP, you need to keep rejuvenating it, which is something that neither of these titles has managed," he said.
Back in the celebrity sector, OK! and Hello! are expected to record lower ABCs than last year, when they were giving away copies with the Daily Express and Daily Mail respectively, and H Bauer's Bella could add another 5% or 6%, according to Dan Sinfield, media buyer at OMD UK.
Sinfield said: "The increase in sales of these titles is to the detriment of the other [women's] weeklies. This is a tired format. There have been two relaunches in this market with Bella and Best. Bella was down 15% last time, so hopefully publisher H Bauer will have addressed this decline."
Elsewhere in the market, the men's sector is widely predicted to fall, with FHM down 10%, and Arena's circulation in particular is expected to suffer.
In the women's glossy sector, Glamour is expected to retain its debut position just behind Cosmopolitan. Its affect on Company's sales is expected to continue, despite The National Magazine Company's decision to cut Company's cover price to £1.50, which "could have a negative impact on the brand's value" according to Sinfield, who is also unsure how long NatMags will be able to sustain this.
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