Home Interest and Travel Magazine ABCs
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Once again the Home Interest consumer magazine market has seen a decline in circulation, posting a further decrease of -1.7% YoY and -0.8% PoP - making it its fifth consecutive negative year.Ideal Home continues to lead the Home Interest sector with a circulation of 193,203, seeing a positive period on period increase of 4%. However,Style at Home is the stand out performer in the ABCs for the second year running, recording the largest YoY increase of 20% and 9% PoP taking its total to just under 96,000 copies. If this rise in circulation continues, a forecast of 115,000 copies can be expected in the July – December ABC overview. A reason for this steady increase is no doubt due to the budget hands-on approach that the magazine offers its readers, targeting first time buyers and those looking to renovate their homes on a budget. However, the slow but steady upturn in the housing market may shed fresh light on those magazines currently suffering.As predicted in our July – December 2012 ABCs report, Home Interest magazines are now showing increased digital presence, with Elle Decoration continuing to lead in the sector. However despite the surge in digital circulation, the results still fall far short of the gap created by the heavy decline in print circulation.Travel
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All three titles in the Travel magazine sector have experienced a decrease in this ABC report. On average, they have decreased YoY by -8% and -4% PoP.The highest circulating title in the Travel sector is still Conde Nast Traveller, which has seen a YoY decline of -2%, however PoP change remains static.Melinda Stevens who joined Traveller to replace Sarah Miller last year has certainly been making her mark and slowly but surely altering the style of the editorial within the magazine. The content is definitely becoming more experience focused with an interest shown in holidays with a boho, action & adventure vibe and even more so with the inclusion of boutique hotels. I am sure the decline can be slightly attributed to this as there is always disruption when a new editor takes over but hopefully in the next ABCs we will see this begin to pick up again.Sunday Times Travel has seen a substantial decline for the second consecutive year, reporting a YoY decrease of -12% and -7% PoP. Worth consideration is their lack of digital presence, a sure sign that continuing to ignore the on-going growth of digital is beginning to effect print circulation despite their promise of a digital platform for a while now. In terms of digital circulation, Lonely Planet Traveller leads the sector, more than doubling its previous circulation.Unfortunately we can still see that the travel market is suffering from the general decline in print media and with the emergence and ever-growing strength of travel focussed digital media we can only hope that these titles either begin to invest or grow their digital offerings.