Leading Women's Glossies See Sharp ABC1 Readership Falls
The latest NRS figures have revealed sharp ABC1 readership falls for leading women's glossies such as Glamour, Vogue and Red.All showed falls of between 8 and 10% for the period April '09 to March '10 when compared with the previous 12 month period, contrasting with lesser overall readership falls.However, the NRS figures weren't all doom and gloom for upmarket women's magazines. Grazia continued it's recession defying rise with an overall readership increase of 8% and a growth in ABC1 readers of 12%. And titles such as Tatler, Harpers Bazaar, Good Housekeeping and Woman & Home all posted small increases or, at worst, negligible falls.The performance of the 'Home' magazine sector was poor but results varied - from House Beautiful at one extreme which saw an overall readership fall of 14% and an ABC1 readership fall of 13%, to Homes & Gardens with a negligible 3% fall across both readership groups.The one sector that did see good growth was food related titles - a reflection of the 'staying in is the new going out' mentality that these austere times have helped to form. Both Sainbury's Magazine and Waitrose Food Illustrated saw solid rises in readership across both categories but BBC Good Food outshone all other titles with an 18% rise overall and a 14% rise amongst ABC1s.One final point to note is the ever narrowing gap between You & Your Wedding and Brides. The latter is still the wedding magazine of choice for luxury advertisers, but only just. The figures suggest a sharp narrowing of the gap after sharp readership falls at Brides with 19,000 ABC1 readers the only difference between the 2 titles.