Magazine ABCs: Home Interest Sector 'Rosy and Blooming'

It seems the population's interest in DIY and garden tending is not waning. The trend for people to stay in their properties and improve rather than moving on is continuing. This has therefore kept the home interest sector as a whole rosy and blooming.Overall, the Home Interest market is up 5.2% on last year (YoY) and 2.2% on the first half of 2011 (PoP) but there are loses for some of the key titles.Home_Interest_Mags_ABCs_H2_2011The newly formed Hearst Magazines UK have started their year badly with House Beautiful, Country Living and Coast magazines all experiencing a decrease in both YoY and PoP results. House Beautiful in particular had a shocking time with the latest ABC release, a circulation of 132,962, down a dramatic 19.5% year on year and 7.1% on the half year.IPC will have cause for many a celebration after their new launch in May 2011, Style at Home, achieved a 36.6% PoP increase. Style at Home, a £1.99 monthly, was piloted for three months from February 2011 to target women who take a budget approach to home renovating, before its formal launch. Its circulation in the second half of 2011 was 71,806, up from 52,576 in the first half of 2011. It is nipping at the heels of Kelsey Publishing’s GoodHomes, which reported the highest year on year rise in circulation in the homes sector. GoodHomes had a monthly circulation of 76,113 copies in the last six months of 2011, up 26% YoY and up 3.6% PoP.IPC’s Country Homes & Interiors reported the second highest YoY increase in circulation up 7.8% to 97,286 copies and was also up 5.1% PoP. To continue with their celebrations the IPC title Ideal Home overtook Country Living to take the lead in the Home Interest sector, even though both titles posted YoY and PoP declines. IPC Media now firmly dominate the women’s home interest sector with its portfolio recording a 45% share of the market in the final six months of 2011.It seems that the two ends of the market are performing the strongest with budget titles Style at Home and Good Homes growing rapidly and the luxury end of the market performing well too. Elle Decoration had an average monthly circulation of 70,376 copies in the second half of 2011, up 2.7% year on year and flat against the previous period. House & Garden, the Condé Nast magazine, had an average monthly circulation of 127,311 copies keeping it flat both YoY and PoP.

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