Women's Magazine Readership - Vogue Leaves Rivals in Its Wake
The number one women's fashion title continues to go from strength to strength according to the latest figures from the National Readership Survey.In the 12 months to March, Vogue's readership increased by 7% overall and by 9% amongst ABC1 readers versus the 12 months to December 2010. Remarkably, the title overtook Glamour, the number one women's title by circulation - posting over 1.3m readers - despite having less than half the circulation. The NRS's figures suggest that each edition of Vogue is read by over 6 people and 70% of those readers are ABC1s.Rivals such as Harpers Bazaar and Tatler may have closed the gap in the most recent half year circulation ABCs, but they remain well behind in terms of readership. In fact, both posted falls vs. the last period - -4% for Harpers and -8% for Tatler, although for both magazines the fall was last marked for their ABC1 readers (-1% and -4% respectively).The other winners in the women's monthly category were Elle (+6% period on period), Glamour (+3% PoP) and Vanity Fair (+1% PoP). Red (-6%), She (-4%) and Woman & Home (-3%) saw slight falls.In the 'Home Interest' category, the results were a mixed bag. Market leader Ideal Home posted a slight fall (-3%) as did House & Garden (-6%). However, some of the smaller titles posted significant readership rises including House Beautiful (+4%), Good Homes (+4%) and Country Homes & Interiors (+8%).Amongst the weekly titles, the most noticeable change was for Grazia, which seems to have gone 'off the boil' since posting recession defying increases in readership this time last year. Its readership fell 7% overall and almost 9% amongst ABC1 readers.However, the rest of the 'gossip' weeklies seem to have stemmed the tide with all of OK!, Heat and Hello only posting small period on period falls.Overall, both the weekly and the monthly readership figures told a story of a sector stabilising, at least in readership terms, after the rigours of the recession. Both sectors showed only a small decline, less than 1%, in readers since the previous reported period.Despite the increasing digitalisation of print, women's desire for print magazines remains largely undiminished.