NRS March 2010: Grazia and New among few magazines to increase readership

The latest set of NRS figures shows declining readerships for most magazines, but Northern & Shell's New and Bauer Media's Grazia have succeeded in bucking the trend in the women's weekly sector.

Grazia: readership numbers grow
Grazia: readership numbers grow

In the six-month period from October 2009 to March 2010 New magazine had an average issue readership of 673,000.

This was up 15% year on year from 587,000 readers in the six-month period from October 2008 to March 2009.

Grazia was up 10% year on year from 511,000 to 565,000 and Natmag's Reveal rose 4% from 867,000 readers to 904,000.

Those weekly women's magazine that underperformed included H Bauer's Bella and Natmag's Best. Both recorded a 24% drop in readership, Bella from 827,000 to 630,000, and Best from 784,000 readers to 599,000.

IPC's Pick Me Up slid 20% from 1,133,000 readers to 903,000.

Both Hello! and H Bauer's That's Life! recorded a 17% drop. Hello! lost 305,000 readers dipping from 1,819,000 readers to 1,515,000. That's Life! dropped 163,000 readers from 968,000 to 805,000.

In the general weekly sector, IPC Media's Nuts was a big casualty, falling 15% from 911,000 to 772,000.

Fellow lads weekly Zoo, published by Bauer Media, also performed poorly during the same period, dropping 9% from 626,000 to 571,000.

In the general monthly category, Sky Magazine was once again the clear market leader in readership.

The free monthly magazine, which is delivered to all Sky subscribers, had a readership during the six-month period of 7,477,000, but had dropped by 2% from its previous year's figure of 7,606,000.

Most monthlies did not record data for the six-month October 2009 to March 2010 period, meaning their readership changes have to be measured over annual periods.

Future's Total Film overperformed, climbing 23% from its previous 12-month readership figure to 589,000 readers in the April 2009 to March 2010 period.

Bauer Media's Empire magazine also was a strong performer climbing 10% from 781,000 readers to 857,000.

Underperformers included IPC's Loaded magazine down 24% from 752,000 readers to 568,000 and Bauer Media's Max Power, which fell 25% from 673,000 readers to 503,000.

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