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Male lifestyle magazines have suffered significant drops in circulation in the first six months of this year, while female publications continue to grow on average, figures released by the Audit Bureau of Circulations today suggest.

The statistics, which charted the circulation and distribution of ABC-audited titles from January to June this year, suggested that the women's lifestyle and fashion sector recorded growth of 14.6 per cent year on year. This shows an increase in circulation of 6.9 per cent on the previous audited period.

But the male lifestyle market saw overall drops in circulation of five per cent compared to the last six months of 2009 and 3.8 per cent year-on-year.

Titles with the biggest hits include Zoo, which suffered the highest year-on-year drop in circulation within its market, of 27.9 per cent and Loaded, which experienced the greatest drop on the previous period's figures, showing a 24.8 decrease.

Overall, according to the Periodical Publishers Assocation, the statistics give an indication of "an improving" outlook.

In total, magazine circulations increased by 0.3 per cent compared with the same period in 2009, following a previously recorded fall in circulation of 1.3 per cent for the previous period.

According to the PPA the results "underline the continued high level of consumer demand for magazines".

"This is an encouraging set of results that reaffirms the popularity of magazines among consumers," Barry McIlheney, chief executive of the PPA says in a release. "Through continued innovation, magazines' have shown their ability to really engage readers and provide a powerful platform for advertisers."

Some of the biggest increases were to be found within women's magazines, with the cookery and kitchen interest market recording a 21.3 per cent increase on the last audited-period.

News and current affairs titles also recorded an increase in circulations, with science, business and finance and domestic sub-sectors recording 6.9 per cent, 5.5 per cent and 2.6 per cent increases respectively. Current affairs magazine Prospect saw the biggest increase of 10.3 per cent year-on-year.

The National Magazine Company, Conde Nast and IPC Media all released statements following the announcement saying they were pleased with the overall results.

Key figures below:

Total average

Average circulation/distribution per issue: 62,048,488 (not comparable) +3.1% year-on year

Men's Lifestyle

Average circulation/distribution per issue: 2,120,971 (-5%) -3.8% year-on-year

Women's Interests: Lifestyle/Fashion

Average circulation/distribution per issue: 6,922,973 (+6.9) +14.6% year-on year

Women's Interests: Cookery and Kitchen

Average circulation/distribution per issue: 9,089,120 (+21.3%) +14.8% year-on year

News and Current Affairs: Science

Average circulation/distribution per issue: 171,658 (+13.4%) +6.9% year-on year

News and Current Affairs: Business and Finance

Average circulation/distribution per issue: 1,666,953 (+2.5%) +5.5% year-on year

News and Current Affairs: Domestic

Average circulation/distribution per issue: 522,647 (+1.6%) +2.6% year-on year

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Written by
Rachel Bartlett

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