Top Consumer Publishers: Top Publishers - Reaching for recovery.

A new marketing initiative for the medium, PPA Marketing, combined with a generally improved economic outlook, means that things are looking better for the magazine publishing business. Ian Darby reports on the trends that will shape 2004.

Throughout the 90s, consumer magazines were the most dynamic and innovative print products around. In many ways, this remains true but the advertising recession has taken its toll and many companies spent 2003 consolidating rather than innovating.

In circulation terms, the majority of the big publishing companies had a good second six months of 2003 and start to 2004 after a slow early 2003.

Sales of actively purchased consumer magazines rose 1.6 per cent during 2003. If bulk copies and free contract titles are factored in, then the rise in circulation reached 10 per cent.

The customer magazine sector is set for continued growth in 2004, with Mintel predicting an increase in total turnover of 7.9 per cent to pounds 366 million. Currently, 11 of the top 20 consumer magazines by circulation are customer magazines.

Consumer magazine company bosses, notably Sylvia Auton, the chief executive at IPC Media, expressed concern that despite greater sales there was increased downward pressure on cover prices and the resulting retail sales value of titles.

IPC Southbank's managing director, Sandy Whetton, memorably attacked the rise of cover-mounting in the women's market, describing it as the 'crack cocaine' that rival publishers use to raise sales. However, these rivals pointed out that IPC's own Marie Claire was also addicted to this promotional technique.