IPC revamps 19 in attempt to reverse attempt to reverse

IPC’s 19 will reveal a major overhaul next month in a bid to boost sales following a disappointing ABC.

The magazine fell 26.2 per cent yearonyear to 81,800, losing a further 15.8 per cent of its sales in the latest period.

Associate publisher Vicky Cairns said it was operating in a difficult market where a proliferation of titles were competing for the same readers.

The title has had to contend with the marketing budgets and phenomenal success of Glamour and Heat as well as a radical relaunch of More!, which switched from monthly to fortnightly last summer.

Cairns said: “Having fully researched 19 and the market, we have a plan in place for 19 in 2004. You can see the results in the new 19, which will hit the news-stands on 10 March.”

More! was up 5.4 per cent to 259,550 after repositioning itself as the “fast glossy for young women”.

Dawn Bébe, managing director of Emap Elan, said More! was now offering readers the values of a glossy monthly with the benefit of a greater frequency.

By Ruth Addicott

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