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 BÃ©be, 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