GROWING UP: In an increasingly cold climate for print titles, Net-a-porter’s magazine Porter has notched circulation growth of 6 percent, year-on-year, in the 12 months to Jan. 31. Digital-edition sales rose 45 percent year-on-year, with total subscriptions up 30 percent. An announcement will be made on Wednesday.
The glossy fashion and lifestyle title, which launched in 2014 and which comes out six times a year, had a circulation of 180,646, according to BPA Worldwide, an independent, not-for-profit, self-regulating organization that conducts media audits, among other services.
Porter said the overall circulation figure is a result of a “clear strategy of building a loyal base of high-net-worth women.”
Related Articles
Readers can shop directly off the pages or via the brand’s iPhone, iPad and Android apps, and the magazine said 78 percent of readers interact with the shoppable elements of the magazine.
You May Also Like
“We predict further growth for the Porter brand,” said Tess Macleod-Smith, the group’s vice-president of publishing and media, adding the company was a leader in “content and commerce,” an aspiration for many women’s magazine publishers that have been struggling for years with declining advertising income and sluggish circulation figures.
Porter’s latest issue is themed around “women taking charge,” with features on Natalia Vodianova and the British architect Amanda Levete.
According to the U.K.’s Audit Bureau of Circulations, the overall circulation figure for women’s monthly fashion titles in the first half of 2016 declined 1.9 percent year-on-year, to 5.32 million for print and digital. Print circulation for the sector fell 2 percent, while digital circulation was up 6.7 percent.
At Condé Nast, Tatler’s combined figure rose 6.4 percent to 84,515, while Vanity Fair was up 5.5 percent to 80,083. Vogue U.K.’s circulation edged up 2.3 percent to 195,053 in the six-month period.
It has been a tough year for many titles: As reported in November, British Glamour, which had been struggling more than others in the Condé Nast U.K. stable on the circulation front, decided to supersize its magazine format and put mobile first. The new brand strategy made its debut with the February 2017 issue.
InStyle U.K., a division of Time, Inc., terminated its print edition as of the December issue and has relaunched as a digital brand. Charlotte Moore has remained as editor, and is working with the U.S. team to create a new digital platform, with the aim of leveraging the reach and access of the international InStyle brand to accelerate U.K. growth.