'RTE Guide' sales slip in advance of style revamp

The RTÉ Guide, Ireland's largest-selling magazine, has suffered another small fall in circulation and is in danger of dipping below 100,000 for the first time in many years.

The average purchased sale of the magazine in the six months to the end of June was 101,340, according to the Audit Bureau of Circulations (ABC). This was down by 1 per cent from 102,344 at the same time last year.

At the end of December, the magazine was selling 112,976 copies, this was 10.3 per cent more than the figure recorded at the end of June of 2006. These figures measure actively purchased copies of the magazine.

Despite the falling sales, the magazine said this was a steady and strong performance in a competitive market. "With no major sales promotions in this period (as compared to January to June 2005), our regular weekly sales outside of promotional activity are showing an increase year on year," it said a statement.

The magazine is planning some changes later in the year. "Readers of the RTÉ Guide can also look forward to a new look and feel from September. The magazine will continue to highlight all the best in celebrity interviews, fashion, beauty, food, health and interiors, but readers can now expect a more comprehensive entertainment section and enhanced television and radio listings," said its statement.

The biggest magazine title in Ireland is now Sky Magazine, with 397,478 copies going out to Irish homes. However, unlike the RTÉ Guide, this is not sold in shops and is only distributed to Sky subscribers.

The popularity of property and interiors was evident in the circulation for House and Home from Dyflin Publications which posted an average sale of 26,282, up from 25,615 in the same period in 2005.

Business and Finance magazine posted a sale of 11,342, up 8 per cent on the previous period.

No figures are yet available for Village magazine which recently registered with ABC. Circulation figures for the title are likely to become available in 2007.

Magill intends to have ABC figures next year, its publisher Ian Hyland said yesterday. Phoenix magazine had an ABC figure of 18,150 at the end of 2005, but is not included in these figures.