"If any magazine were to launch today and sell out, and in 80 years time sell four times that it would be an absolute publishing phenomenon," says Lindsay Nicholson, the editor of Good Housekeeping. Today it sells 400,253 copies a year, an increase of 3.7% year on year. When Good Housekeeping, published by the National Magazine Company, was launched 81 years ago it had a print run of 100,000 and sold out. Over the past year its sales have gone up by 7.6% to 283,025 - an extra 20,000 copies every month. The latest magazine circulation figures for January to June show that Woman & Home, published by magazine giant IPC, has recorded its fourth consecutive circulation increase. Instead of defining them by age, they now define them by attitude. As a result, the two main titles targeting forty-something women - Good Housekeeping and Woman & Home - have adapted to speak to an ever more diverse group. Gone are the days when the publishers of magazines for this age group could predict their readers' lifestyles. A forty-something woman might be on her third marriage or she might have just given birth to her first child, she might be a grandmother, or she might still be single. Forty is Madonna, it is Sex and the City's Kim Cattrall, it is domestic goddess Nigella Lawson.
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