TV Choice posted a 1.1 per cent drop period-on-period to 1,421,645 and a 5.8 per cent drop year-on-year in actively purchased magazine circulation.

Whereas H Bauer’s TV Choice a close second growing 2.8 per cent period-on-period and 8.1 per cent year-on-year.

The low-cost titles, at 35 pence and 43 pence respectively, show that for consumer’s price is a major draw. What’s On TV increased its cover price by 1p in April 2007, making it 23 per cent more expensive than its rival, which could have triggered the dip in actively purchased circulation.

BBC’s high-end premium TV listings guide Radio Times held on to third place in the most actively purchased titles despite a four per cent slump period-on-period and 2.9 per cent drop year-on-year to 1,024,563.

Radio Times, which relies on a large number of subscriptions, took over third place from H Bauer’s Take a Break in the second half of 2007.

Take a Break‘s circulation figures slid marginally by half a per cent to 1,009,795 per cent, with a larger 5.9 per cent slump year-on-year. H Bauer invested heavily in the title this period, increasing the quality of paper and giving it a self cover.

Reader’s Digest has remained relatively stable with a two per cent dip to 648,938 period-on-period. It retains fifth position, but should watch its back as mature title Saga Magazine is threatening to overtake it with an impressive eight per cent rise period-on-period and 17.8 per cent increase year-on-year to 639,316.

Click here to download our PDF containing the top-line results across key sectors making analysis of the implications for the UK’s consumer magazines much more accessible.