NME was not the only music and film magazine to suffer double digit falls.
Housebuilders were also in demand following a survey from the Nationwide Building Society showing that house prices rose 5.9% in 2009, bouncing back from double digit falls in 2008.
According to figures published in response to freedom of information requests by Guardian Government Computing by some of the highest spending local authorities on IT in the UK, several councils have seen double digit falls in their IT headcount.
Others to suffer double digit falls were fifth ranked Empire, which dropped 12.5% year on year, although just 1.6% period on period to 11,443, and ninth ranked Men's Health, which dropped 12% year on year and 4% period on period to 9,113.
To give a sense of the scale, global luxury watch sales have seen double digit falls in demand from China and Hong Kong, two of the top markets, since Xi took office.
The price of U.S. crude went from triple digits to double digits, falling below $100 after opening at close to $110.
"Affordability ratios are still very stretched despite the double-digit fall in house prices seen so far.
Following these problems, BT said it now expected a double-digit fall in fourth quarter earnings, adjusting for the recent £12.5bn acquisition of mobile group EE.
NatMags' soon-to-be relaunched She magazine suffered yet another double-digit fall, down 18% period on period to 148,262.
For Audemars Piguet, which sells a third of its output in Asia, the downturn "really hit in January, with a double-digit fall of 20percentt, except in Singapore and Hong Kong where sales are still holding," Bottinelli said.
