Table of Contents
Introduction and Abbreviations
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- Definition and scope of the report
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- Figure 1: Children’s comic titles, 2004
- Consumer research
- Advertising data
- Abbreviations
Premier Insight
Executive Summary
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- What drives the market
- Competition for time and money
- The need for the new
- Early years boost
- The gender gap
- Top six dominate
- Covermount is paramount
- TV vs. reading
- Steady outlook
Market Drivers
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- Number of children
- How the population is changing
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- Figure 2: Trends and projections in UK population, by age group, 1999-2008
- Family size
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- Figure 3: Average family size for the constituent countries of the UK, 1950-2000
- Only children boom
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- Figure 4: Percentage of dependent children living in different family types, 1972-2003
- The evolving family
- Family fragments…
- ...and the potential for presents
- Less children, less competition
- Money, money, money
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- Figure 5: Additional sources of income among 7-10-year-olds, 2003
- What does this mean over time?
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- Figure 6: Average weekly income of youths aged 7-14, 2001-03
- Figure 7: Total annual spending power of those aged 7-10, by age group, 2003
- How that money is spent
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- Figure 8: How 7-10s spend their money, by gender, 2003
- The gender divide
- Leisure time
- Spoilt for choice
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- Figure 9: Participation in leisure activities by 7-14-year-olds, by age group, 2003
- Children’s market safe from mobiles
- Cross-media
- Toy story
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- Figure 10: Toy ownership and toy preference among 7-10-year-olds, 2003
- Doll parts
- The impact of technology on leisure
- Utilising the Web
- Multichannel options
- Audio-visual competition
Market Size and Trends
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- A volatile market
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- Figure 11: UK retail sales of children’s comics/magazines, 1999-2004
- Room to experiment
- Onwards and upwards
- Innovation leads launches
- Cover price boosts revenue
Market Segmentation
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- By age
- Early years dominate market
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- Figure 12: UK retail sales of children’s comics/magazines, by age category, 2000-04
- Favourable backdrop for early years
- Disney stronghold
- Segmentation by gender
- Boy target boom
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- Figure 13: UK retail sales of children’s comics/magazines, by gender, 2000-04
- What’s new?
- Teen market to follow suit?
The Supply Structure
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- Circulation trends
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- Figure 14: Most popular audited children’s comics/magazines, July-December 2003
- Comic consolidation
- The mighty Beano
- On the up
- Decline dominates
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- Figure 15: Circulation of most popular audited children’s comics/magazines, July-December 1999-2003
- Old news
- A moving target
- The broader the better
- Audit importance
- Publishing groups and titles
- BBC Worldwide retains lead
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- Figure 16: Market shares of children’s comics/magazines market, by publisher, 2000-04
- BBC Worldwide
- Steady growth
- New titles boost sales
- Pre-school presence
- Egmont Magazines
- A forte for licensed characters
- Generals for juveniles
- The Redan Company Ltd
- Branching out
- One for the boys
- Panini UK
- Interactive offering
- DC Thomson
- Classics to compete
- It’s all about the gift
- Strength of a good name
- Toontastic Publishing Ltd
- Toys for boys
- Other publishers
Advertising and Promotion
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- Figure 17: Main monitored media advertising expenditure on comics, 1999-2004*
- Whom to target
- Borrowed marketing
- Show me the free gift!
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Distribution
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- The convenience of convenient stores
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- Figure 18: Children’s comics/magazine sales, by retail sector, 2000-04
- The child consumer
- Grocery growth
- Groceries dominate the adult purchase
- Examining the ‘other’
- Presentation is everything
- Overcrowding
- Pushing subscription
The Consumer
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- Figure 19: How 7-10-year-olds spend their money, 2003
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- Figure 20: Average weekly spend among 11-14-year-olds, 2003
- Young children rely on parents
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- Figure 21: How youths obtain magazines/comics, by demographic sub-group, 2003
- Not for sharing
- The main purchaser
- A question of frequency
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- Figure 22: How often youths get magazines/comics, by demographic sub-group, 2003
- Weekend comic fun
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- Figure 23: Days when 7-14-year-olds are most likely to get magazines/comics, by age group, 2003
- Attitudes towards children’s comics and magazines
- What children think
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- Figure 24: Attitudes among 7-14-year-olds towards reading comics and children’s magazines, April 2004
- High level of regulars
- The TV challenge
- Bridging the literary divide
- Boys and girls create a varied market
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- Figure 25: Attitudes among 7-14-year-olds towards reading comics and children’s magazines, by demographic sub-group and TV viewing, by, April 2004
- The lure of the TV
- A shifting market
- The more discerning reader
- What kids want
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- Figure 26: Ideal topics among 7-14-year-olds, April 2004
- Kids just want to have fun
- The interactive age
- Variety is the spice of life
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- Figure 27: Ideal topics among 7-14-year-olds, by gender, age, adults’ socio-economic group and television viewing habits, April 2004
- An indication of maturity
- Older and more celebrity-oriented
- Web direction
- The ABC1 slant
- Maturing tastes
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- Figure 28: Ideal topics among 7-14-year-olds, by gender, age, adults’ socio-economic group and television viewing habits, April 2004
- Detailed Demographics
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- Figure 29: Attitudes among 7-14-year-olds towards reading comics and children’s magazines, by gender, age and adults’ socio-economic group, April 2004
- Figure 30: Attitudes among 7-14-year-olds towards reading comics and children’s magazines, by adults’ and region, April 2004
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- Figure 31: Attitudes among 7-14-year-olds towards reading comics and children’s magazines, by television viewing habits, April 2004
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- Figure 32: Attitudes among 7-14-year-olds towards reading comics and children’s magazines, by gender, age and adults’ socio-economic group, April 2004
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- Figure 33: Attitudes among 7-14-year-olds towards reading comics and children’s magazines, by adults’ and region, April 2004
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- Figure 34: Attitudes among 7-14-year-olds towards reading comics and children’s magazines, by television viewing, April 2004
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- Figure 35: Ideal topics among 7-14-year-olds, by adults’ and region, April 2004
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- Figure 36: Ideal topics among 7-14-year-olds, by adults’ and region, April 2004
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The Consumer – The Parental Point of View
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- The adult view – what do they want
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- Figure 37: Comic content wish list from adults, April 2004
- Read as I say, not as I do
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- Figure 38: Preferred topics for a children’s comic or magazine among adults and 7-14-year-olds, April 2004
- Puzzles embody educational values
- The age of celebrity
- Boys never forget their toys
- Teen parents seek advice
- Study tips
- Parents understand gift status
- Targeting parents by media usage
- All or nothing – a repertoire analysis
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- Figure 39: Repertoire analysis of preferred topics for a children’s comic or magazine among children aged 7-14, April 2004
- Broad majority
- Girls want it all
- Age increases interest
- Attitude by topic
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- Figure 40: Cross-analysis of preferred topics for a children’s comic or magazine among by attitude towards reading children’s comics and magazines among children aged 7-14, April 2004
- Competing with the TV
- Parental influence
- Detailed Demographics
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- Figure 41: Adults’ desired magazine features for children, by gender, age and socio-economic group, April 2004
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- Figure 42: Adults’ desired magazine features for children, by lifestage, presence of children and Mintel's Special Groups, April 2004
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- Figure 43: Adults’ desired magazine features for children, by marital status, working status, tenure and household size, April 2004
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- Figure 44: Adults’ desired magazine features for children, by region, April 2004
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- Figure 45: Adults’ desired magazine features for children, by media usage, television viewing habits and supermarket usage, April 2004
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- Figure 46: Adults’ desired magazine features for children, by gender, age and socio-economic group, April 2004
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- Figure 47: Adults’ desired magazine features for children, by lifestage, presence of children and Mintel's Special Groups, April 2004
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- Figure 48: Adults’ desired magazine features for children, by marital status, working status, tenure and household size, April 2004
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- Figure 49: Adults’ desired magazine features for children, by region, April 2004
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- Figure 50: Adults’ desired magazine features for children, by media usage, television viewing habits and supermarket usage, April 2004
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- Figure 51: Adults’ desired magazine features for children, by gender, age and socio-economic group, April 2004
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- Figure 52: Adults’ desired magazine features for children, by lifestage, presence of children and Mintel's Special Groups, April 2004
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- Figure 53: Adults’ desired magazine features for children, by marital status, working status, tenure and household size, April 2004
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- Figure 54: Adults’ desired magazine features for children, by region, April 2004
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- Figure 55: Adults’ desired magazine features for children, by media usage, television viewing habits and supermarket usage, April 2004
The Future
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- Television input
- Dual audience to sustain growth
- Growing competition
- Sophisticated targeting
- Slowing churn
- Partnerships for the future
Forecast
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- Figure 56: Forecast of the children’s comics/magazines market, 2004-09
- Taste prediction
- Buoyant boys
- Kids vs adults
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