Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Achieving crossover appeal
- Reaching the boys
- Maximising adult participation
- Minimising resistance to cover price
Market in Brief
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- A booming market
- How the market is structured
- Flux and vulnerability
- Strength of parental purchase
- Enthusiasm
- Future prospects
Fast Forward Trends
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- Trend 1: User-generated Content
- What’s it about?
- What it means
- What’s next?
- Trend 2: Greenfluencers
- What’s it about?
- What it means
- What’s next?
Internal Market Environment
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- Key points
- How much cash do kids have to play with
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- Figure 1: Pocket money received per week – 7-10s, 2003-07
- Figure 2: Pocket money received per week – 11-14s, 2003-07
- Other money
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- Figure 3: Trends in sources of additional money received – 7-10s, 2003-07
- Figure 4: Trends in sources of additional money received – 11-14s, 2003-07
- Where does the money go?
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- Figure 5: Where money is spent – 7-10s, 2003-07
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- Figure 6: Where money is spent – 11-14s, 2003-07
- Media options in and out of home
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- Figure 7: Trends for usage and access to media – 7-14s, 2003-07
- Some impact on traditional media
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- Figure 8: Trends in attitudes towards reading – 7-12s, 2003-07
- Magazines hold their own
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- Figure 9: Consumption of media in the context of magazine reading – 7-14s, 2007
- Cross-media fertilisation
Broader Market Environment
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- Key points
- Good news round the corner
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- Figure 10: Child and youth population, by age and gender, 2003-13
- Lifestage trends and their impact
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- Figure 11: Trends in the adult population, by lifestage, 2003-13
- A hiccup in growth
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- Figure 12: Trends in personal disposable income and consumer expenditure, 2003-13
- Working mothers
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- Figure 13: Working population, by gender, 2003-13
- Ad revenues
Competitive Context
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- Key points
- Different print sectors
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- Figure 14: Comparison of selected print media sectors, 2003-08
- Sources of strength
- Movieland
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- Figure 15: UK cinema market, 2003-08
- The music and video markets
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- Figure 16: Pre-recorded music and video/DVD markets, 2003-08
Strengths and Weaknesses in the Market
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- Strengths
- Good fun
- Something to share
- Something just for me
- Useful learning tool
- Encourage more reluctant readers
- Weaknesses
- Risk from cover-price rises
- Media challenges – digital
- Media challenges – print
- What if childhood passes more quickly?
- What if parental attitudes change?
Who's Innovating?
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- Key points
- TV meets online
- Wally goes into space
- Refreshment in a new environment
- Unique strengths of digital media
Market Size and Forecast
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- Key points
- All change for growth
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- Figure 17: Sales of children’s magazines and comics, 2003-13
- Constant churn and pragmatism
- Robust and growing
- Cover prices and parental purchase
- The future looks good
- Factors used in the forecast
- GDP
- Under-14s
- Working women
Segment Performance
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- Key points
- Targeting by age
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- Figure 18: UK retail sales of children’s comics/magazines, by age category, 2003-07
- Tighter targeting
- The relevance of the decision-maker
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- Figure 19: Source of comic – 7-14s, by age, 2007
- Targeting by gender
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- Figure 20: UK retail sales of children’s comics/magazines, by gender, 2003-07
- Boys and girls together
- Boys – the trickier area
- Girls are another matter
Market Share
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- Key points
- Circulation trends and share
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- Figure 21: Circulation of most popular audited children’s comics/magazines, July-December 2003-07
- Two characteristics
- Publishers and market share
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- Figure 22: Market shares of children’s comics/magazines market, by publisher, 2003-07
- New kid on the block
Companies and Products
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- BBC Magazines
- Egmont Magazines
- Titan Magazines UK
- Redan Publishing
- DC Thomson
- Panini UK
- Other companies
Who’s Reading and Buying?
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- Key points
- Summary results
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- Figure 23: Summary of reading and buying data – 7-10s, 2007*
- Readership is high
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- Figure 24: Trend for readership of magazines and comics – 7-10s, 2003-07*
- Where do the magazines come from?
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- Figure 25: Trends for how magazines were obtained – 7-14s, 2003-07
- Affordability and other factors
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- Figure 26: Amount spent on magazines or comics – 11-14s, by gender, age and socio-economic group, 2007
- Commitment a little lower
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- Figure 27: Trends for frequency of purchasing for magazines – 7-14s, 2003-07
- The how and when
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- Figure 28: Where magazines are usually bought – 11-14s, 2007
What Kids Think of Magazines
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- Key points
- Magazines rated highly
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- Figure 29: Older kids’ opinions about magazines – 11-14s, 2005 and 2007
- Girls are at the heart of it
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- Figure 30: Older kids’ opinions about magazines – 11-14s, by gender, age and socio-economic group, 2007
- But downs as well as ups
- What do kids want from magazines?
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- Figure 31: Attitudes towards magazines – 7-14s, 2003-07
- Gifts certainly, but what else?
Parents’ Attitudes towards Kids Magazines and Comics
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- Key points
- Acceptance and/or approval
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- Figure 32: Attitudes towards kids’ magazines and comics, August 2008
- So who is buying?
- Key differences
Appendix – Issues in The Market
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- Figure 33: Children’s titles, 2008
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Appendix – Internal Market Environment
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- Figure 34: Usage and access to media – 7-14s, by gender, age and socio-economic group, 2007
- Figure 35: Usage and access to media – 7-14s, by gender, age and socio-economic group, 2007
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Appendix – Competitive Context
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- Figure 36: Consumption of media in the context of magazine reading – 7-14s, 2007
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Appendix – Who’s Reading and Buying?
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- Figure 37: Readership of magazines and comics – 7-14s, by gender, age and socio-economic group, 2007
- Figure 38: How magazines were obtained – 7-14s, by gender, age and socio-economic group, 2007
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- Figure 39: Frequency of purchasing for magazines – 7-14s, by gender, age and socio-economic group, 2007
- Figure 40: Days on which magazines are usually bought – 7-14s, 2003-07
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- Figure 41: Which day magazines usually bought – 7-14s, by gender, age and socio-economic group, 2007
- Figure 42: Where magazines are usually bought – 7-14s, by gender, age and socio-economic group, 2007*
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- Figure 43: Buyers of magazines/comics – 7-10s, by gender, age and socio-economic group, 2008
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Appendix – What Kids Think About Magazines
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- Figure 44: Opinions about magazines – 11-14s, by gender, age and socio-economic group, 2007
- Figure 45: Further opinions about magazines – 11-14s, by gender, age and socio-economic group, 2007
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- Figure 46: Opinions of selected media– 7-19s, 2007
- Figure 47: Attitudes towards magazines – 7-14s, by gender, age and socio-economic group, 2007
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Appendix – Parents’ Attitudes Towards Kids Magazines and Comics
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- Figure 48: Most important attitudes towards kids’ magazines and comics, by detailed demographics, August 2008
- Figure 49: Next most important attitudes towards kids’ magazines and comics, by detailed demographics, August 2008
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