Table of Contents
Introduction and Abbreviations
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- Definition
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- Figure 1: Home interest and gardening titles, 2004
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
Executive Summary
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- What drives the market
- Peaks and troughs
- 2004 – a return to growth?
- Home interest – the main interest
- IPC vs BBC
- The AB skew
- Fine tuning for the future
Market Drivers
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- Duty and pleasure
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- Figure 2: Levels of participation in DIY and gardening, by gender and type of DIY, 2003
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- Figure 3: Agreement with attitudes towards the home and decoration, by gender, 2003
- Added sense of style
- Inspiration or competition?
- A healthy economy
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- Figure 4: PDI and consumer expenditure at constant prices, 1999-2008
- How the population is changing
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- Figure 5: Trends and projections in the UK population, by age group, 1999-2008
- The impact of smaller households
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- Figure 6: UK household structure, 1999-2008
- On the up
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- Figure 7: Trends and projections in the UK adult population, by socio-economic group, 1999-2008
- Trends in the housing market
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- Figure 8: Number of UK housing transactions, 1999-2008
- Distribution
Market Size and Trends
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- Figure 9: UK retail sales of home interest and gardening titles, 1999-2004
- A levelling off of sales
- New titles lift market
- Sector outpaces advertising base
- Cover price buoyancy
- 2004 with a difference
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Market Segmentation
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- Figure 10: UK retail sales of home interest and gardening titles, by sector, 1999-2003
- Fluctuations across the home interest sector
- Home interest magazines
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- Figure 11: UK retail sales of home interest titles, 1999-2004
- The impact of closures
- Speculate to accumulate
- New arrivals for 2004
- Youth targets
- Gardening magazines
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- Figure 12: UK retail sales of gardening titles, 1999-2004
- The long decline
- Thorny ground for garden titles
- Cultivating growth
- Budding titles
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The Supply Structure
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- Circulation trends
- Circulation decline
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- Figure 13: Circulation trends for audited home interest titles (July-December), 1999-2003
- Holding steady
- Period decorating hinders sales
- Old favourites
- The ABC of gardening
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- Figure 14: Circulation trends for audited gardening titles (July-December), 1999-2003
- Gardeners’ World dominates market
- Amateur Gardening leads growth
- Targeting the niche gardener
- Advertising demand folds titles
- Capitalising on a growing interest
- Publishers and titles
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- Figure 15: Retail market shares of home interest titles, by publisher, 1999-2003
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- Figure 16: Retail market shares of gardening titles, by publisher, 1999-2003
- Highbury growth
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- Figure 17: Retail market shares of home interest and gardening titles, by publisher, 1999-2003
- Consolidation from Highbury and Essential
- IPC Media
- IPC range
- Innovations – new and old
- The Wallpaper* category
- BBC Worldwide
- The benefits of programme affiliation
- Promotional links
- Highbury Leisure
- Consumer titles
- EMAP
- Four divisions of EMAP
- Condé Nast
- Affluent readership
- National Magazines
- A nurtured profile
- Essential Publishing
- Romsey Publishing
- English Garden has international appeal
- Other publishers
- Brooklands Group
- Casa Publishing
- DMG Home Interest Magazines
- Hachette Filipacchi UK
- Merricks Media
- Seven Publishing
Advertising and Promotion
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- Limited above-the-line activity
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- Figure 18: Main monitored media advertising expenditure on home interest and gardening titles, 1999-2003
- Spinning the Web
- Making a show of it
- Face values
Distribution
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- Figure 19: Retail sales of home interest and gardening titles, by type of outlet, 1999-2003
- Multiples lead the pack
- A place on the shelf
- Free gifts!!
- New channels of distribution
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The Consumer
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- Figure 20: Agreement with the statement ‘I only do DIY around the house if I have to’, by gender, age and socio-economic status, 2003
- Men under pressure
- DIY and the importance of nest-building
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- Figure 21: Agreement with the statement ‘I only do DIY around the house if I have to’, by lifestage, presence of children and Mintel’s Special Groups, 2003
- DIY and the larger household
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- Figure 22: Agreement with the statement ‘I only do DIY around the house if I have to’, by marital status, working status and household size, 2003
- Reluctance in the capital
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- Figure 23: Agreement with the statement ‘I only do DIY around the house if I have to’, by region, 2003
- Magazine usage
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- Figure 24: Purchase and reading of home interest magazines, 2004
- 25+ a core buying group
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- Figure 25: Purchase and reading of home interest magazines, by age and socio-economic status, 2004
- Affluence and influence
- The retired show a declining interest
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- Figure 26: Purchase and reading of home interest magazines, by lifestage, presence of children and Mintel's Special Groups, 2004
- The importance of home ownership
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- Figure 27: Purchase and reading of home interest magazines, by marital status, working status, tenure and household size, 2004
- Affluence is clearly an influence
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- Figure 28: Purchase and reading of home interest magazines, by region and ACORN categories, 2004
- AB media skew
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- Figure 29: Purchase and reading of home interest magazines, by media usage, TV viewing and supermarket usage, 2004
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Consumer Attitudes and Enthusiasm
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- Figure 30: Attitudes towards home interest magazines, 2004
- Competitive media
- Broadening the horizon
- Fancy but frugal
- The demographic overview
- Assessing target markets – consumer typology groups
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- Figure 31: Consumer typology groups, by magazine readership and purchase, 2004
- Home Mag Devotees (12% of sample)
- Supplement Satisfied (25% of sample)
- TV Inspired (16% of sample)
- Uninterested (46% of sample)
- Devotee dominance
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- Figure 32: Consumer typology groups, by magazine readership and purchase, 2004
- Stiff competition
- Exposing the unexposed
- TV means a broader base
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- Figure 33: Consumer typology groups, by age and socio-economic status, 2004
- Importance of children
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- Figure 34: Consumer typology groups, by lifestage, presence of children, marital and working status and Mintel's Special Groups, 2004
- TV potential
- Adding local flavour
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- Figure 35: Consumer typology groups, by region and ACORN categories, 2004
- Light viewer Devotees
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- Figure 36: Consumer typology groups, by media usage, TV viewing and supermarket usage, 2004
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The Consumer – Detailed Demographics
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- Figure 37: Purchasing habits by age and socio-economic status, region and ACORN categories, 2004
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- Figure 38: Purchasing habits, by marital and working status, lifestage, presence of children and Mintel’s Special Groups, 2004
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- Figure 39: Purchasing habits by media usage, TV viewing and supermarket usage, 2004
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- Figure 40: Attitudes towards home interest magazines, by age and socio-economic status, region and ACORN categories, 2004
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- Figure 41: Attitudes towards home interest magazines, by marital and working status, lifestage, presence of children and Mintel’s Special Groups, 2004
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- Figure 42: Attitudes towards home interest magazines, by media usage, TV viewing and supermarket usage, 2004
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- Figure 43: Attitudes towards home interest magazines, by age and socio-economic status, region and ACORN categories, 2004
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- Figure 44: Attitudes towards home interest magazines, by marital and working status, lifestage, presence of children and Mintel’s Special Groups, 2004
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- Figure 45: Attitudes towards home interest magazines, by media usage, TV viewing and supermarket usage, 2004
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The Future
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- Style can’t be unlearnt
- Demographics favourable
- Targets for the future
- Publisher confidence
- Establishing consumer interest
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- Figure 46: Forecast of UK retail sales of home and gardening magazines, 2004-09
Forecast
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- Figure 47: Forecast of UK retail sales of home and gardening magazines, 2004-09
- The garden boost
- Makeover TV prevents market contraction
- Factors incorporated
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