Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
- Market decline continues as print circulation falls 8% in 2012
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- Figure 1: Volume forecast of UK magazines distributed, 2007-17
- Women’s and home circulation falls 15% but still holds a 44% market share
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- Figure 2: Estimated volume of UK magazines distributed, by type of magazines, 2007-12
- Market factors
- Ad revenues continued to fall in 2012
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- Figure 3: UK consumer magazine advertising revenues at current prices (excl. newspaper supplements), 2006-13
- Digital streams generated 15% of publisher turnover in 2012
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- Figure 4: Estimated turnover profile for consumer magazines, 2011 and 2012
- Tablet ownership explodes to 35% in 2013
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- Figure 5: Technology household ownership trends, January 2012-April 2013
- The consumer
- Digital magazine penetration improves to 19%
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- Figure 6: Magazines read in the past six months, by version, April 2013
- Interest-specific magazines continue to dominate
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- Figure 7: Magazines read in the past six months, by category, April 2013
- Four in ten print magazine readers spend less than they used to
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- Figure 8: Print magazine behaviour, April 2013
- Laptops and desktops remain the favoured medium for digital magazines
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- Figure 9: Digital magazine behaviour, April 2013
- Print magazines seen as a good way to ‘disconnect’
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- Figure 10: Attitudes towards magazines, April 2013
- There is a clear appetite for dynamic, non-traditional payment models
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- Figure 11: Further attitudes towards magazines, April 2013
- What we think
Issues in the Market
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- How can publishers improve digital penetration among older consumers?
- How can publishers better monetise their digital content?
- What can publishers do to maintain or improve print circulation?
- How will the continuing shift towards digital affect the free print magazine market?
Trend Application
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- Switch Off
- Objectify
- Mintel Futures: Access Anything, Anywhere
Market Drivers
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- Key points
- Ad revenues continued to fall in 2012
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- Figure 12: UK consumer magazine advertising revenues at current prices (excl. newspaper supplements), 2006-13
- Digital streams generated 15% of publisher turnover in 2012
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- Figure 13: Estimated turnover profile for consumer magazines, 2011 and 2012
- Tablet ownership explodes to 35% in 2013
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- Figure 14: Technology household ownership trends, January 2012-April 2013
Who’s Innovating?
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- Key points
- Google Play offers print subscribers free access to digital editions
- Hearst publishing iPad magazines before print
- Flipboard allows users to create own personalised magazine
- Ricochet offers a new approach to advertising
Market Size and Forecast
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- Key points
- Market decline continues as print circulation falls 8% in 2012
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- Figure 15: Estimated volume of UK magazines distributed, 2007-17
- Contraction driven by celebrity titles
- Decline reflects wider shift towards digital consumption
- Market to decline a further 32% by 2017
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- Figure 16: Volume forecast of UK magazines distributed, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Women’s and home segment falls but keeps top spot
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- Figure 17: Estimated volume of UK magazines distributed, by type of magazines, 2007-12
- Figure 18: Estimated volume of UK magazines distributed, by type of magazines, 2007-12
- Men’s magazines prove resilient to wider downward trend
- Time Out relaunch spurs growth in the sports and leisure segment
Market Share
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- Key points
- Supermarket titles and TV listings dominate the top ten by circulation
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- Figure 19: Top 20 magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012
- Free titles have performed well in a declining market
- IPC Media dominates the print market by average circulation per issue
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- Figure 20: Top 20 publishers, by average net circulation/distribution per issue, 2011 and 2012
- Men’s Health and GQ champion transition to digital
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- Figure 21: Top 20 digital edition average net circulation figures, by title, July-December 2011 and July-December 2012
Companies and Products
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- IPC Media Limited
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- Figure 22: Financial performance of IPC Media Ltd, 2010 and 2011
- Bauer Media Group
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- Figure 23: Financial performance of Bauer Consumer Media Limited, 2010 and 2011
- Immediate Media Company Limited
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- Figure 24: Financial performance of Immediate Media Company Limited, 2011-12
- The National Magazine Company Limited
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- Figure 25: Financial performance of The National Magazine Company, 2010 and 2011
- Condé Nast International Limited
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- Figure 26: Financial performance of Condé Nast international Limited, 2010 and 2011
- ShortList Media Limited
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- Figure 27: Financial performance of ShortList Media Limited, 2010 and 2011
- Dennis Publishing Limited
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- Figure 28: Financial performance of Dennis Publishing (UK) Limited, 2010 and 2011
- DC Thomson & Company Limited
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- Figure 29: Financial performance of DC Thomson & Company Limited, 2011 and 2012
- Haymarket Group Limited
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- Figure 30: Financial performance of Haymarket Group Limited, 2010 and 2011
- Egmont UK Limited
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- Figure 31: Financial performance of Egmont UK Limited, 2010 and 2011
- Panini UK Limited
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- Figure 32: Financial performance of Panini UK Limited
Brand Research – Women’s Magazines
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- Brand map
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- Figure 33: Attitudes towards and usage of brands in the women’s magazine sector, March 2013
- Correspondence analysis
- Brand attitudes
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- Figure 34: Attitudes, by women’s magazine brand, March 2013
- Brand personality
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- Figure 35: Women’s magazine brand personality – macro image, March 2013
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- Figure 36: Women’s magazine brand personality – micro image, March 2013
- Brand experience
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- Figure 37: Women’s magazine brand usage, March 2013
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- Figure 38: Satisfaction with various women’s magazine brands, March 2013
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- Figure 39: Consideration of women’s magazine brands, March 2013
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- Figure 40: Consumer perceptions of current women’s magazine brand performance, March 2013
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- Figure 41: Women’s magazine brand recommendation – Net Promoter Score, March 2013
- Brand index
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- Figure 42: Women’s magazine brand index, March 2013
- Figure 43: Women’s magazine brand index vs. recommendation, March 2013
- Target group analysis
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- Figure 44: Target groups, March 2013
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- Figure 45: Women’s magazine brand usage, by target groups, March 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Research – Men’s Magazines
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- Brand map
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- Figure 46: Attitudes towards and usage of brands in the men’s magazine sector, March 2013
- Correspondence analysis
- Brand attitudes
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- Figure 47: Attitudes, by men’s magazine brand, March 2013
- Brand personality
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- Figure 48: Men’s magazine brand personality – macro image, March 2013
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- Figure 49: Men’s magazine brand personality – micro image, March 2013
- Brand experience
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- Figure 50: Men’s magazine brand usage, March 2013
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- Figure 51: Satisfaction with various men’s magazine brands, March 2013
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- Figure 52: Consideration of men’s magazine brands, March 2013
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- Figure 53: Consumer perceptions of current men’s magazine brand performance, March 2013
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- Figure 54: Men’s magazine brand recommendation – Net Promoter Score, March 2013
- Brand index
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- Figure 55: Men’s magazine brand index, March 2013
- Figure 56: Men’s magazine brand index vs recommendation, March 2013
- Target group analysis
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- Figure 57: Target groups, March 2013
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- Figure 58: Men’s magazine brand usage, by target groups, March 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Magazines Read in the Past Six Months
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- Key points
- Digital magazine penetration improves to 19%
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- Figure 59: Magazines read in the past six months, by version, April 2013
- Interest-specific magazines continue to dominate
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- Figure 60: Magazines read in the past six months, by category, April 2013
- Free magazine penetration improves to 20%
- Digital penetration significantly higher among under-35s
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- Figure 61: Magazines read in the past six months, by age, April 2013
- 23% of men read digital magazines compared to 15% of women
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- Figure 62: Magazines read in the past six months, by gender, April 2013
- 25-34s key across every category
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- Figure 63: Magazines read in the past six months, by category, by age, April 2013
- Figure 64: Magazines read in the past six months, by category, by age, April 2013 (continued)
Print Magazine Behaviour
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- Key points
- 40% of print magazine readers spend less than they used to
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- Figure 65: Print magazine behaviour, April 2013
- A quarter of print readers share with friends
- QR codes and augmented reality have failed to revive the print market
- Over-65s the key demographic for the print market
- Interest-specific magazine readers are the most likely to subscribe
Digital Magazine Behaviour
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- Key points
- Laptops and desktops remain the favoured medium for digital magazines
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- Figure 66: Digital magazine behaviour, April 2013
- Traditional payment options have proved unattractive to digital readers
- Digital publishers have failed to fully capitalise on social media
Attitudes Towards Magazines
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- Key points
- Two thirds view print magazines as a good way to disconnect from technology
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- Figure 67: Attitudes towards magazines, April 2013
- Figure 68: Further attitudes towards magazines, April 2013
- Impatience for new content is a key driver behind digital adoption
- Six in ten think magazines contain too many adverts
- A quarter view free magazines as inferior
- Appetite for dynamic payment models
Appendix – Market Share
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- Figure 69: Magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012
- Figure 70: Magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012 (continued)
- Figure 71: Magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012 (continued)
- Figure 72: Magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012 (continued)
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- Figure 73: Magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012 (continued)
- Figure 74: Magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012 (continued)
- Figure 75: Magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012 (continued)
- Figure 76: Magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012 (continued)
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- Figure 77: Magazine titles, by average net circulation/distribution per issue (UK/RoI), 2011 and 2012 (continued)
- Figure 78: Consumer magazine publishers, by average net circulation/distribution per issue, 2011 and 2012
- Figure 79: Consumer magazine publishers, by average net circulation/distribution per issue, 2011 and 2012 (continued)
- Figure 80: Consumer magazine publishers, by average net circulation/distribution per issue, 2011 and 2012 (continued)
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Appendix – Brand Research – Women’s Segment
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- Figure 81: Brand usage, March 2013
- Figure 82: Brand commitment, March 2013
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- Figure 83: Brand momentum, March 2013
- Figure 84: Brand diversity, March 2013
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- Figure 85: Brand satisfaction, March 2013
- Figure 86: Brand recommendation, March 2013
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- Figure 87: Brand attitude, March 2013
- Figure 88: Brand image – macro image, March 2013
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- Figure 89: Brand image – micro image, March 2013
- Figure 90: Profile of target groups, by demographics, March 2013
- Figure 91: Psychographic segmentation, by target groups, March 2013
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- Figure 92: Brand usage, by target groups, March 2013
- Brand index
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- Figure 93: Brand index, March 2013
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Appendix – Brand Research – Men’s Segment
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- Figure 94: Brand usage, March 2013,
- Figure 95: Brand commitment, March 2013
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- Figure 96: Brand momentum, March 2013
- Figure 97: Brand diversity, March 2013
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- Figure 98: Brand satisfaction, March 2013
- Figure 99: Brand recommendation, March 2013
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- Figure 100: Brand attitude, March 2013
- Figure 101: Brand image – Macro image, March 2013
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- Figure 102: Brand image – micro image, March 2013
- Figure 103: Profile of target groups, by demographics, March 2013
- Figure 104: Psychographic segmentation, by target groups, March 2013
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- Figure 105: Brand usage, by target groups, March 2013
- Brand index
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- Figure 106: Brand index, March 2013
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Appendix – Magazines Read in the Past Six Months
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- Figure 107: Magazines read in the past six months, April 2013
- Figure 108: Magazines read in the past six months, by demographics, April 2013
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- Figure 109: Interest-specific magazines read in the past six months, by demographics, April 2013
- Figure 110: Celebrity magazines read in the past six months, by demographics, April 2013
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- Figure 111: News and current affairs magazines read in the past six months, by demographics, April 2013
- Figure 112: Free magazines read in the past six months, by demographics, April 2013
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- Figure 113: Women’s general-interest magazines read in the past six months, by demographics, April 2013
- Figure 114: Women’s glossy/fashion/beauty monthly magazines read in the past six months, by demographics, April 2013
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- Figure 115: Women’s weekly magazines read in the past six months, by demographics, April 2013
- Figure 116: Men’s monthly lifestyle magazines read in the past six months, by demographics, April 2013
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- Figure 117: Men’s weekly lifestyle magazines read in the past six months, by demographics, April 2013
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Appendix – Print Magazine Behaviour
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- Figure 118: Print magazine behaviour, April 2013
- Figure 119: Print magazine behaviour, by magazines read in the past six months, April 2013
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- Figure 120: Print magazine behaviour, by magazines read in the past six months (continued), April 2013
- Figure 121: Print magazine behaviour, by demographics, April 2013
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- Figure 122: Print magazine behaviour, by demographics, April 2013 (continued)
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Appendix – Digital Magazine Behaviour
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- Figure 123: Digital magazine behaviour, April 2013
- Figure 124: Digital magazine behaviour, by magazines read in the past six months, April 2013
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- Figure 125: Digital magazine behaviour, by magazines read in the past six months (continued), April 2013
- Figure 126: Digital magazine behaviour, by demographics, April 2013
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Appendix – Attitudes Towards Magazines
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- Figure 127: Attitudes towards magazines, April 2013
- Figure 128: Magazines read in the past six months, by attitudes towards magazines, April 2013
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- Figure 129: Magazines read in the past six months, by attitudes towards magazines (continued), April 2013
- Figure 130: Magazine types read in the past six months, by attitudes towards magazines, April 2013
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- Figure 131: Magazines types read in the past six months, by attitudes towards magazines (continued), April 2013
- Figure 132: Agreement with the statements ‘Reading a print magazine is a good way to ‘switch off’ and disconnect from technology’ and ‘Magazines contain too many adverts’, by demographics, April 2013
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- Figure 133: Agreement with the statements ‘Free content on a magazine’s website means it’s not worth paying for’ and ‘Newspaper supplements are just as good as print magazines’, by demographics, April 2013
- Figure 134: Agreement with the statements ‘Free magazines are just as good as paid-for magazines’ and ‘Waiting a month for the next issue of a magazine is too long’, by demographics, April 2013
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- Figure 135: Agreement with the statement ‘Being able to find any content online means you don’t need to buy a print or digital magazine’, by demographics, April 2013
- Figure 136: Further attitudes towards magazines, April 2013
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- Figure 137: Further attitudes towards magazines, by demographics, April 2013
- Figure 138: Further attitudes towards magazines, by demographics (continued), April 2013
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- Figure 139: Magazines read in the past six months, by further attitudes towards magazines, April 2013
- Figure 140: Magazines read in the past six months, by further attitudes towards magazines, April 2013 (continued)
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- Figure 141: Magazine types read in the past six months, by further attitudes towards magazines, April 2013
- Figure 142: Magazines types read in the past six months, by further attitudes towards magazines (continued), April 2013
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