Table of Contents
Executive Summary
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- The market
- Print magazine market volume has contracted 36% since 2009
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- Figure 1: Forecast volume of UK print magazines distributed, 2009-19
- Market factors
- Household tablet penetration jumped from 15% to 51% in two years
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- Figure 2: Household ownership of computers and e-readers, April 2012-April 2014
- Visits to food, beauty and fashion websites have increased 50%
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- Figure 3: Index of total visits to select website categories using desktop/laptop computers, May 2011-April 2012
- The consumer
- Magazine usage has increased, despite declining sales volumes
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- Figure 4: Magazine formats read, April 2014
- Website downloads continue to trump newsstands or dedicated apps
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- Figure 5: Digital channels used, April 2014
- Computers remain the most popular device used to read magazines
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- Figure 6: Technology device used, April 2014
- Some 45% of digital magazine readers only read free titles
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- Figure 7: Payment for digital magazines, April 2014
- Demand for alternative revenue models for digital content is high
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- Figure 8: Attitudes towards digital payment models, April 2014
- Attitudes towards bespoke or enhanced digital content are mixed
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- Figure 9: Attitudes towards digital magazines, April 2014
- Desire to disconnect provides support for declining print market
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- Figure 10: Attitudes towards print magazines, April 2014
- What we think
Issues and Insights
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- Traditional print revenue models are ill suited to digital consumption
- The facts
- The implications
- Digital publishers need to adopt a flexible CMS to meet consumer demands
- The facts
- The implications
Trend Application
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- Trend: Collective Intelligence
- Trend: Influentials
- Trend: Make it Mine
Market Drivers
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- Key points
- Publishers expect print’s share of revenue to fall to just 53% in two years
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- Figure 11: Revenue profile of consumer magazine publishers, 2013 and two-year forecast
- Household tablet penetration jumped from 15% to 51% in two years
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- Figure 12: Household ownership of computers and e-readers, April 2012-April 2014
- Visits to food, beauty and fashion websites have increased 50%
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- Figure 13: Index of total visits to select website categories using desktop/laptop computers, May 2011-April 2012
- e-book sales have boomed, despite consumer preference for print
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- Figure 14: UK consumer e-book market, 2008-13
- Google Android is the UK’s most popular smartphone OS
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- Figure 15: Operating system installed on consumers’ smartphones, November 2013
Who's Innovating?
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- Key points
- Google Consumer Surveys offer publishers an alternative to paywalls
- Publishers use cutting-edge technology to create interactive print ads
- Condé Nast partners with Amazon to offer print + digital subscriptions
- New York Times launches tiered digital subscription packages
Market Size and Forecast
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- Key points
- Print magazine market volume has contracted 36% since 2009
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- Figure 16: Forecast volume of UK print magazines distributed, 2009-19
- Print distribution is expected to contract a further 28% by 2019
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- Figure 17: Forecast volume of UK print magazines distributed, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Women’s and home titles continued to dominate in 2013
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- Figure 18: Estimated volume of UK magazines distributed, by genre, 2008-13
- Men’s titles outperform the market, but face the biggest threat from digital
- News/current affairs titles were the worst performing in 2013
Brand Communication and Promotion
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- Key points
- Auto Trader tops adspend table, despite axing print edition
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- Figure 19: Top 20 magazine publishers, by advertising spend, 2010-13
- TV accounted for half of all adspend in 2013
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- Figure 20: Advertising spend by magazine publishers, by media type, 2010-13
Companies and Products
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- IPC Media Limited
- Background
- Financial performance
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- Figure 21: Financial performance of IPC Media Limited, 2011 and 2012
- Bauer Media Group
- Background
- Financial performance
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- Figure 22: Financial performance of Bauer Consumer Media Limited, 2011 and 2012
- Immediate Media Company Limited
- Background
- Financial performance
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- Figure 23: Financial performance of Immediate Media Company Limited, 2012 and 2013
- Hearst Magazines UK
- Background
- Financial performance
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- Figure 24: Financial performance of The National Magazine Company Limited, 2011 and 2012
- Condé Nast International Limited
- Background
- Financial performance
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- Figure 25: Financial performance of Condé Nast International Limited, 2011 and 2012
- Shortlist Media Limited
- Background
- Financial performance
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- Figure 26: Financial performance of Shortlist Media Limited, 2011 and 2012
Brand Research
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- Women’s Magazines
- Brand map
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- Figure 27: Attitudes towards and usage of brands in the women’s magazine sector, March 2014
- Correspondence analysis
- Brand attitudes
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- Figure 28: Attitudes, by women’s magazine brand, March 2014
- Brand personality
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- Figure 29: Women’s magazine brand personality – macro image, March 2014
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- Figure 30: Women’s magazine brand personality – micro image, March 2014
- Brand experience
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- Figure 31: Women’s magazine brand usage, March 2014
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- Figure 32: Satisfaction with various women’s magazine brands, March 2014
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- Figure 33: Consideration of women’s magazine brands, March 2014
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- Figure 34: Consumer perceptions of current women’s magazine brand performance, March 2014
- Brand recommendation
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- Figure 35: Recommendation of selected women’s magazine brands, March 2014
- Men’s Magazines
- Brand map
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- Figure 36: Attitudes towards and usage of brands in the men’s magazine sector, March 2014
- Correspondence analysis
- Brand attitudes
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- Figure 37: Attitudes, by men’s magazines brand, March 2014
- Brand personality
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- Figure 38: Men’s magazine brand personality – macro image, March 2014
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- Figure 39: Men’s magazine brand personality – micro image, March 2014
- Brand experience
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- Figure 40: Men’s magazine brand usage, March 2014
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- Figure 41: Satisfaction with various men’s magazine brands, March 2014
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- Figure 42: Consideration of men’s magazine brands, March 2014
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- Figure 43: Consumer perceptions of current men’s magazine brand performance, March 2014
- Brand recommendation
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- Figure 44: Recommendation of selected men’s magazine brands, March 2014
The Consumer – Magazine Usage
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- Key points
- Magazine usage has increased, despite a declining market
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- Figure 45: Magazine formats read, April 2014
- Digital growth lags behind increasing tablet penetration
- Women favour print, while men are more likely to read digital formats
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- Figure 46: Magazine formats read, by gender, April 2014
- Interest-specific and women’s genres continue to dominate usage
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- Figure 47: Magazine genres read, April 2014
- Men favour interest-specific and news and current affairs titles
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- Figure 48: Magazine genres read, by gender, April 2014
- Men’s titles have been most successful at shifting online
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- Figure 49: Magazine usage, April 2014
The Consumer – Digital Channels Used
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- Key points
- Website downloads continue to trump newsstands or dedicated apps
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- Figure 50: Digital channels used, April 2014
- Kindle magazines most popular among men, Londoners and higher earners
The Consumer – Technology Devices Used
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- Key points
- Computers remain the most popular device used to read magazines
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- Figure 51: Technology device used, April 2014
The Consumer – Digital Magazine Payments
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- Key points
- Some 45% of digital magazine readers only read free titles
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- Figure 52: Payment for digital magazines, April 2014
- Continued weak economic conditions are impacting digital subscriptions
- Men are more likely than women to spend on digital magazines
- Amazon Kindle Magazine users are the most likely to pay to subscribe
- Apple Newsstand users are the most likely to say they buy single copies
The Consumer – Attitudes towards Digital Payment Models
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- Key points
- Demand for alternative revenue models for digital content is high
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- Figure 53: Attitudes towards digital payment models, April 2014
- Survey walls provide a new, alternative revenue stream for publishers
- A third of digital readers would like free, wholly ad-supported content
- Under-25s are the most receptive to unlocking through social sharing
- Demand for micro transactions is highest among women’s genre readers
The Consumer – Attitudes towards Digital Magazines
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- Key points
- Attitudes towards bespoke or enhanced digital content are mixed
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- Figure 54: Attitudes towards digital magazines, April 2014
- Two thirds of digital readers discover content through social channels
The Consumer – Attitudes towards Print Magazines
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- Key points
- Print magazine adverts are viewed as less intrusive
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- Figure 55: Attitudes towards print magazines, April 2014
- Demand for free gifts and samples could slow the shift to digital
- Desire to disconnect provides support for declining print market
- Appetite for premium print and digital bundles appears low
- Just over a fifth of print readers subscribe
Appendix – Market Size and Forecast
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- Figure 56: Forecast volume of UK print magazines distributed, 2014-19
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Appendix – Brand Research – Women’s Magazines
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- Figure 57: Brand usage, March 2014
- Figure 58: Brand commitment, March 2014
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- Figure 59: Brand commitment, March 2014
- Figure 60: Brand diversity, March 2014
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- Figure 61: Brand satisfaction, March 2014
- Figure 62: Brand recommendation, March 2014
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- Figure 63: Brand attitude, March 2014
- Figure 64: Brand image – macro image, March 2014
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- Figure 65: Brand image – micro image, March 2014
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Appendix – Brand Research – Men’s Magazines
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- Figure 66: Brand usage, March 2014
- Figure 67: Brand commitment, March 2014
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- Figure 68: Brand commitment, March 2014
- Figure 69: Brand diversity, March 2014
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- Figure 70: Brand satisfaction, March 2014
- Figure 71: Brand recommendation, March 2014
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- Figure 72: Brand attitude, March 2014
- Figure 73: Brand image – Macro image, March 2014
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- Figure 74: Brand image – micro image, March 2014
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Appendix – The Consumer – Magazine Usage
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- Figure 75: Magazine formats read, April 2014
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- Figure 76: Any magazine usage, by demographics, April 2014
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- Figure 77: Interest-specific magazine usage, by demographics, April 2014
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- Figure 78: Women’s weekly magazine usage, by demographics, April 2014
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- Figure 79: Women’s glossy/fashion/beauty monthly magazine usage, by demographics, April 2014
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- Figure 80: Free magazine usage, by demographics, April 2014
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- Figure 81: Celebrity magazine usage, by demographics, April 2014
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- Figure 82: Women’s general-interest magazine usage, by demographics, April 2014
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- Figure 83: News and current affairs magazine usage, by demographics, April 2014
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- Figure 84: Men’s monthly lifestyle magazine usage, by demographics, April 2014
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- Figure 85: Men’s weekly lifestyle magazine usage, by demographics, April 2014
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- Figure 86: Other magazine usage, by demographics, April 2014
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Appendix – The Consumer – Digital Channels Used
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- Figure 87: Digital channels used, April 2014
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- Figure 88: Digital channels used, by demographics, April 2014
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- Figure 89: Digital channels used, by demographics, April 2014
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Appendix – The Consumer – Technology Devices Used
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- Figure 90: Technology device used, April 2014
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- Figure 91: Technology device used, April 2014
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- Figure 92: Technology device used, April 2014
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- Figure 93: Technology device used, by demographics, April 2014
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- Figure 94: Technology device used to read digital magazines, by demographics, April 2014
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- Figure 95: Technology device used to read magazine websites, by demographics, April 2014
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- Figure 96: Technology device used, by payment for digital magazines, April 2014
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- Figure 97: Payment for digital magazines, by technology device used, April 2014
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- Figure 98: Technology device used, by digital magazine usage, April 2014
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- Figure 99: Technology device used, by digital magazine usage, April 2014 (continued)
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- Figure 100: Technology device used, by magazine website usage, April 2014
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- Figure 101: Technology device used, by magazine website usage, April 2014 (continued)
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Appendix – The Consumer – Digital Magazine Payments
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- Figure 102: Payment for digital magazines, April 2014
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- Figure 103: Payment for digital magazines, by demographics, April 2014
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- Figure 104: Payment for digital magazines, by digital magazine usage, April 2014
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- Figure 105: Payment for digital magazines, by digital magazine usage, April 2014 (continued)
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- Figure 106: Payment for digital magazines, by digital channels used, April 2014
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Appendix – The Consumer – Attitudes towards Digital Payment Models
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- Figure 107: Attitudes towards digital payment models, April 2014
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- Figure 108: Attitudes towards digital payment models, by demographics, April 2014
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- Figure 109: Attitudes towards digital payment models, by demographics, April 2014 (continued)
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- Figure 110: Attitudes towards digital payment models, by payment for digital magazines, April 2014
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- Figure 111: Attitudes towards digital payment models, by digital magazine usage, April 2014
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- Figure 112: Attitudes towards digital payment models, by digital magazine usage, April 2014 (continued)
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- Figure 113: Attitudes towards digital payment models, by magazine websites usage, April 2014
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- Figure 114: Attitudes towards digital payment models, by magazine websites usage, April 2014 (continued)
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- Figure 115: Attitudes towards digital payment models, by technology device used, April 2014
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Appendix – The Consumer – Attitudes towards Digital Magazines
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- Figure 116: Attitudes towards digital magazines, April 2014
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- Figure 117: Attitudes towards digital magazines, by demographics, April 2014
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- Figure 118: Attitudes towards digital magazines, by demographics, April 2014 (continued)
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- Figure 119: Attitudes towards digital magazines, by digital magazine usage, April 2014
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- Figure 120: Attitudes towards digital magazines, by digital magazine usage, April 2014 (continued)
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- Figure 121: Attitudes towards digital magazines, by magazine websites usage, April 2014
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- Figure 122: Attitudes towards digital magazines, by magazine websites usage, April 2014 (continued)
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- Figure 123: Attitudes towards digital magazines, by technology device used, April 2014
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Appendix – The Consumer – Attitudes towards Print Magazines
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- Figure 124: Attitudes towards print magazines, April 2014
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- Figure 125: Attitudes towards print magazines, by demographics, April 2014
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- Figure 126: Attitudes towards print magazines, by demographics, April 2014 (continued)
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- Figure 127: Attitudes towards print magazines, by print magazine usage, April 2014
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- Figure 128: Attitudes towards print magazines, by print magazine usage, April 2014 (continued)
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