Home Interest Magazines - UK - June 2004

INTRODUCTION AND ABBREVIATIONS
Definition
Figure 1: Home interest and gardening titles, 2004
Consumer research
ACORN
Advertising data
 ABBREVIATIONS
PREMIER INSIGHT
EXECUTIVE SUMMARY
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
Duty and pleasure
Figure 2: Levels of participation in DIY and gardening, by gender and type of DIY, 2003
Figure 3: Agreement with attitudes towards the home and decoration, by gender, 2003
Added sense of style
Inspiration or competition?
A healthy economy
Figure 4: PDI and consumer expenditure at constant prices, 1999-2008
How the population is changing
Figure 5: Trends and projections in the UK population, by age group, 1999-2008
The impact of smaller households
Figure 6: UK household structure, 1999-2008
On the up
Figure 7: Trends and projections in the UK adult population, by socio-economic group, 1999-2008
Trends in the housing market
Figure 8: Number of UK housing transactions, 1999-2008
Distribution
MARKET SIZE AND TRENDS
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
MARKET SEGMENTATION
Figure 10: UK retail sales of home interest and gardening titles, by sector, 1999-2003
Fluctuations across the home interest sector
Home interest magazines
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
Figure 12: UK retail sales of gardening titles, 1999-2004
The long decline
Thorny ground for garden titles
Cultivating growth
Budding titles
THE SUPPLY STRUCTURE
Circulation trends
Circulation decline
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
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
Figure 15: Retail market shares of home interest titles, by publisher, 1999-2003
Figure 16: Retail market shares of gardening titles, by publisher, 1999-2003
Highbury growth
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
Limited above-the-line activity
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
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
THE CONSUMER
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
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
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
Figure 23: Agreement with the statement ‘I only do DIY around the house if I have to’, by region, 2003
Magazine usage
Figure 24: Purchase and reading of home interest magazines, 2004
25+ a core buying group
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
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
Figure 27: Purchase and reading of home interest magazines, by marital status, working status, tenure and household size, 2004
Affluence is clearly an influence
Figure 28: Purchase and reading of home interest magazines, by region and ACORN categories, 2004
AB media skew
Figure 29: Purchase and reading of home interest magazines, by media usage, TV viewing and supermarket usage, 2004
CONSUMER ATTITUDES AND ENTHUSIASM
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
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
Figure 32: Consumer typology groups, by magazine readership and purchase, 2004
Stiff competition
Exposing the unexposed
TV means a broader base
Figure 33: Consumer typology groups, by age and socio-economic status, 2004
Importance of children
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
Figure 35: Consumer typology groups, by region and ACORN categories, 2004
Light viewer Devotees
Figure 36: Consumer typology groups, by media usage, TV viewing and supermarket usage, 2004
THE CONSUMER – DETAILED DEMOGRAPHICS
Figure 37: Purchasing habits by age and socio-economic status, region and ACORN categories, 2004
Figure 38: Purchasing habits, by marital and working status, lifestage, presence of children and Mintel’s Special Groups, 2004
Figure 39: Purchasing habits by media usage, TV viewing and supermarket usage, 2004
Figure 40: Attitudes towards home interest magazines, by age and socio-economic status, region and ACORN categories, 2004
Figure 41: Attitudes towards home interest magazines, by marital and working status, lifestage, presence of children and Mintel’s Special Groups, 2004
Figure 42: Attitudes towards home interest magazines, by media usage, TV viewing and supermarket usage, 2004
Figure 43: Attitudes towards home interest magazines, by age and socio-economic status, region and ACORN categories, 2004
Figure 44: Attitudes towards home interest magazines, by marital and working status, lifestage, presence of children and Mintel’s Special Groups, 2004
Figure 45: Attitudes towards home interest magazines, by media usage, TV viewing and supermarket usage, 2004
THE FUTURE
Style can’t be unlearnt
Demographics favourable
Targets for the future
Publisher confidence
Establishing consumer interest
Figure 46: Forecast of UK retail sales of home and gardening magazines, 2004-09
FORECAST
Figure 47: Forecast of UK retail sales of home and gardening magazines, 2004-09
The garden boost
Makeover TV prevents market contraction
Factors incorporated