Magazines - UK - September 2011

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: UK magazine market volume, 2006-16
Market factors
Companies, brands and innovation
The consumer
Figure 2: Types of magazine read by consumers, July 2011
Figure 3: Magazine reading habits, July 2011
Figure 4: Attitudes towards magazines, July 2011
What we think
ISSUES IN THE MARKET
What is the place of print in the magazine industry over the coming years?
Can magazine apps justify the initial excitement and expectations?
What is the outlook for women’s magazines?
What is the outlook for men’s magazines?
What are the prospects for children’s and teenage comics and magazines?
FUTURE OPPORTUNITIES
Trend: Alpha Mothers
Trend: Many Mes
INTERNAL MARKET ENVIRONMENT
Key points
Declining titles
Figure 5: Number of UK consumer magazine titles, 1989-2010
Magazines still popular
Figure 6: Number of magazines read or looked at in the last month, 2006-10
Fall in newsagent purchase
Figure 7: Newspaper and magazine buying, 2007-10
Male and female attitudes towards style, health and fitness
Figure 8: Agreement with attitudinal statements, by gender, 2010
Adspend remains depressed
Figure 9: UK consumer magazines advertising spend, 2006-12
Figure 10: Opinions on media and advertising, 2010
Revenue mix: print versus digital
Live events potential
Device take-up
Figure 11: Electronic devices/services have at home, April 2009-April 2011
The distributed web
Tablet penetration
iPad fever
iPad-only mags
Apple Newsstand
Android and other tablets
BROADER MARKET ENVIRONMENT
Key points
Household budget squeeze
Figure 13: UK consumer confidence index, January 2008-August 2011
Over-55s growth
Figure 14: Trends in the age structure of the UK population, 2006-16
AB population growth
Figure 15: Forecast adult population trends, by socio-economic group, 2006-16
Age division
Figure 16: Broadband penetration, by demographics, 2004-10
COMPETITIVE CONTEXT
Key points
Magazines versus newspapers
Figure 17: Frequency of reading colour supplements, 2010*
Wider leisure context
Figure 18: Trends in participation in leisure activities, 2006-10
WHO’S INNOVATING?
Key points
Brand promotion
Magbooks and collectibles
Joined-up thinking
Slow journalism
New tablet designs
Apps for old and young
Reverse trend
Body beautiful
MARKET SIZE AND FORECAST
Key points
Magazine volume drops 14% since 2006
Figure 19: Estimated volume of UK magazines distributed, 2006-11
Forecast
Figure 20: UK magazine market volume, 2006-16
Forecast methodology
SEGMENT PERFORMANCE
Key points
Women’s and home accounts for half of magazines
Figure 21: Estimated volume of UK magazines distributed and percentage share, by type of magazine, 2010
Figure 22: Estimated volume of UK magazines distributed, by type of magazine, 2006-10
Women’s weeklies/celebrity titles
Women’s monthlies
Men’s magazines
TV listings magazines
News and current affairs
Children’s and teens' magazines
Pre-school
Primary/pre-teen
Teen mags
Sport, leisure, hobbies and entertainment and other
MARKET SHARE
Key points
Free titles dominate top 20
Figure 23: Top 20 UK magazines, by total average net distribution, July-December 2010
COMPANIES AND PRODUCTS
Bauer Media Group
BBC Worldwide
Condé Nast
Figure 24: Condé Nast: circulation figures, July-December 2010
DC Thomson
Figure 25: DC Thomson: circulation figures for lead titles, July-December 2010
Dennis Publishing
Egmont
Figure 26: Egmont: circulation figures for lead titles, July-December 2010
Hachette Filipacchi
Haymarket Consumer Media
Figure 27: Haymarket Consumer Media: circulation figures, July-December 2010
IPC Media
National Magazine Company
Northern & Shell
Figure 28: Northern & Shell: circulation figures, July-December 2010
Panini
Figure 29: Panini UK: circulation figures, July-December 2010
ShortList Media
Figure 30: ShortList Media: circulation figures, July-December 2010
Titan Publishing Group
Figure 31: Titan Publishing Group: circulation figures, July-December 2010
BRAND RESEARCH – MEN’S MAGAZINES
Brand map
Figure 32: Attitudes towards and usage of men’s magazine brands, July 2011
Brand attitudes
Figure 33: Attitudes, by men’s magazines brand, July 2011
Brand personality
Figure 34: Men’s magazine brand personality – macro image, July 2011
Figure 35: Men’s magazine brand personality – micro image, July 2011
Correspondence analysis
Brand experience
Figure 36: Men’s magazine brand usage, July 2011
Figure 37: Satisfaction with various men’s magazine brands, July 2011
Figure 38: Consideration of men’s magazine brands, July 2011
Figure 39: Consumer perceptions of current men’s magazine brand performance, July 2011
Figure 40: Men’s magazine brand recommendation – Net Promoter Score, July 2011
Brand index
Figure 41: Men’s magazine brand index, July 2011
Figure 42: Men’s magazine brand index vs. recommendation, July 2011
Target group analysis
Figure 43: Target groups, July 2011
Figure 44: Men’s magazine brand usage, by target groups, July 2011
Group One – The Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – The Individualists
BRAND RESEARCH – WOMEN’S MAGAZINES
Brand map
Figure 45: Attitudes towards and usage of women’s magazine brands, July 2011
Brand personality
Figure 46: Women’s magazine brand personality – macro image, July 2011
Figure 47: Women’s magazine brand personality – micro image, July 2011
Correspondence analysis
Brand experience
Figure 48: Women’s magazine brand usage, July 2011
Figure 49: Satisfaction with various women’s magazine brands, July 2011
Figure 50: Consideration of women’s magazine brands, July 2011
Figure 51: Consumer perceptions of current women’s magazine brand performance, July 2011
Figure 52: Women’s magazine brand recommendation – Net Promoter Score, July 2011
Brand index
Figure 53: Women’s magazine brand index, July 2011
Figure 54: Women’s magazine brand index vs. recommendation, July 2011
Target group analysis
Figure 55: Target groups, July 2011
Figure 56: Women’s magazine brand usage, by target groups, July 2011
Group One – The Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – The Individualists
MAGAZINE CONSUMPTION
Key points
Figure 57: Types of magazine read by consumers, July 2011
Seven in ten adults read magazines
Six in ten women read women’s magazines
Three in ten men read men’s magazines
ABs/students read news and current affairs titles
MAGAZINE CONTENT PREFERENCES
Key points
Figure 58: Preferred types of magazine content, July 2011
Make ‘em laugh
Travel content for ABC1 empty nesters
Women’s weekly staples
Age of beauty
Celeb gossip still appeals to under-35s
MAGAZINE READING HABITS
Key points
Figure 59: Magazine reading habits, July 2011
Four in ten spend less since recession
Women and men read differently
Subscriber potential
Brand loyal readers
Acting on impulse
ATTITUDES TOWARDS MAGAZINES
Key points
Figure 60: Attitudes towards magazines, July 2011
Seeking substance
‘Me time’ mags
Too much trivia
Free gift hunters
Lack of diversity
ATTITUDES TOWARDS DIGITAL MAGAZINES
Key points
Figure 61: Attitudes towards online/electronic magazines, July 2011
Print still preferred...
...but a third now go online
Digital optimism
CHILDREN’S AND TEENS’ READING HABITS
Key points
Figure 62: Types of magazines/other material read – 7-12s, July 2011
A fifth of 11-12s read comics every month
Figure 63: Types of magazines/other material read – 13-19s, July 2011
Girls just as likely to read women’s magazines as teen titles
Quarter of teenage boys read men’s mags
Figure 64: Children’s and teens’ attitudes towards comics and magazines, by age, July 2011
Half of girls aged 13-19 get fashion tips from magazines
TARGETING OPPORTUNITIES
Key points
 TARGET GROUPS
Figure 65: Magazines target groups, July 2011
Mad About Mags
Demographic profile
Marketing message
Moan About Mags
Demographic profile
Marketing message
Fans Of Free
Demographic profile
Marketing message
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 66: Number of magazines read or looked at in the last month, by demographics, 2010
APPENDIX – BRAND RESEARCH – MEN’S MAGAZINES
Figure 67: Brand usage, July 2011
Figure 68: Brand commitment, July 2011
Figure 69: Brand momentum, July 2011
Figure 70: Brand diversity, July 2011
Figure 71: Brand satisfaction, July 2011
Figure 72: Brand recommendation, July 2011
Figure 73: Brand attitude, July 2011
Figure 74: Brand image – macro image, July 2011
Figure 75: Brand image – micro image, July 2011
Figure 76: Profile of target groups, by demographics, July 2011
Figure 77: Psychographic segmentation, by target groups, July 2011
Figure 78: Brand usage, by target groups, July 2011
Brand index
Figure 79: Brand index, July 2011
APPENDIX – BRAND RESEARCH – WOMEN’S MAGAZINES
Figure 80: Brand usage, July 2011
Figure 81: Brand commitment, July 2011
Figure 82: Brand momentum, July 2011
Figure 83: Brand diversity, July 2011
Figure 84: Brand satisfaction, July 2011
Figure 85: Brand recommendation, July 2011
Figure 86: Brand image – macro image, July 2011
Figure 87: Brand image – micro image, July 2011
Figure 88: Profile of target groups, by demographics, July 2011
Figure 89: Psychographic segmentation, by target groups, July 2011
Figure 90: Brand usage, by target groups, July 2011
Brand index
Figure 91: Brand index, July 2011
APPENDIX – MAGAZINE CONSUMPTION
Figure 92: Any magazines read by consumers, by demographics, July 2011
Figure 93: Any men's magazines read by consumers, by demographics, July 2011
Figure 94: Any women's magazines read by consumers, by demographics, July 2011
Figure 95: Men’s monthly lifestyle magazines read by consumers, by demographics, July 2011
Figure 96: Men’s weekly lifestyle magazines read by consumers, by demographics, July 2011
Figure 97: Women’s weekly magazines read by consumers, by demographics, July 2011
Figure 98: Women’s glossy/style/fashion/beauty monthly magazines read by consumers, by demographics, July 2011
Figure 99: Women’s general-interest magazines read by consumers, by demographics, July 2011
Figure 100: Celebrity magazines read by consumers, by demographics, July 2011
Figure 101: Free magazines read by consumers, by demographics, July 2011
Figure 102: Interest-specific magazines read by consumers, by demographics, July 2011
Figure 103: News and current affairs magazines read by consumers, by demographics, July 2011
Figure 104: Other general-interest magazines read by consumers, by demographics, July 2011
Figure 105: Paid-for newspapers read by consumers, by demographics, July 2011
Figure 106: Free newspapers read by consumers, by demographics, July 2011
Figure 107: Books read by consumers, by demographics, July 2011
APPENDIX – MAGAZINE CONTENT PREFERENCES
Figure 108: Most popular preferred types of magazine content, by demographics, July 2011
Figure 109: Next most popular preferred types of magazine content, by demographics, July 2011
Figure 110: Other preferred types of magazine content, by demographics, July 2011
Figure 111: Least popular preferred types of magazine content, by demographics, July 2011
Figure 112: Preferred types of magazine content, by any magazines read by consumers, July 2011
Figure 113: Preferred types of magazine content, by any men's magazines read by consumers, July 2011
Figure 114: Preferred types of magazine content, by any women's magazines read by consumers, July 2011
Figure 115: Preferred types of magazine content, by men’s monthly lifestyle magazines read by consumers, July 2011
Figure 116: Preferred types of magazine content, by men’s weekly lifestyle magazines read by consumers, July 2011
Figure 117: Preferred types of magazine content, by women’s weekly magazines read by consumers, July 2011
Figure 118: Preferred types of magazine content, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
Figure 119: Preferred types of magazine content, by women’s general-interest magazines read by consumers, July 2011
Figure 120: Preferred types of magazine content, by celebrity magazines read by consumers, July 2011
Figure 121: Preferred types of magazine content, by free magazines read by consumers, July 2011
Figure 122: Preferred types of magazine content, by interest-specific magazines read by consumers, July 2011
Figure 123: Preferred types of magazine content, by news and current affairs magazines read by consumers, July 2011
Figure 124: Preferred types of magazine content, by other general-interest magazines read by consumers, July 2011
Figure 125: Preferred types of magazine content, by paid-for newspapers read by consumers, July 2011
Figure 126: Preferred types of magazine content, by free newspapers read by consumers, July 2011
Figure 127: Preferred types of magazine content, by books read by consumers, July 2011
Figure 128: Preferred types of magazine content, by most popular preferred types of magazine content, July 2011
Figure 129: Preferred types of magazine content, by next most popular preferred types of magazine content, July 2011
Figure 130: Preferred types of magazine content, by other preferred types of magazine content, July 2011
Figure 131: Preferred types of magazine content, by least popular preferred types of magazine content, July 2011
APPENDIX – MAGAZINE READING HABITS
Figure 132: Most popular magazine reading habits, by demographics, July 2011
Figure 133: Next most popular magazine reading habits, by demographics, July 2011
Figure 134: Magazine reading habits, by any magazines read by consumers, July 2011
Figure 135: Magazine reading habits, by any men's magazines read by consumers, July 2011
Figure 136: Magazine reading habits, by any women's magazines read by consumers, July 2011
Figure 137: Magazine reading habits, by men’s monthly lifestyle magazines read by consumers, July 2011
Figure 138: Magazine reading habits, by men’s weekly lifestyle magazines read by consumers, July 2011
Figure 139: Magazine reading habits, by women’s weekly magazines read by consumers, July 2011
Figure 140: Magazine reading habits, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
Figure 141: Magazine reading habits, by women’s general-interest magazines read by consumers, July 2011
Figure 142: Magazine reading habits, by celebrity magazines read by consumers, July 2011
Figure 143: Magazine reading habits, by free magazines read by consumers, July 2011
Figure 144: Magazine reading habits, by interest-specific magazines read by consumers, July 2011
Figure 145: Magazine reading habits, by news and current affairs magazines read by consumers, July 2011
Figure 146: Magazine reading habits, by other general-interest magazines read by consumers, July 2011
Figure 147: Magazine reading habits, by paid-for newspapers read by consumers, July 2011
Figure 148: Magazine reading habits, by free newspapers read by consumers, July 2011
Figure 149: Magazine reading habits, by books read by consumers, July 2011
Figure 150: Magazine reading habits, by most popular preferred types of magazine content, July 2011
Figure 151: Magazine reading habits, by next most popular preferred types of magazine content, July 2011
Figure 152: Magazine reading habits, by other preferred types of magazine content, July 2011
Figure 153: Magazine reading habits, by least popular preferred types of magazine content, July 2011
APPENDIX – ATTITUDES TOWARDS MAGAZINES
Figure 154: Agreement with the statements ‘Magazines are good value for money’ and ‘There’s so much content in newspaper supplements I don’t need to buy magazines’, by demographics, July 2011
Figure 155: Agreement with the statements ‘I’m more likely to buy a magazine if it includes freebies’ and ‘Free magazines are just as good as ones you pay for’, by demographics, July 2011
Figure 156: Agreement with the statements ‘The amount of advertising in free magazines puts me off reading them’ and ‘Magazines don’t represent social diversity’, by demographics, July 2011
Figure 157: Agreement with the statements ‘Magazines are great for really in-depth coverage of a subject, hobby/interest etc’ and ‘There’s too much trivia in magazines, not enough real content’, by demographics, July 2011
Figure 158: Agreement with the statements ‘I like reading magazines because they give me time to myself’ and ‘I’d rather read a book than a magazine’, by demographics, July 2011
Figure 159: Attitudes towards magazines, by any magazines read by consumers, July 2011
Figure 160: Attitudes towards magazines, by any men's magazines read by consumers, July 2011
Figure 161: Attitudes towards magazines, by any women's magazines read by consumers, July 2011
Figure 162: Attitudes towards magazines, by men’s monthly lifestyle magazines read by consumers, July 2011
Figure 163: Attitudes towards magazines, by men’s weekly lifestyle magazines read by consumers, July 2011
Figure 164: Attitudes towards magazines, by women’s weekly magazines read by consumers, July 2011
Figure 165: Attitudes towards magazines, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
Figure 166: Attitudes towards magazines, by women’s general-interest magazines read by consumers, July 2011
Figure 167: Attitudes towards magazines, by celebrity magazines read by consumers, July 2011
Figure 168: Attitudes towards magazines, by free magazines read by consumers, July 2011
Figure 169: Attitudes towards magazines, by interest-specific magazines read by consumers, July 2011
Figure 170: Attitudes towards magazines, by news and current affairs magazines read by consumers, July 2011
Figure 171: Attitudes towards magazines, by other general-interest magazines read by consumers, July 2011
Figure 172: Attitudes towards magazines, by paid-for newspapers read by consumers, July 2011
Figure 173: Attitudes towards magazines, by free newspapers read by consumers, July 2011
Figure 174: Attitudes towards magazines, by books read by consumers, July 2011
Figure 175: Attitudes towards magazines, by most popular preferred types of magazine content, July 2011
Figure 176: Attitudes towards magazines, by next most popular preferred types of magazine content, July 2011
Figure 177: Attitudes towards magazines, by other preferred types of magazine content, July 2011
Figure 178: Attitudes towards magazines, by least popular preferred types of magazine content, July 2011
Figure 179: Attitudes towards magazines, by most popular magazine reading habits, July 2011
Figure 180: Attitudes towards magazines, by next most popular magazine reading habits, July 2011
APPENDIX – ATTITUDES TOWARDS DIGITAL MAGAZINES
Figure 181: Agreement with the statements ‘I prefer to read a printed copy of a magazine to reading online/electronically’ and ‘I’m less likely to buy magazines now because of the amount of free content online’, by demographics, July 2011
Figure 182: Agreement with the statements ‘I’d pay to use an online magazine site in order to get exclusive content not available elsewhere’ and ‘I’d buy a print subscription to a magazine if it included free access to exclusive online content not available elsewhere’, by demographics, July 2011
Figure 183: Agreement with the statements ‘I’d pay for a good magazine app for my iPad, smartphone or other mobile/tablet device’ and ‘I like the idea of more ‘interactive’ magazines – Ability to comment on articles, contact the author, talk to other readers etc’, by demographics, July 2011
Figure 184: Agreement with the statements ‘I like the idea of multimedia magazines – Combining words, images, video, sound’ and ‘I’d be willing to pay for an online magazine tailored specifically to my personal needs/interests’, by demographics, July 2011
Figure 185: Attitudes towards online/electronic magazines, by any magazines read by consumers, July 2011
Figure 186: Attitudes towards online/electronic magazines, by any men's magazines read by consumers, July 2011
Figure 187: Attitudes towards online/electronic magazines, by any women's magazines read by consumers, July 2011
Figure 188: Attitudes towards online/electronic magazines, by men’s monthly lifestyle magazines read by consumers, July 2011
Figure 189: Attitudes towards online/electronic magazines, by men’s weekly lifestyle magazines’ read by consumers, July 2011
Figure 190: Attitudes towards online/electronic magazines, by women’s weekly magazines read by consumers, July 2011
Figure 191: Attitudes towards online/electronic magazines, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
Figure 192: Attitudes towards online/electronic magazines, by women’s general-interest magazines read by consumers, July 2011
Figure 193: Attitudes towards online/electronic magazines, by celebrity magazines read by consumers, July 2011
Figure 194: Attitudes towards online/electronic magazines, by free magazines read by consumers, July 2011
Figure 195: Attitudes towards online/electronic magazines, by interest-specific magazines read by consumers, July 2011
Figure 196: Attitudes towards online/electronic magazines, by news and current affairs magazines read by consumers, July 2011
Figure 197: Attitudes towards online/electronic magazines, by other general-interest magazines read by consumers, July 2011
Figure 198: Attitudes towards online/electronic magazines, by paid-for newspapers read by consumers, July 2011
Figure 199: Attitudes towards online/electronic magazines, by free newspapers read by consumers, July 2011
Figure 200: Attitudes towards online/electronic magazines, by books read by consumers, July 2011
Figure 201: Attitudes towards online/electronic magazines, by most popular preferred types of magazine content, July 2011
Figure 202: Attitudes towards online/electronic magazines, by next most popular preferred types of magazine content, July 2011
Figure 203: Attitudes towards online/electronic magazines, by other preferred types of magazine content, July 2011
Figure 204: Attitudes towards online/electronic magazines, by least popular preferred types of magazine content, July 2011
Figure 205: Attitudes towards online/electronic magazines, by most popular magazine reading habits, July 2011
Figure 206: Attitudes towards online/electronic magazines, by next most popular magazine reading habits, July 2011
Figure 207: Attitudes towards online/electronic magazines, by agreement with the statements ‘Magazines are good value for money’ and ‘There’s so much content in newspaper supplements I don’t need to buy magazines’, July 2011
Figure 208: Attitudes towards online/electronic magazines, by agreement with the statements ‘I’m more likely to buy a magazine if it includes freebies’ and ‘Free magazines are just as good as ones you pay for’, July 2011
Figure 209: Attitudes towards online/electronic magazines, by agreement with the statements ‘The amount of advertising in free magazines puts me off reading them’ and ‘Magazines don’t represent social diversity’, July 2011
Figure 210: Attitudes towards online/electronic magazines, by agreement with the statements ‘Magazines are great for really in-depth coverage of a subject, hobby/interest etc’ and ‘There’s too much trivia in magazines, not enough real content’, July 2011
Figure 211: Attitudes towards online/electronic magazines, by agreement with the statements ‘I like reading magazines because they give me time to myself’ and ‘I’d rather read a book than a magazine’, July 2011
APPENDIX - CHILDREN’S AND TEENS’ READING HABITS
Figure 212: Magazines and other material read, by demographics, July 2011
Figure 213: Further magazines and other material read, by demographics, July 2011
Figure 214: Further magazines and other material read, by demographics, July 2011
Figure 215: Magazines and other material read, by demographics, July 2011
Figure 216: Futher magazines and other material read, by demographics, July 2011
Figure 217: further magazines and other material read, by demographics, July 2011
Figure 218: Attitudes towards comics and magazines, by demographics, July 2011
Figure 219: Attitudes towards comics and magazines, by demographics, July 2011
Figure 220: Further attitudes towards comics and magazines, by demographics, July 2011
APPENDIX – TARGETING OPPORTUNITIES
Figure 221: Target groups, by demographics, July 2011
Figure 222: Types of magazine read by consumers, by target groups, July 2011
Figure 223: Preferred types of magazine content, by target groups, July 2011
Figure 224: Magazine reading habits, by target groups, July 2011
Figure 225: Attitudes towards magazines, by target groups, July 2011
Figure 226: Attitudes towards online/electronic magazines, by target groups, July 2011