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Lifestyle Magazines Market Assessment 2011
Key Note Publications Ltd, June 2011
This Key Note Market Assessment examines the UK lifestyle magazine market, which includes women’s, men’s and specialist magazines. The lifestyle magazines market has been declining since 2005, with a number of factors affecting the market. The volatile economic climate of the past few years has had an effect on the industry, while an overall fall in consumer interest — and increasing Internet usage — has further decreased the value. In 2010, Key Note estimated that the total market for women’s and men’s lifestyle magazines was valued at £634m.
The women’s lifestyle magazine market is divided into weekly and monthly publications. Weekly titles account for a much larger proportion of the total market than monthly magazines in terms of value, although monthly titles have slightly increased their market share since 2006. Currently, the weekly magazines sector is declining at a much quicker pace in terms of value and circulation than monthly titles, which is having a greater impact on the whole lifestyle magazine market.
Men’s lifestyle magazines are also declining in terms of value and circulation, despite a slight revival in 2004 following the launch of the weekly magazines Zoo and Nuts. Men’s general lifestyle weekly titles contribute to the market the most, followed by monthly releases. Other sectors in the men’s lifestyle magazines market include health and fitness titles, technology publications and style magazines.
The specialist magazine sector is comparatively large due to the high number of titles available that cater to different hobbies and interests. Home interest, music, film and computer and gaming titles are also analysed.
Within the industry there is a small selection of major publishers, with the majority producing magazines across all of the sectors. There have been changes over recent years among these publishers, including the sale of Emap’s consumer business to the German publisher H Bauer in January 2008. Similarly, at the end of 2010, BBC Magazines was put up for sale by BBC Worldwide. There are reported to be a number of companies interested in acquiring the company, although no official statement of intent has yet been released.
Key Note consumer research exclusively commissioned for this report showed that over a third of respondents regularly buy a magazine every week or month, while just under a quarter of adults browse through titles, buying specifically what appeals to them. Respondents’ attitudes to brand extensions and magazines websites were also analysed.
Key Note forecasts that the lifestyle magazine market will continue to decline in value until 2014, when a slight revival may be witnessed; by 2015, it is estimated that the total market will be worth £649m.
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