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Consumer Magazines Update Market Report 2011
Key Note Publications Ltd, Sep 2011, Pages: 81
This Key Note Market Report examines the consumer magazines market in the UK. The market was severely affected by the recession, with a decline in total sales and circulation between 2008 and 2009. However, more recently — in 2010 — there has been a slight revival, although an increase in advertising revenue has been the greatest input. In 2010, the total consumer magazine industry was worth an estimated £2.72bn.
In terms of volume of titles available, the trend is less than positive. Recent figures imply that the total number of consumer magazines has fallen year-on-year between 2006 and 2010. This decline is a reflection on the diversity of the market, as smaller niche titles are believed to have been the worst affected; some ‘major' titles have also been lost, and it is apparent that no magazine is regarded as safe in the current economic climate.
Different magazine sectors are analysed in the report, each featuring comparison between 2007 and 2010 circulation figures using data from the Audit Bureau of Circulation (ABC). Most sectors have been affected by the recession, directly or as a result of particular consumer groups' experiences. This is notable in the reduction of titles aimed at younger consumers; meanwhile home, Internet and some women's glossy titles have fared far better.
Digital expansion in the magazines market has also affected the industry. As more publishers and titles join the digital market, and distribute online versions or those to be accessed through e-book readers, the traditional market for magazines remains uncertain. The success of digital magazine publishing is not guaranteed itself, and the industry must focus funds and efforts on developing the relatively fledgling sector.
Key Note forecasts that the consumer magazines market will increase in value, gradually, year-on-year between 2011 and 2015; a return of consumers to magazines following the recession and an increase in advertising revenue will be the main drivers of this. There will, however, be an overall decline in the number of titles available; new releases are expected to continue, but these will not counterbalance the loss of publications.
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