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Consumer Magazines Market Report
Key Note Publications Ltd, January 2001
Magazines are thriving more than any other sector of the printed media and continue to develop as a major information, entertainment and advertising medium. Key Note estimates that the value of the consumer magazine market (including customer magazines) was £3.1bn in 2000 with the total number of titles exceeding 3,000.
Consumer magazine publishing is a growing market with new titles springing up in every sector. The largest number of titles are in the travel, tourism and leisure sectors. The highest-selling titles tend to be in a small group of sectors, such as television and radio listings, women's interests, men's interests, home interests and teenage interests.
There are around 15 major publishers in consumer magazines, the dominant publishers including: IPC Media Ltd, Emap PLC, BBC Worldwide Ltd, The National Magazine Company Ltd, H Bauer and Attic Futura (UK) Ltd. These companies have maintained their position in the marketplace, but they are coming under stronger competition, both from among their nearest rivals and from medium-sized publishers.
Readership of magazines remains strong, with around 80% of adults reading at least one magazine regularly. One of the big changes in the last few years has been the increase in the numbers of men reading magazines. Today, men are as likely to read a magazine as women.
The major changes taking place in the consumer magazine market include: the rise and development of customer titles, such as Ford Magazine, or Sainsbury's The Magazine the growth of brand management the rise of online services and the growth of spin-off titles.
Although this market is in good form, there is some concern about the future. The growth in total circulation appears to be slackening off. New titles are launched but many falter. The sale of Gruner and Jahr (UK) by its German owners sent a shiver down the industry's spine. The response of the industry when this happened in July/August 2000 was that if Gruner and Jahr finds it difficult to survive, what will happen to the other magazine publishers?
Key Note is forecasting that the market will grow by 22.7% between 2001 and 2005. This forecast may look very good, but if inflation is taken into account, it is actually fairly cautious.