Consumer Magazines Market Report 2008
Key Note Publications Ltd, May 2008, Pages: 112
This report examines the UK consumer magazines market. Although the market remains strong, it became more competitive during 2007 as spending on magazines slightly declined and pressure to win advertising intensified. Key Note estimates that, in 2007, the total revenue of UK publishers of consumer magazines was £3.25bn, a decrease of 1.1% on 2006. The number of consumer magazine titles also decreased (by 1%) in 2007, to 3,409.
The consumer magazines market is dominated by the mass-circulation sectors such as television listings, women's weeklies, women's lifestyle and men's lifestyle. Other important sectors include teenage, music, motoring, cookery and home interests. In many sectors, publishers are struggling to maintain circulations; there have been steep drops in the circulation of some titles in the teenage and men's lifestyle sector, with readers being lured away by online entertainment and information. Meanwhile, the women's monthly sector has revived, but some titles are facing greater competition from the weekly magazines.
Key Note commissioned exclusive consumer research for this report, which explored consumer attitudes towards consumer magazines. One clear trend that emerged is the high percentage of young people who are reading magazines. The survey also showed that 12.1% of adults are buying more magazines in 2008 than in 2007, but a higher percentage (30.8%) are buying fewer magazines. Time may be a factor in this, but cost is likely to be another. 39.8% of respondents buy magazines as well as newspapers, and 8.7% buy magazines but hardly any newspapers — for a significant number of people, magazines are preferable to newspapers.
There were two key developments in the market in 2007. First, Emap PLC's consumer magazines division was bought in its entirety by H Bauer. Emap PLC was the second-largest consumer magazine company in the market and, in some ways, had helped to shape the market over the last 2 decades: 5 years ago, the demise of Emap would have been unthinkable. As such, this could provide a warning for other companies that are tempted to over-extend themselves. The second development was the relentless pursuit of online initiatives. This has included the creation of new websites and portals, as well as the development of existing ones. Downloadable editorial and advertising has also started to enter the market; two online magazines are prospering, and the industry is being kept guessing as to who will launch the next online title.
This report forecasts that the consumer magazines market will contract by 0.5% in 2008, before growing by between 0.2% and 2% year-on-year between 2009 and 2012.
Executive Summary 1
1 Market Definition 2
Report Coverage 2
Market Sectors 3
By Number of Titles 3
By Average Net Circulation3
Market Trends 4
The Importance of Customer Magazines 4
Table 1: The Top 20 Free and Paid-For Consumer Magazines by Average Net Circulation, July to December 2007 4
Stalling Market Growth 5
Greater Competition from Weekly Titles5
Price is Important 6
Growth in Online Advertising 6
Up-Market Titles Look More Secure 6
Economic Trends 6
Population 6
Table 2: UK Resident Population Estimates by Sex (000), Mid-Years 2003-2007 7
Gross Domestic Product7
Table 3: UK Gross Domestic Product at Current and
Annual Chain-Linked Prices (£m), 2003-2007 7
Inflation8
Table 4: UK Rate of Inflation (%), 2003-2007 8
Unemployment9
Table 5: Actual Number of Unemployed Persons in the UK (million), 2003-2007 9
Market Position 9
The UK 9
Table 6: The Estimated Total UK Market for Consumer and Business Magazines by Value (£m), 2007 10
Table 7: The Total Number of Consumer and Business Magazines, February 2008 10
Overseas 10
2 Market Size 11
The Total Market 11
By Value 11
Table 8: The Total Revenue of UK Publishers of Consumer Magazines
(£m), 2003-2007 11
Figure 1: The Total Revenue of UK Publishers of Consumer Magazines
(£m), 2003-2007 12
By Volume12
Table 9: The Total Number of Consumer Magazine Titles
in the UK, Years Ending December 2003-2007 13
Figure 2: The Total Number of Consumer Magazine Titles
in the UK, Years Ending December 2003-2007 13
By Market Sector 14
Television Listings Magazines 14
Table 10: Selected Leading UK Television Listings Magazines by Average Net Circulation, July to December 2004-2007 14
Women’s Interest Magazines 15
Weekly15
Table 11: Selected Leading UK Women’s Weekly Magazines by Average Net Circulation, July to December 2004-2007 15
Monthly16
Table 12: Selected Leading UK Women’s Monthly Magazines by Average Net Circulation, July to December 2004-2007 17
Health and Beauty Magazines 18
Table 13: Selected Leading UK Health and Beauty Magazines by Average Net Circulation, July to December 2004-2007 18
Teenage Magazines 18
Table 14: Selected Leading UK Teenage Magazines by Average Net Circulation, July to December 2004-2007 19
Pop and Rock Music Magazines 19
Table 15: Selected Leading UK Pop and Rock Music Magazines by Average Net Circulation, July to December 2004-2007 20
Men’s Interest Magazines 20
Table 16: Selected Leading UK Men’s Magazines by Average Net Circulation, July to December 2004-2007 21
Motoring Magazines 21
Table 17: Selected Leading UK Motoring Magazines by Average Net Circulation, July to December 2004-2007 22
Photography Magazines 22
Table 18: Selected Leading UK Photography Magazines by Average Net Circulation, July to December 2004-2007 23
Computing Magazines 23
Table 19: Selected Leading UK Computing Magazines by Average Net Circulation, July to December 2004-2007 23
Computer Games Magazines 24
Table 20: Selected Leading UK Computer Games Magazines by Average Net Circulation, July to December 2004-2007 24
Boating and Fishing Magazines 24
Table 21: Selected Leading UK Boating and Fishing Magazines by Average Net Circulation, July to December 2004-2007 25
Football Magazines 25
Table 22: Selected Leading UK Football Magazines by Average Net Circulation, July to December 2004-2007 26
Golf Magazines 26
Table 23: Selected Leading UK Golf Magazines by Average Net Circulation, July to December 2004-2007 26
Home Interest/Lifestyle Magazines 27
Table 24: Selected Leading UK Home Interest/Lifestyle Magazines by Average Net Circulation, July to December 2004-2007 27
Gardening Magazines 28
Table 25: Selected Leading UK Gardening Magazines by Average Net Circulation, July to December 2004-2007 28
Cookery and Kitchen Magazines 28
Table 26: Selected Leading UK Cookery and Kitchen Magazines by Average Net Circulation, July to December 2004-2007 29
3 Industry Background 30
Recent history 30
Number of companies 31
Table 27: Number of UK VAT-Based Enterprises Engaged in the Publishing of Journals and Periodicals by Turnover Sizeband (number and %), 2006 and 2007 31
Employment 33
Table 28: Number of UK VAT-Based Enterprises Engaged in the Publishing of Journals and Periodicals by Employment Sizeband (number and %), 2006 and 2007 33
Regional variations in the marketplace 34
Distribution 34
How robust is the market? 35
Legislation 35
Key trade associations 35
Periodical publishers association 35
4 Competitor Analysis 37
The Marketplace 37
Market Leaders 37
Table 29: Selected Leading Publishers of Consumer Magazines by Turnover (£m), Latest Financial Year 38
BBC Worldwide Ltd 38
IPC Media Ltd 39
The National Magazine Company Ltd 40
DC Thomson & Company Ltd 41
Haymarket Group Ltd 41
H Bauer Publishing Ltd 42
Future Publishing Ltd 43
The Condé Nast Publications Ltd 44
The Reader’s Digest Association Ltd44
Northern & Shell PLC45
Dennis Publishing Ltd 45
Hachette Filipacchi (UK) Ltd 46
Egmont UK Ltd 47
Marketing Activity 47
Main Media Advertising Expenditure 47
Table 30: Main Media Advertising Expenditure on Consumer Magazines by Type (£000), Years Ending December 2006 and 2007 48
5 Strengths, Weaknesses, Opportunities and Threats 49
Strengths 49
Weaknesses 49
Opportunities 50
Threats 50
6 Buying Behaviour 51
Introduction 51
Types of magazine purchased 51
By Sex 51
Table 31: Types of Consumer Magazines Purchased at Least Once a Month by Sex (% of respondents), 2008 52
By Age 52
Table 32: Types of Consumer Magazines Purchased at Least Once a Month by Age (% of respondents), 2008 52
By Social Grade 53
Table 33: Types of Consumer Magazines Purchased at Least Once a Month by Social Grade (% of respondents), 2008 54
Attitudes Towards Magazines 54
By Sex 54
Table 34: Attitudes Towards Consumer Magazines by Sex (% of respondents), 2008 55
By Age 55
Table 35: Attitudes Towards Consumer Magazines by Age (% of respondents), 2008 56
By Social Grade 56
Table 36: Attitudes Towards Consumer Magazines by Social Grade (% of respondents), 2008 57
7 Current Issues 58
Introduction 58
Exploiting Multimedia Possibilities 58
Corporate Developments59
Advertising Hubs 61
Behavioural Targeting61
The Industry Awaits The Verdict Of The Oft 61
8 The Global Market 62
Europe 62
Table 37: Magazine Advertising as a Percentage of Total Advertising
in Europe by Selected Country, 2006 62
9 Forecasts 64
Introduction 64
The Economy64
Table 38: Economic Forecasts (000, % and million), 2008-2012 65
Forecasts 2008 to 2012 65
Table 39: The Forecast Total Revenue of UK Publishers of Consumer Magazines (£m), 2008-2012 65
Table 40: The Forecast Total Number of Consumer Magazine Titles in the UK, 2008-2012 66
Market Growth 66
Figure 3: Growth in the Total Revenue of UK Publishers of Consumer Magazines (£m), 2003-2012 66
Figure 4: Growth in the Total Number of Consumer Magazine Titles in the UK, 2003-2012 67
Future Trends 67
10 Company Profiles 68
BBC Worldwide Ltd 69
The Condé Nast Publications Ltd 71
DC Thomson & Company Ltd 73
Dennis Publishing Ltd 75
Egmont UK Ltd 77
Future Publishing Ltd 79
Hachette Filipacchi (UK) Ltd 81
Haymarket Group Ltd 83
IPC Media Ltd 85
The National Magazine Company Ltd 87
Northern & Shell PLC89
The Readers Digest Association Ltd 91
11 Further Sources 93
Associations 93
Publications 93
General Sources 93
Government Sources 94
Other Sources 94
Bisnode Sources 94
Key Note Research 98
The Key Note Range of Reports 99
- BBC Worldwide Ltd
- The Condé Nast Publications Ltd
- DC Thomson & Company Ltd
- Dennis Publishing Ltd
- Egmont UK Ltd
- Future Publishing Ltd
- Hachette Filipacchi (UK) Ltd
- Haymarket Group Ltd
- IPC Media Ltd
- The National Magazine Company Ltd
- Northern & Shell PLC
- The Readers Digest Association Ltd
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