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Published by: Key Note Publications Ltd
Published: Sep. 1, 2009 - 125 Pages
Table of Contents
- Executive Summary
- 1. Introduction
- REPORT FOCUS
- DEFINITION
- Teenage Magazines
- Pre-Teen Magazines
- 2. Strategic Overview
- MARKET DYNAMICS AND SEGMENTATION
- Factors Affecting the Market
- Teenage Magazines
- Pre-Teen Magazines
- The Teenage and Pre-Teen Population
- Table 2.1: The UK Female Population Aged 8 to 16 Years by Age as at Last Birthday (000), Mid-Years 2006-2008
- Figure 2.1: The UK Female Population Aged 8 to 16 Years by Age as at Last Birthday (000), Mid-Years 2006-2008
- Table 2.2: The UK Male Population Aged 8 to 16 Years by Age as at Last Birthday (000), Mid-Years 2006-2008
- Figure 2.2: The UK Male Population Aged 8 to 16 Years by Age as at Last Birthday (000), Mid-Years 2006-2008
- Economic Trends
- Gross Domestic Product
- Table 2.3: UK Gross Domestic Product at Current and Annual Chain-Linked Prices (£m), 2004-2008
- Inflation
- Table 2.4: UK Rate of Inflation (%), 2004-2008
- Unemployment
- Table 2.5: Actual Number of Unemployed Persons in the UK (000), 2004-2008
- Household Disposable Income
- Table 2.6: UK Household Gross Disposable Income Per Capita at Current Prices (£), 2004-2008
- Market Segmentation
- Market Size
- Table 2.7: The Total UK Market for Teenage and Pre-Teen Magazines by Sector by Cover-Price Revenue (£m), 2004-2008
- Figure 2.3: The Total UK Market for Teenage and Pre-Teen Magazines by Sector by Cover-Price Revenue (£m), 2004-2008
- DISTRIBUTION
- Table 2.8: UK Households’ Average Weekly Expenditure on Magazines and Periodicals by Place of Purchase (£m), 1999/2000-2007
- COMPETITIVE STRUCTURE
- MARKETING AND ADVERTISING
- Advertising Expenditure
- Table 2.9: Main Media Advertising Expenditure on Juvenile Consumer Magazines by Title (£000), Years Ending June 2008 and 2009
- Rules Regarding Content of Non-Broadcast Advertisements
- THE CONSUMER
- Table 2.10: Mobile Telephone Ownership Among 8 to 15 Year-Olds in Great Britain by Sex and Age Group (%), 2008
- Table 2.11: iPod/MP3 Ownership Among 8 to 15 Year-Olds in Great Britain by Sex and Age Group (%), 2008
- Table 2.12: Games-Console Ownership Among 8 to 15 Year-Olds in Great Britain by Sex and Age Group (%), 2008
- MARKET FORECASTS
- Table 2.13: The Forecast Total UK Market for Teenage and Pre-Teen Magazines by Sector by Cover-Price Revenue (£m), 2009-2013
- 3. Teenage Magazines
- BACKGROUND
- MAGAZINE LAUNCHES AND CLOSURES
- SEGMENTATION
- Top Of The Pops
- Sugar
- Bliss
- Mizz
- Shout
- CIRCULATION TRENDS
- Table 3.1: Selected Teenage Magazines by Total Average Net Circulation Per Issue (number), July to December 2004-2008
- MARKET SIZE
- Table 3.2: The Teenage Magazines Sector by Cover-Price Revenue (£m), 2004-2008
- Figure 3.1: The Teenage Magazines Sector by Cover-Price Revenue (£m), 2004-2008
- THE CONSUMER
- MARKETING AND ADVERTISING
- ONLINE ACTIVITY
- 4. Pre-Teen Magazines
- BACKGROUND
- MAGAZINE LAUNCHES AND CLOSURES
- Closures
- Launches
- SEGMENTATION
- Licensed and Character-Based Magazines
- Boys’ Titles
- Girls’ Titles
- Unisex Titles
- Lifestyle Magazines
- General Lifestyle Magazines
- Animal-Focused Lifestyle Magazines
- Football Titles
- Traditional Comics
- CIRCULATION TRENDS
- Table 4.1: Selected Pre-Teen Magazines by Total Average Net Circulation Per Issue (number), July to December 2004-2008
- MARKET SIZE
- Table 4.2: The UK Pre-Teen Magazines Sector by Subsector by Cover-Price Revenue (£m), 2004-2008
- Figure 4.1: The UK Pre-Teen Magazines Sector by Subsector by Cover-Price Revenue (£m), 2004-2008
- THE CONSUMER
- MARKETING AND ADVERTISING
- ONLINE ACTIVITY
- 5. An International Perspective
- NORTH AMERICA
- EUROPE
- 6. PEST Analysis
- POLITICAL FACTORS
- ECONOMIC FACTORS
- Table 6.1: Average Weekly Pocket Money Among 8 to 15 Year-Olds in Great Britain (£), 2003-2008
- Table 6.2: Average Weekly Pocket Money Among 8 to 15 Year-Olds in Great Britain by Sex and Age Group (£), 2008
- Table 6.3: Receipt of Weekly Pocket Money Among 8 to 15 Year-Olds in Great Britain by Sex and Age Group (%), 2008
- SOCIAL FACTORS
- TECHNOLOGICAL FACTORS
- Table 6.4: Household Computer Ownership by Age of Children in Household (% of respondents), Year Ending March 2009
- Table 6.5: Main User of Computer by Age of Children in Household (% of respondents), Year Ending March 2009
- 7. Consumer Dynamics
- INTRODUCTION
- TEENAGE MAGAZINES
- Overview
- Table 7.1: Summary of Attitudes Towards Teenage Magazines (% of respondents), February 2007 and February 2009
- The Influence of Teenage Magazines
- Table 7.2: Opinions Regarding the Influence of Teenage Magazines on the Way
- Teenagers Behave and on What They Believe (% of respondents), February 2009
- Teenage Magazines and the Internet
- Girls’ Preferences
- Table 7.3: Opinions Regarding Teenage Girls, Magazines and the Internet (% of respondents), February 2009
- Boys’ Preferences
- Table 7.4: Opinions Regarding Teenage Boys, Magazines and the Internet (% of respondents), February 2009
- PRE-TEEN MAGAZINES
- Overview
- Table 7.5: Summary of Attitudes Towards Pre-Teen Magazines (% of respondents), February 2009
- Pre-Teen Magazines and Pocket Money
- Table 7.6: Agreement That It Is Preferable for 8 to 12 Year-Olds to Spend Their Pocket Money on Magazines Rather Than on Confectionery (% of respondents), February 2009
- Leisure Alternatives to Pre-Teen Magazines
- Magazines and Comics Versus Books
- Table 7.7: Opinions Regarding Reading Material for Children Aged 8 to 12 Years (% of respondents), February 2009
- Magazines and Comics Versus Television and the Internet
- Table 7.8: Agreement That It Is Preferable for 8 to 12 Year-Olds to Spend Their Time Reading Magazines Rather Than Watching Television or Spending Time on the Internet (% of respondents), February 2009
- Pre-Teen Magazines and the Internet
- Girls’ Preferences
- Table 7.9: Opinions Regarding Pre-Teen Girls, Magazines and the Internet (% of respondents), February 2009
- Boys’ Preferences
- Table 7.10: Opinions Regarding Pre-Teen Boys, Magazines and the Internet (% of respondents), February 2009
- 8. Company Profiles
- BBC WORLDWIDE LTD
- Corporate Strategy
- Profitability
- Table 8.1: Financial Results for BBC Worldwide Ltd (£000),
- Years Ending 31st March 2007-2009
- Current and Future Developments
- BAUER MEDIA
- Corporate Strategy
- Profitability
- Table 8.2: Financial Results for Bauer Consumer Media Ltd (£000),
- Years Ending 31st March 2006-2008
- Recent and Future Developments
- DC THOMSON & COMPANY LTD
- Corporate Strategy
- Profitability
- Table 8.3: Financial Results for DC Thomson & Company Ltd (£000),
- Years Ending 31st March 2006-2008
- Current and Future Developments
- EGMONT MAGAZINES LTD
- Corporate Strategy
- Profitability
- Table 8.4: Financial Results for Egmont UK Ltd (£000),
- Years Ending 31st December 2006-2008
- Recent and Future Developments
- HACHETTE FILIPACCHI (UK) LTD
- Corporate Strategy
- Profitability
- Table 8.5: Financial Results for Hachette Filipacchi (UK) Ltd (£000),
- Years Ending 31st December 2005-2007
- Current and Future Developments
- PANINI
- Corporate Strategy
- Profitability
- Table 8.6: Financial Results for Panini UK Ltd (£000),
- Years Ending 31st December 2006-2008
- Recent and Future Developments
- 9. The Future
- POPULATION TRENDS
- Table 9.1: The Forecast UK Female Population Aged 8 to 16 Years by Age as at Last Birthday (000), Mid-Years 2009-2013
- Figure 9.1: The Forecast UK Female Population Aged 8 to 16 Years by Age as at Last Birthday (000), Mid-Years 2009-2013
- Table 9.2: The Forecast UK Male Population Aged 8 to 16 Years by Age as at Last Birthday (000), Mid-Years 2009-2013
- Figure 9.2: The Forecast UK Male Population Aged 8 to 16 Years by Age as at Last Birthday (000), Mid-Years 2009-2013
- ECONOMIC TRENDS
- Table 9.3: Forecast UK Growth in Gross Domestic Product in Real Terms (%), 2009-2013
- Table 9.4: Forecast UK Rate of Inflation (%), 2009-2013
- Table 9.5: Forecast Actual Number of Unemployed Persons in the UK (million), 2009-2013
- INDUSTRY TRENDS
- MARKET FORECASTS 2009 TO 2013
- Table 9.6: The Forecast Total UK Market for Teenage and Pre-Teen Magazines by Sector by Cover-Price Revenue (£m), 2009-2013
- Figure 9.3: The Forecast Total UK Market for Teenage and Pre-Teen Magazines by Sector by Cover-Price Revenue (£m), 2009-2013
- 10. Further Sources
- Associations
- General Sources
- Government Publications
- Other Sources
- Key Note Sources
- Understanding TGI Data
- Number, Profile, Penetration
- Social Grade
- Standard Region
- Key Note Research
- The Key Note Range of Reports
AbstractThe teenage magazine sector has been shrinking rapidly since 2005, and still faces significant threats from a number of sources.
One of the main factors leading to what seems to be the imminent demise
of the sector is the `Kids Getting Older Younger' (KGOY) phenomenon.
Rather than reading magazines created especially for their age group,
young teenagers are turning to women's lifestyle glossies and celebrity magazines aimed at older readers.
However, the biggest threat to the sector comes from other forms of entertainment — notably the Internet, but also television and radio. Teenagers are now able to access information about music and the other things that interest them almost instantly through the Internet, television and mobile telephones, and traditional teenage magazines struggle to compete with this.
Most magazines within the sector have responded by creating their own online presence, but circulation figures for the traditional magazines continue to decline.
By contrast, the pre-teen magazine sector has doing relatively well,
with a healthy bias towards new launches rather than magazine closures. Whereas teenage magazines tend to target only girls, the pre-teen sector includes a diverse range of titles that appeal to both sexes.
The pre-teen sector has generally performed better than teenage magazines, with cover-price revenue from the former category having more than doubled between 2004 and 2008. In stark contrast, sales of teenage magazines fell by more than half during the same period, in value terms.
The trend is illustrated by the fact that, in 2004, sales by value of teenage magazines were double those achieved in the pre-teen sector — but, by 2008, the situation had reversed, with sales revenue from pre-teen magazines amounting to well over twice that from teenage titles.
Key Note's original research findings confirm the view that teenage magazines, although still a major influence on the beliefs and behaviour of teenagers, are losing some of their power, especially among girls.
There was a generally positive attitude towards the place of magazines and comics in the lives of pre-teenagers, with a high proportion of adult respondents agreeing that it was preferable for 8 to 12 year-olds to spend their pocket money on magazines and comics rather than on sweets and chocolate. Similarly, there was strong endorsement for the fact that magazines and comics can encourage reading among this age group.
There is a marked variation between the forecast performances of the teenage and pre-teen sectors. The continuing growth of online activities for teenagers, together with demographic factors, means that the outlook is bleak for traditional print teenage magazines, and sales are forecast to continue to fall between 2009 and 2013. By contrast, the pre-teen sector is expected to show relatively good growth, increasing by between 2.7% and 4.9% year-on-year during this period.
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