Lifestyle Magazines

Introduction & Definition

REPORT COVERAGE

MARKET SECTORS

1. Executive Summary

2. What’s KEY in the Market?

KEY DRIVERS

MARKET TRENDS

Advertising Expenditure

Use of the Internet Continues to Increase

Lower Circulations Reported in the First Half of 2015

Impact of Falling Circulations

Digital Editions Circulations Remain Modest

Publishers Finding New Ways to Reach Their Audience

ECONOMIC TRENDS

Table 2.1: UK Economic Trends (000, £m, %, million and £), 2010-2014

MARKET POSITION

By Purchasers’ Expenditure

Table 2.2: The UK Market for Lifestyle Magazines

and All Consumer Magazines by Purchasers’ Expenditure

(£m and %), 2011-2015

Figure 2.1: The UK Market for Lifestyle Magazines

and All Consumer Magazines by Purchasers’ Expenditure (£m), 2011-2015

By Circulation

Table 2.3: The UK Market for Lifestyle Magazines

and All Consumer Magazines by Total Average Print Circulation

Per Issue (000 and %), January to June 2011-2015

Figure 2.2: The UK Market for Lifestyle Magazines

and All Consumer Magazines by Total Average Print Circulation Per Issue (000),

January to June 2011-2015

HOW ROBUST IS THE MARKET?

Lifestyle Magazines Contents

3. Market Size, Segmentation & Forecasts

MARKET SIZE & SEGMENTATION

The Total Market

Table 3.1: The Total UK Market for Lifestyle Magazines

by Sector by Purchasers’ Expenditure (£m), 2011-2015

Figure 3.1: The Total UK Market for Lifestyle Magazines

by Sector by Purchasers’ Expenditure (£m), 2011-2015

By Circulation

Table 3.2: The Total UK Market for Lifestyle Magazines

by Sector by Average Print Circulation Per Issue

(000), January to June 2011-2015

Table 3.3: The Total UK Market for Lifestyle Magazines by Sector

by Share of Average Print Circulation Per Issue (%), January to June 2011-2015

Market Sectors

Women’s Lifestyle Magazines

Table 3.4: The UK Sector for Women’s Lifestyle Magazines by Subsector

by Purchasers’ Expenditure (£m), 2011-2015

Table 3.5: The UK Sector for Women’s Lifestyle Magazines by Subsector Share

of Purchasers’ Expenditure (%), 2011-2015

Table 3.6: The UK Subsector for Women’s Weekly Lifestyle Magazines by Purchasers’

Expenditure (£m), 2011-2015

Table 3.7: The UK Subsector for Women’s Weekly Lifestyle Magazines by Average

Print Circulation Per Issue (number), January to June 2011-2015

Table 3.8: The UK Subsector for Women’s Weekly Lifestyle Magazines by Average

Digital Circulation Per Issue (number), January to June 2012-2015

Table 3.9: The UK Subsector for Women’s Monthly Lifestyle Magazines

by Purchasers’ Expenditure (£m), 2011-2015

Table 3.10: The UK Subsector for Women’s Monthly Lifestyle Magazines

by Average Print Circulation Per Issue (number), January to June 2011-2015

Table 3.11: The UK Subsector for Women’s Monthly Lifestyle Magazines by Average

Digital Circulation Per Issue (number), January to June 2011-2015

Men’s Lifestyle Magazines

Table 3.12: The UK Sector for Men’s Lifestyle Magazines

by Purchasers’ Expenditure (£m), 2011-2015

Table 3.13: The UK Sector for Men’s Lifestyle Magazines

by Average Print Circulation Per Issue (number), January to June 2011-2015

Table 3.14: The UK Sector for Men’s Lifestyle Magazines

by Average Digital Circulation Per Issue (number), January to June 2011-2015

Specialist and Leisure Magazines

Table 3.15: Selected Home Interest Magazines by Average Print Circulation Per Issue

(number), January to June 2011-2015

Table 3.16: Selected Music Magazines by Average Print Circulation Per Issue

(number), January to June 2011-2015

Table 3.17: Selected Film Magazines by Average Print Circulation Per Issue

(number), January to June 2011-2015

Table 3.18: Selected Motoring Magazines by Average Print Circulation Per Issue

(number), January to June 2011-2015

Table 3.19: Selected Sports Magazines by Average Print Circulation Per Issue

(number), January to June 2011-2015

FORECASTS

Future Trends

Advertising Expenditure in Magazines to Continue Falling

The Use of Video by Digital Magazines

Dennis Publishing to Launch Free Magazine

Future Economic Trends

Table 3.20: Economic Forecasts (000, % and million), 2015-2019

Forecast Total Market

Table 3.21: The Forecast UK Market for Lifestyle Magazines

by Sector by Purchasers’ Expenditure (£m), 2016-2020

Figure 3.8: The Forecast UK Market for Lifestyle Magazines

by Sector by Purchasers’ Expenditure (£m), 2016-2020

MARKET GROWTH

Figure 3.9: The Actual and Forecast Total UK Market

for Lifestyle Magazines by Purchasers’ Expenditure (£m), 2011-2020

4. International Perspective

OVERVIEW

THE US

Leading Lifestyle Magazines in the US

Table 4.1: Selected Lifestyle Magazines in the US by Average Total Paid and Verified

Circulation, July to December 2014

EUROPE

AUSTRALIA & NEW ZEALAND

5. Competitor Analysis

MARKET LEADERS

Table 5.1: Selected Publishers of Lifestyle Magazines in the UK by Turnover

and Pre-Tax Profit (£000), Latest Financial Year

Bauer Consumer Media Ltd

Table 5.2: Financial Results for Bauer Consumer Media Ltd (£000), Years Ending

31st December 2010-2014

Condé Nast International Ltd

Table 5.3: Financial Results for Condé Nast International Ltd (£000), Years Ending

31st December 2010-2014

DC Thomson & Company Ltd

Table 5.4: Financial Results for DC Thomson & Company Ltd (£000), Years Ending

31st March 2010-2014

Dennis Publishing Ltd

Table 5.5: Financial Results for Dennis Publishing Ltd

(£000), Years Ending 31st December 2010-2014

Haymarket Media Group Ltd

Table 5.6: Financial Results for Haymarket Media Group Ltd

(£000), Years Ending 31st December 2009-2011 and 30th June 2013-2014

Hearst Magazines UK

Table 5.7: Financial Results for The National Magazine Company Ltd

(£000), Years Ending 31st December 2009-2013

Kelsey Publishing Ltd

Table 5.8: Financial Results for Kelsey Publishing Ltd

(£000), Years Ending 31st July 2010-2014

Northern & Shell Magazines Ltd

Table 5.9: Financial Results for Northern & Shell Magazines

Ltd (£000), Years Ending 31st December 2010-2014

Shortlist Media Ltd

Table 5.10: Financial Results for Shortlist Media Ltd

(£000), Years Ending 31st August 2010-2014

Time Inc (UK) Ltd

Table 5.11: Financial Results for Time Inc (UK) Ltd (£000),

Years Ending 31st December 2009-2013

OTHER COMPANIES

NUMBER OF COMPANIES

By Turnover

Table 5.12: Number of UK VAT- and/or PAYE Enterprises Engaged in the Publishing

of Journals and Periodicals by Turnover Sizeband (£000, number and %), 2014

By Employment

Table 5.13: Number of UK VAT- and/or PAYE Enterprises Engaged

in the Publishing of Journals and Periodicals

by Employment Sizeband (number and %), 2014

Regional Variation in the Marketplace

Table 5.14: Number of UK VAT- and/or PAYE Enterprises Engaged in the Publishing

of Journals and Periodicals by Region (number and %), 2014

MARKETING ACTIVITY

Table 5.15: Main Media Advertising Expenditure for Selected Lifestyle Magazines

(£000), Year Ending June 2015

KEY TRADE ASSOCIATIONS

EXHIBITIONS/TRADE SHOWS

6. Buying Behaviour

OVERVIEW

Magazine Purchasing and Reading

Brand Extensions and Product Endorsements

Specialist Magazines

Magazines Online

The Competition

Table 6.1: Summary of Findings Regarding Consumers’ Habits and Attitudes

Towards Magazines (% of respondents), March 2011 and September 2015

MAGAZINE PURCHASING HABITS

Buying and Browsing Magazines

Table 6.2: Magazine Purchasing Habits (% of respondents), September 2015

Reading But Not Buying

Table 6.3: Non-Purchasers of Magazines Who Enjoy Looking

at Them (% of respondents), September 2015

MAGAZINE READING HABITS

Lack of Interest or Time for Magazines

Table 6.4: Non-Readers of Magazines (% of respondents), September 2015

Changes in Magazine Reading Habits

Table 6.5: Changes in Magazine Reading Habits

(% of respondents), September 2015

ATTITUDES TOWARDS BRAND EXTENSIONS AND ADVERTISING

Table 6.6: Attitudes Towards Brand Extensions and Advertising in Magazines

(% of respondents), September 2015

SPECIALIST MAGAZINES

Table 6.7: Attitudes Towards Specialist Magazines

(% of respondents), September 2015

MAGAZINE WEBSITES

Table 6.8: Use of Magazine Websites (% of respondents), September 2015

THE COMPETITION

From Newspapers

From Television Programmes

Table 6.9: The Competition — Newspapers and Television

(% of respondents), September 2015

From the Internet

Table 6.10: The Competition — The Internet

(% of respondents), September 2015

7. Strengths, Weaknesses, Opportunities & Threats

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

8. PESTEL

POLITICAL

Library Services on the Brink of Disaster

ECONOMIC

Magnetic

NME Relaunched as a Free Magazine

Publishers Expect to Take on More Staff

SOCIAL

Magazine Usage

The Impact of the Internet

TECHNOLOGICAL

The Impact of Apps on the Marketplace

Apple News App

Ad-Blocking Apps

ENVIRONMENTAL

Energy Saving Opportunity Scheme

Two Sides

LEGISLATIVE

Measuring Viewability of Online Advertisements

Plans to Tackle Online Advertising Fraud

9. Further Sources

Associations

Publications

General Sources

Government Publications

Other Sources

Understanding Consumer Survey Data

Number, Profile, Penetration

Social Grade

Standard Region

Key Note Research

Lifestyle Magazines Contents

Lifestyle Magazines

The market for men’s and women’s lifestyle magazines is, as with many other sectors of the consumer magazines market, experiencing difficult trading conditions at present. The print circulations of many of the leading lifestyle publications have been falling for more than a decade as consumers have moved away from purchasing the printed word and towards online, and often free, digital alternatives. The fall in the circulation of these lifestyle magazines, and in the consumer magazines industry as a whole, has led to a corresponding reduction in the amount of advertising expenditure across these magazines; this in turn has contributed to repeated falls in the value of the market. As such, Key Note estimates that in 2015 the value of the lifestyle magazines market in the UK fell by a further 2%.

The lifestyle magazines market consists of both women’s and men’s magazines. The women’s segment is by far the larger of the two markets and can be further segmented into weekly and monthly publications. The women’s weekly magazines market, which typically registers the highest average print circulation figures per issue in the lifestyle sector, has been the most affected by the reduction in print circulation numbers and many of the most popular and well-known weekly titles are reporting ongoing yearly declines. The women’s monthly magazine sector, meanwhile, has also been affected by falling print circulations and this has even led to some publications ending their print editions and becoming digital-only issues.