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Magazines - UK - June 2015

Magazines - UK - June 2015

"With print circulation continuing its decline, magazine publishers are exploring ways of monetising their still powerful brands by diversifying their platform options. Alongside their centrepiece print and digital editions, publishers are focusing on the opportunities presented by apps, websites, e-commerce, events, data-gathering and advertising technology."

- Rebecca McGrath, Research Analyst

This report discusses the following key topics:

Leveraging the magazine brand
Evolving digital magazines
Keeping content quality at the forefront


OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
Mintel forecasts further 31% drop by 2020
Figure 1: Forecast volume of UK print magazines distributed, 2010-20
Print still dominates
Figure 2: Magazines read, April 2015
Almost a quarter wish for digital articles to be kept short
Figure 3: Attitudes towards digital magazines, April 2015
Less than a quarter are buying single editions
Figure 4: Digital magazine access, April 2015
There is a moral element to magazine purchase
Figure 5: Attitudes towards magazines, April 2015
ISSUES & INSIGHTS
Leveraging the magazine brand
Evolving digital magazines
Keeping content quality at the forefront
THE MARKET
What you need to know
UK print circulation will continue to decline
The Economist leads increase in digital circulation
New marketing body introduced
Women’s monthlies doing well
Women’s weeklies see big drops
Lads’ mags continue to decline
Market drivers
Growth in mobile device ownership further pushes digital shift
Figure 6: Personal ownership of consumer technology products, June and November 2014
Affinity for print remains
Figure 7: Consumer book purchases, April 2014
Figure 8: Top 10 digital magazines average UK circulation, six months to December, 2014
Market size and forecast
Print circulation has fallen by 37% since 2010
Figure 9: Forecast volume of UK print magazines distributed, 2010-20
Mintel forecasts further 31% drop by 2020
Figure 10: Forecast volume of UK print magazines distributed, 2010-20
Segment performance
Women’s magazines dominate market
Figure 11: Magazines’ average print circulation, by sector, 2014
Figure 12: Magazines’ average digital circulation, by sector, 2014
Lads’ mags continue to struggle but lifestyle holding on
Figure 13: Top 5 men’s magazines’ average circulation (print and digital), six months to December 2013-14
Women’s weeklies drop but lifestyles up
Figure 14: Top 5 women’s lifestyle and fashion magazines average circulation (print and digital), six months to December 2013-14
Figure 15: Top 5 women’s weekly magazines average circulation (print and digital), six months to December 2013-14
Figure 16: Top 5 current affairs magazines’ average circulation (print and digital), six months to December 2013-14
KEY PLAYERS
What you need to know
Fall in UK adspend
Grazia Magazine launches e-commerce site
Marie Claire partners with Ocado
The Economist launches film studio
New attempts to create ‘Netflix for magazines’
Men’s Health has advantage due to fitness angle
GQ has sophisticated image but may be too exclusive for some
Good Housekeeping enjoys strong position built on trust
Vogue’s exclusive brand image helps it stand out
Launch activity and innovations
Grazia magazine launches e-commerce site
Marie Claire partners with Ocado
The Economist launches film studio
New attempts to create ‘Netflix for magazines’
Brand communication and promotion
Advertising spend down in 2014
Figure 17: Top 20 magazine publishers, by UK advertising spend, 2011-14
TV still main advertising platform
Figure 18: Advertising spend by magazine publishers, by media type, 2011-14
Brand research – Men’s magazines
Brand map
Figure 19: Attitudes towards and usage of selected men’s magazines brands, April 2015
Key brand metrics
Figure 20: Key metrics for selected men’s magazines brands, April 2015
Figure 21: Attitudes, by men’s magazine brand, April 2015
Figure 22: Men’s magazines brand personality – Macro image, April 2015
Figure 23: Men’s magazines brand personality – Micro image, April 2015
Brand analysis
Figure 24: User profile of Men’s Health, April 2015
Figure 25: User profile of GQ, April 2015
Figure 26: User profile of ShortList, April 2015
Figure 27: User profile of FHM, April 2015
Brand research – Women’s magazines
Brand map
Figure 28: Attitudes towards and usage of selected women’s magazine brands, April 2015
Key brand metrics
Figure 29: Key metrics for selected women’s magazine brands, April 2015
Figure 30: Attitudes, by women’s magazine brand, April 2015
Figure 31: Women’s magazines’ brand personality – Macro image, April 2015
Figure 32: Women’s magazines’ brand personality – Micro image, April 2015
Brand analysis
Figure 33: User profile of Good Housekeeping, April 2015
Figure 34: User profile of Stylist, April 2015
Figure 35: User profile of Glamour, April 2015
Figure 36: User profile of Vogue, April 2015
THE CONSUMER
What you need to know
Print still dominates
Over half mostly read print magazines at home
Less than a fifth have a digital subscription
PCs/laptops are the main devices used for reading digital editions
Many want short and interactive digital content
People prefer print
Many don’t want revealing pictures of women on men’s mags’ covers
Magazine content needs a shake-up
Magazines read
Print still dominates
Figure 37: Magazines read, April 2015
Print magazine behaviour
Over half read print magazines at home
Figure 38: Print magazine behaviour, April 2015
Annoyance with print advertising shows opportunities for digital
Print purchasing
Most readers purchase print magazines
Figure 39: Print magazine purchase, April 2015
Readers remain loyal to print titles
Figure 40: Purchasing print magazine behaviour, April 2015
Men and women have different purchasing habits
Publishers need to be careful with price
Devices used
Laptops and PCs still primary devices for digital magazines
Figure 41: Devices used to access digital magazines, April 2015
Attitudes towards digital magazines
Almost a quarter wish for digital articles to be kept short
Figure 42: Attitudes towards digital magazines, April 2015
Over a fifth want more interactive content
Digital magazines can collect very valuable data
Access methods
Less than a quarter are buying single editions
Figure 43: Digital magazine access, April 2015
And few have bought into the ‘Netflix’ model
Attitudes towards magazines
People prefer print magazines
Figure 44: Attitudes towards magazines, April 2015
Moral element to magazine purchasing
Women more encouraged by celebrities
Brand more significant to younger people
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
Market size
Figure 45: Best and worst case forecast for the volume of UK print magazine circulation, 2015-20
Fan chart forecast
Brand research

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