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Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

DEFINITIONS

MARKET POSITION

MARKET TRENDS

Table 1: Leading Market Sectors for Consumer Magazines Ranked by Number of Titles, October 1995

Table 2: Growth in the Number of Consumer Magazines, 1986-1996

Table 3: Top 10 Consumer Magazines by Circulation (number), January to June 1996

Table 4: The Top Ten Highest Value Consumer Magazine Markets (£m), 1995

Market Size

THE TOTAL MARKET

MARKET SECTORS

Table 5: Net Sales and Advertising Revenue of UK Publishers of Consumer Magazines (£m), 1991-1996

Table 6: Circulation Figures for Major TV Listings Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 7: Top Women's Weekly Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 8: Selected Women's Monthly Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 9: Selected Teenage Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 10: Selected Pop and Rock Music Titles - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 11: Selected Young-Style Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 12: Selected Men's Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 13: Selected Motoring Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 14: Selected Photography Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 15: Selected Paid-for Computing Magazines - Total Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 16: Selected Computer and Video Games Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 17: Selected Boating and Fishing Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 18: Selected Sports and Outdoor Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 19: Selected Home Lifestyle Magazines - Average Net Sales per Publishing Day, January to June 1993, 1995 and 1996

Table 20: Selected Gardening Magazines - Average Net Sales per Publishing Day, January to June 1994-1996

Industry Background

RECENT HISTORY

FACTORS AFFECTING THE MARKET

INDUSTRY CONCENTRATION

CUSTOMER MAGAZINES

DISTRIBUTION

TRADE ASSOCIATIONS

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING EXPENDITURE

ADVERTISING REVENUE

Table 21: The Top Five Consumer Magazine Publishers in the UK, 1996

Table 22: Advertising Revenue of UK Publishers of Consumer Magazines (£m), 1991-1996

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

BUYING HABITS AND ATTITUDES

Table 23: Buying Habits and Attitudes Towards Magazines by Sex and Age ( percent agreeing), 1996

Table 24: Buying Habits and Attitudes Towards Magazines by Social Class ( percent agreeing), 1996

Table 25: Buying Habits and Attitudes Towards Magazines by Geographical Region ( percent agreeing), 1996

Outside Suppliers to the Industry

PRINTERS

PRE-PRESS COMPANIES

Current Issues

STATE OF THE MARKET

DEVELOPMENTS IN THE WOMEN'S AND MEN'S SECTORS

NEW LAUNCHES IN 1996

THE END OF COMEDY

GROWTH IN THE NEW AGE SECTOR

ACQUISITIONS

AHEAD OF AUSTRIA

PROFITABILITY

Forecasts

SALES AND ADVERTISING REVENUE

TITLE GROWTH

SECTOR GROWTH

CORPORATE DEVELOPMENTS

MEDIA AND TECHNOLOGY DIVERSIFICATION

NICHES OR GHETTOS?

Table 26: Forecast Sales and Advertising Revenue of UK Publishers of Consumer Magazines (£m), 1997-2001

Table 27: Forecast Number of Consumer Titles, 1997-2001

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The UK consumer magazines sector is a very strong one, with significant increases occurring in total circulation and in consumer spending since 1991. Key Note estimates that by the end of 1996, there were 2,250 consumer magazine titles and that the consumer magazine industry's net income in 1996 was £1.36bn.

The majority of titles come from the traditional magazine publishers, with the remainder coming from contract publishers who publish titles for organisations such as the AA and Sainsbury. This report focuses on the traditional consumer magazine, while recognising that the contract publishing sector is clearly a growth market.

The most important sectors by value are women's interests, television, sport, computers and general interest. According to Key Note estimates, around 56 percent of consumer magazine spending goes on weekly titles. However, research by Gallup shows that monthly titles are seen as better value.

The leading publishers are: IPC Magazines, EMAP, H. Bauer, BBC, National Magazine Company, Readers Digest, DC Thomson, Gruner & Jahr, BEAP, John Brown Publishing, Future Publishing, Nexus Media, Haymarket and Conde Nast. Four of these publishers -- IPC, EMAP, H. Bauer and the BBC -- account for approximately two-thirds of the circulation of the top 105 titles.

Figures for the first half of 1996 show that total sales rose by 6.3 percent. Most of this growth came from newer titles. Some sectors such as football, computer games and teenage magazines struggled. Others that had been suffering, such as the general sport/outdoors sector, staged a modest revival.

For 1997, Key Note is forecasting revenue growth of 7.9 percent. Key Note estimates that the number of titles will rise to 2,320 in 1997. Motoring, food and drink, women's monthlies and sports/outdoor interests are expected to be particularly strong sectors in 1997.

Towards the end of 1997 and more especially in 1998, the industry is likely to expand into other media, namely electronic publishing and cable television. The first magazine-led cable television programmes are expected to be broadcast by late 1997.

Text © 1997 Key Note

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