ISBN 1-85765-521-4

Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET DEFINITION

MARKET POSITION

MARKET TRENDS

Market Size

THE TOTAL MARKET

MARKET SECTORS

EXPORTS

Table 1: UK Publishers Sales and Advertising Revenue from Consumer Magazines (£m), 1990-1995

Table 2: Sales and Advertising Revenue from Consumer Magazines (£m), 1993-1995

Table 3: Top Mens Magazines by Display Advertising Revenue (£000), July 1993-June 1994

Table 4: Top 16 Mens Magazines by Circulation, January to June 1993-1995

Table 5: Top 30 General Monthly Magazines Most Read by Men (000 of readers), July 1994-June 1995

Table 6: Readership of Mens Magazines by Men (000 of readers), July 1994-June 1995

Table 7: Readership of Selected Mens Magazines by Number of Readers per Copy, July 1994-June 1995

Table 8: Top-Selling Mens Lifestyle Magazines by Circulation, January to June 1995

Table 9: Selected Music Magazines by Circulation, January to June 1995

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

SUBSCRIPTIONS

TRADE ASSOCIATIONS

Table 10: Publishers of Mens Magazines and Selected Titles, 1995

Table 11: Publishers Shares of the Circulation of the Top 16 Mens Magazines ( percent), 1995

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 12: Main Media Advertising Expenditure on Mens Magazines (£000), Year Ending September 1995

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PENETRATION

Table 13: Male Readership Profiles of Monthly Magazines ( percent of men reading), July 1994-June 1995

Outside Suppliers to the Industry

MAJOR PRINTERS

Current Issues

NEW LAUNCHES

COMPANY ACTIVITY

VAT

RAW MATERIAL PRICE INCREASES

SEX CONTENT

ELECTRONIC PUBLISHING

Forecasts

FORECASTS 1995 TO 2000

FUTURE LAUNCHES

COMPETITION

DISTRIBUTION

PAPER PRICES

ELECTRONIC MEDIA

Table 14: Forecast Sales and Advertising Revenue of Mens Magazines, 1995-2000

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 market for men's magazines is a relatively young one, which has developed in the last 10 years. Traditionally, men have been served by magazines on their specific interests, such as sport, music and cars, as well as pornography. With the launch of titles such as FHM and Arena, the mid-1980s saw the advent of a new breed of magazine for men, based on the style of the women's glossy titles, but written from the male perspective. Since then, all the leading magazine publishers have introduced similar titles and intense competition is serving to ensure continued growth and development.

The market includes consumer magazines written primarily for men. Lifestyle titles, such as GQ and Esquire, form the backbone of the market, but special interest magazines promoted on a lifestyle platform, like Select, Max Power and Men's Health are also included. Traditional hobby and interest magazines are mentioned in context, but not included in the data. The majority of men's titles are published monthly.

The total market was worth an estimated £82m in 1995, with 69.8 percent of this accounted for by sales revenue. However, a high proportion of sales came from the erotic market. In the mainstream market, advertising revenue was higher than sales revenue. The leading publisher of men's magazines is EMAP, which owns five of the top-selling titles. With the exception of the pornographic publishers, most other publishing houses own just one men's title. These include IPC, The National Magazine Company and Condé Nast, the other leading publishers of consumer magazines.

The vast majority of men's magazines are sold via newsagents but, in line with the trend in other magazines markets, an increasing number are being sold by supermarkets, which now account for an estimated 9 percent of all magazine sales, or via subscription.

Main media advertising expenditure for the purpose of promoting the magazines themselves, increased by 6.6 percent between 1994 and 1995, to stand at £2.1m. This was equivalent to 2.6 percent of market value and significantly lower than the £24.8m revenue gained from advertising within the magazines.

The market looks set for continued healthy growth into the 21st century. Having emerged triumphant from the recession, through which the market continued to develop, it is now in a position to benefit from its high profile and the changing attitudes of men towards magazines. Changes in the pattern of distribution are creating more buying opportunities and helping to guarantee future sales. Increased competition will serve to maintain and improve standards.

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