| MP22054 |
| MAPS : Lifestyle Magazines: April 2004 |
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This report covers: lifestyle magazines, women's, lifestyle,men's lifestyle,magazines, weekly, monthly, specialist, leisure, home interest, music, film, motoring, launches,
companies covered include: The Face, Europe, US, H Bauer, publishing, BBC Worldwide, Conde Naste, Publications, DC Thomson, & Company, Dennis, EMAP, Future Publishing, Hachette Filipacchi, Highbury House Communications, IPC Media, National Magazine Company, Northern & Shell,
EXECUTIVE SUMMARY
| Executive Summary |
| The UK market for lifestyle and specialist magazines has had to face a number of challenges since 1999, including competition from other media, an advertising recession and increasingly demanding consumers. After a relatively quiet period during the early part of the current decade, when there were few major launches, during the latter part of 2003, there was much activity, which looks set to continue throughout 2004. |
| Celebrity magazines have continued to make inroads into the women's weekly sector, with the emphasis moving towards cheaper and more irreverent titles over 2002 and 2003. There have been two new launches — Emap's Closer and Northern & Shell's New! — within the past 18 months. The content of traditional women's weeklies has seen some changes, with the traditional emphasis on home-centred pursuits, such as knitting and cookery, shifting substantially towards real-life and celebrity stories. |
| One of the most significant developments in the women's monthly sector was the 2001 launch of the 'handbag-sized' Glamour magazine, which is now the largest-selling monthly. In terms of content, the sector has gone through some of the same changes as the weekly sector, and there is now less coverage of home-focused pursuits — partly because of changes in women's lifestyles and interests, and partly because these topics now tend to be covered by magazines within the home interest sector. |
| In terms of market size, the women's weekly sector has grown at a faster rate than the monthly sector, mainly because of changes in the structure of the market, with a greater emphasis on celebrity titles. |
| After a meteoric rise during the early 1990s, the men's lifestyle sector has been struggling since 1999. Attempts to cater for the original readers of 'lads' mags' as they matured by launching new, more 'grown-up' titles have met with little success. Niche sectors, such as 'boys' toys' and men's health, are generally faring better than the mainstream lifestyle titles. The beginning of 2004 saw renewed activity in the sector, with the high-profile launches of Emap's Zoo Weekly and IPC Media's Nuts. Both are weekly titles and the first ones in the sector. |
| Key Note's exclusive research found that consumers are nearly twice as likely to approve of the advertising in specialist and leisure magazines than of that in general lifestyle magazines. |
| Competition from other leisure activities, and from other media, does not seem to be a strong reason for choosing not to read magazines; relatively few respondents said this applied to them. |
TABLE OF CONTENTS
| Executive Summary |
| 1. Introduction |
| REPORT FOCUS |
| Definition |
| 2. Strategic Overview |
| MARKET DYNAMICS AND SEGMENTATION |
| Table 1: The UK Consumer Magazine Market Gross Revenue by Advertising Revenue and Purchasers' Expenditure |
| (£m), 1999-2003 |
| Figure 1: The UK Consumer Magazine Market Gross Revenue by Advertising Revenue and Purchasers' Expenditure |
| (£m), 1999-2003 |
| Table 2: The UK Market for Men's and Women's Lifestyle |
| Magazines by Purchasers' Expenditure |
| (£m and index 1999=100), 1999-2003 |
| Figure 2: The UK Market for Men's and Women's Lifestyle |
| Magazines by Purchasers' Expenditure |
| (£m), 1999-2003 |
| DISTRIBUTION |
| Subscriptions |
| COMPETITIVE STRUCTURE |
| ADVERTISING AND MARKETING |
| Table 3: Advertising Expenditure in Consumer Magazines |
| (£m and index 1999=100), 1999-2003 |
| THE CONSUMER |
| Table 4: Magazine-Buying Habits by Gender |
| (% purchasing), 2003 |
| MARKET FORECASTS |
| 3. Women's Lifestyle Magazines |
| BACKGROUND |
| MARKET SIZE |
| Table 5: The UK Market for Women's Lifestyle Magazines |
| by Purchasers' Expenditure (£m and index 1999=100), |
| 1999-2003 |
| MARKET SEGMENTATION |
| Table 6: The UK Market for Women's Magazines by Sector |
| by Market Share by Average Net Circulation (%), 1999-2003 |
| Figure 3: The UK Market for Women's Magazines by Sector |
| by Market Share by Average Net Circulation (%), 1999-2003 |
| Weekly Magazines |
| Table 7: The UK Market for Women's Weekly Lifestyle Magazines by Purchasers' Expenditure |
| (£m and index 1999=100), 1999-2003 |
| Monthly Magazines |
| Table 8: The UK Market for Women's Monthly Lifestyle |
| Magazines by Purchasers' Expenditure |
| (£m and index 1999=100), 1999-2003 |
| CIRCULATION TRENDS |
| Weekly Magazines |
| Table 9: Selected Women's Weekly Magazines |
| by Average Net Circulation, |
| July-December 2002 and 2003 |
| Monthly Magazines |
| Table 10: Selected Women's Monthly Magazines by Average |
| Net Circulation, July-December 2002 and 2003 |
| CONSUMER TRENDS |
| Table 11: Penetration of Women's Weekly, Monthly |
| and Celebrity Magazines by Sex, Age and Social Grade |
| (% of respondents), 2003 |
| RECENT DEVELOPMENTS |
| MARKETING AND ADVERTISING |
| Table 12: Main Media Advertising Expenditure |
| for Selected Women's Magazines (£000), |
| Years Ending September 2002 and 2003 |
| 4. Men's Lifestyle Magazines |
| BACKGROUND |
| MARKET SIZE |
| Table 13: The UK Market for Men's Lifestyle Magazines |
| by Purchasers' Expenditure (£m and index 1999=100), |
| 1999-2003 |
| MARKET SEGMENTATION |
| Table 14: The UK Market for Men's Lifestyle Magazines |
| by Sector by Market Share by Average Net Circulation |
| (%), July-December 2003 |
| Figure 4: The UK Market for Men's Lifestyle Magazines |
| by Sector by Market Share by Average Net Circulation |
| (%), July-December 2003 |
| CIRCULATION TRENDS |
| Table 15: Selected Men's Lifestyle Magazines by Average |
| Net Circulation, July-December 2002 and 2003 |
| CONSUMER TRENDS |
| Table 16: Penetration of Men's Lifestyle Magazines |
| by Sex, Age and Social Grade (% of respondents), 2003 |
| RECENT DEVELOPMENTS |
| MARKETING AND ADVERTISING |
| Table 17: Main Media Advertising Expenditure |
| for Selected Men's Magazines (£000), |
| Years Ending September 2002 and 2003 |
| 5. Specialist and Leisure Magazines |
| BACKGROUND |
| MARKET SIZE |
| CIRCULATION TRENDS |
| Home Interest |
| Table 18: Selected Home Interest Magazines by Average |
| Net Circulation, July-December 2002 and 2003 |
| Music |
| Table 19: Selected Music Magazines by Average Net |
| Circulation, July-December 2002 and 2003 |
| Film |
| Table 20: Selected Film Magazines by Average Net |
| Circulation, July-December 2002 and 2003 |
| Motoring |
| Table 21: Selected Motoring Magazines by Average Net |
| Circulation, July-December 2002 and 2003 |
| CONSUMER TRENDS |
| Table 22: Penetration of Music, Motoring, IT, Sports |
| and Hobby Magazines by Sex, Age and Social Grade |
| (% of respondents), 2003 |
| Table 23: Penetration of Home Interest and Gardening Magazines by Sex, Age and Social Grade |
| (% of respondents), 2003 |
| RECENT DEVELOPMENTS |
| (Re)Launches |
| Short Messaging Service |
| The Face |
| MARKETING AND ADVERTISING |
| Table 24: Main Media Advertising Expenditure |
| for Selected Specialist Magazines (£000), |
| Years Ending September 2002 and 2003 |
| 6. An International Perspective |
| OVERVIEW |
| Europe |
| The US |
| Elsewhere |
| 7. PEST Analysis |
| POLITICAL FACTORS |
| ECONOMIC FACTORS |
| SOCIAL FACTORS |
| TECHNOLOGICAL FACTORS |
| 8. Consumer Dynamics |
| RESEARCH SUMMARY |
| Table 25: Summary of Attitudes Towards Magazines |
| (% of respondents), 2004 |
| MAGAZINE PURCHASING |
| I Usually Buy The Same Magazine Or Magazines Every Week Or Month (S1) |
| When I Buy A Magazine I Always Browse In The Newsagents First, And Buy What Looks Interesting To Me That Week Or Month (S2) |
| Table 26: Magazine-Purchasing Habits |
| (% of respondents), 2004 |
| I Don't Buy Magazines But I Enjoy Looking At Them (S3) |
| Table 27: Magazine Non-Purchasing Habits |
| (% of respondents), 2004 |
| SPECIALIST MAGAZINES |
| I Read A Magazine Or Magazines Regularly To Keep Me Up To Date On A Hobby Or Leisure Activity (S4) |
| I Find The Advertisements In Magazines Connected With My Hobby Or Interest Very Useful (S5) |
| Table 28: Attitudes Towards Specialist Magazines |
| (% of respondents), 2004 |
| ADVERTISEMENTS, PRODUCT RECOMMENDATIONS AND BRAND EXTENSIONS |
| I Enjoy Looking At The Advertisements In Magazines (S6) |
| I'm More Likely To Buy A Product If A Magazine Recommends It Than If I Have Just Seen An Advert For It (S7) |
| Table 29: Attitudes Towards Advertisements and Product |
| Recommendations (% of respondents), 2004 |
| If A Magazine I Normally Read Were To Produce A Range Of |
| Products I Normally Buy (e.g. Clothes, Sporting Goods, Household Items) I Would Be Very Interested In Buying Them (S8) |
| Table 30: Attitudes Towards Magazine Brand Extensions |
| (% of respondents), 2004 |
| MAGAZINE-READING HABITS |
| I Read Magazines More Now Than I Did 5 Years Ago (S9) |
| I Read Magazines Less Now Than I Did 5 Years Ago (S10) |
| Table 31: Changes in Magazine-Reading Habits |
| (% of respondents), 2004 |
| I Am Too Busy In My Leisure Time To Read Magazines (S11) |
| There Are Programmes On Television Dealing With The Same |
| Subjects As Magazines So I Never, Or Very Rarely, Need To Read Magazines (S12) |
| Table 32: Reasons For Not Reading Magazines |
| (% of respondents), 2004 |
| There Are So Many 'Lifestyle' And Other Magazine Sections |
| In Newspapers That I Never, Or Very Rarely, Need To Read |
| Magazines (S13) |
| There Is So Much Information On The Internet I Never, Or Very Rarely, Need To Read Magazines (S14) |
| Table 33: More Reasons For Not Reading Magazines |
| (% of respondents), 2004 |
| MAGAZINES ONLINE |
| I Often Visit The Websites Of Magazines I Normally Read (S15) |
| I Often Visit The Websites Of Magazines I Don't Normally Read (S16) |
| Table 34: Attitudes Towards Magazine Websites |
| (% of respondents), 2004 |
| 9. Company Profiles |
| H BAUER PUBLISHING LTD |
| Corporate Strategy |
| Profitability |
| Recent and Future Developments |
| BBC WORLDWIDE LTD |
| Corporate Strategy |
| Profitability |
| Table 35: Financial Results for BBC Worldwide Ltd (£000), |
| Years Ending 31st March 2001-2003 |
| Recent and Future Developments |
| CONDÉ NAST PUBLICATIONS LTD |
| Corporate Strategy |
| Profitability |
| Recent and Future Developments |
| DC THOMSON & COMPANY LTD |
| Corporate Strategy |
| Profitability |
| Table 36: Financial Results for DC Thomson & Company Ltd (£000), Years Ending 31st March 2001-2003 |
| DENNIS PUBLISHING LTD |
| Corporate Strategy |
| Profitability |
| Table 37: Financial Results for Dennis Publishing Ltd (£000), |
| Years Ending 31st December 2000-2002 |
| Recent and Future Developments |
| EMAP PLC |
| Corporate Strategy |
| Profitability |
| Table 38: Financial Results for Emap PLC (£m), |
| Years Ending 31st March 2001-2003 |
| Recent and Future Developments |
| FUTURE PUBLISHING PLC |
| Corporate Strategy |
| Profitability |
| Table 39: Financial Results for Future Publishing PLC (£000), |
| Years Ending 31st December 2000-2002 |
| Recent and Future Developments |
| HACHETTE FILIPACCHI (UK) LTD |
| Corporate Strategy |
| Profitability |
| Recent and Future Developments |
| HIGHBURY HOUSE COMMUNICATIONS PLC |
| Corporate Strategy |
| Profitability |
| Table 40: Financial Results for Highbury House Communications PLC (£000), |
| Years Ending 31st December 2000-2002 |
| Recent and Future Developments |
| IPC MEDIA LTD |
| Corporate Strategy |
| Profitability |
| Table 41: Financial Results for IPC Media Ltd (£000), |
| Years Ending 31st December 2000-2002 |
| Recent and Future Developments |
| NATIONAL MAGAZINE COMPANY LTD |
| Corporate Strategy |
| Profitability |
| Table 42: Financial Results for National Magazine Company Ltd (£000), Years Ending 31st December 2000-2002 |
| Recent and Future Developments |
| NORTHERN & SHELL LTD |
| Corporate Strategy |
| Profitability |
| Recent and Future Developments |
| 10. The Future |
| OVERVIEW |
| WOMEN'S LIFESTYLE |
| MEN'S LIFESTYLE |
| FORECASTS |
| Table 43: The Forecast UK Consumer Magazine Market |
| by Gross Revenue (£m and index 2004=100), 2004-2008 |
| Figure 5: The Forecast UK Consumer Magazine Market |
| by Gross Revenue (£m), 2004-2008 |
| Table 44: The Forecast UK Market for Women's Lifestyle Magazines by Purchasers' Expenditure by Sector |
| (£m and index 2004=100), 2004-2008 |
| Figure 6: The Forecast UK Market for Women's Lifestyle Magazines by Purchasers' Expenditure by Sector (£m), |
| 2004-2008 |
| Table 45: The Forecast UK Market for Men's Lifestyle Magazines by Purchasers' Expenditure |
| (£m and index 2004=100), 2004-2008 |
| Figure 7: The Forecast UK Market for Men's Lifestyle Magazines by Purchasers' Expenditure by Sector (£m), |
| 2004-2008 |
| 11. Further Sources |
| Associations |
| Publications |
| General Sources |
| Government Sources |
| Other Sources |
| Bonnier Information Sources |
Text © 2004 Key Note
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Last updated by Amanda Porteous September
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