Lifestyle Magazines

Market Assessment 2008

Publication Date	April 2008
Publisher	Key Note
Product Type	Report
Pages	112
ISBN Number	not applicable
Product Code	KEY00015

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Summary

The past 2 years have been volatile ones for the lifestyle magazine market, with a number of high-profile launches and closures, and much corporate activity. Among the most significant developments within the sector was the sale of the consumer magazine and radio interests of media giant Emap to German company H Bauer in January 2008.

Other events of note include the disposal by men's magazine publisher Dennis Publishing of the majority of its US magazines, and the sale of a number of parenting magazines to Web specialist Magicalia.

There were two major launches within the women's weekly sector in 2006, but the picture since then has been mainly one of closures, especially of weekly titles.

Growth within the total men's and women's lifestyle magazine market has slowed considerably since 2004, a year that saw a number of important new magazine launches, notably the weeklies Zoo and Nuts within the men's lifestyle sector.

2006 and 2007 were also characterised by a growing focus on online methods of communicating with readers of lifestyle magazines. This process is most advanced in the specialist and men's lifestyle sectors, but women's lifestyle magazines have also increased their online presence, with a number of publishers revamping their magazine websites.

This trend towards online communication - coupled with a continuation of magazine brand extensions into radio and television - is something that will undoubtedly be a feature of the lifestyle magazine market during the next 5 years (to 2012).

Key Note's consumer research, exclusively commissioned for this report, showed that nearly four in ten adults claimed to be loyal readers of magazines, saying that they usually bought the same magazine(s) every week or every month. Just over three in ten tended to browse in the newsagents before deciding which magazine to buy in a particular month.

Nearly one in four were non-purchasers of magazines who nevertheless enjoyed looking at them. Just over one in four claimed to have no interest at all in magazines, and more than one in five said they were too busy to read them.

The magazine market is unlikely to show significant growth during the next 5 years (to 2012). This is due to a combination of poor economic conditions (which do not favour what is, in effect, a discretionary marketplace), together with a changing media climate, and overcrowding in the magazine sector

Content

Executive Summary
1. Introduction
- REPORT FOCUS
- DEFINITION
2. Strategic Overview
- MARKET DYNAMICS AND SEGMENTATION
  - Table 1: The UK Consumer Magazines Market - Total Expenditure by Purchasers' Expenditure and Advertising Revenue (m), Years Ending December 2002-2006
  - Table 2: The UK Consumer Magazines Market - Net Revenue by Copy Sales Revenue and Advertising Revenue (m), Years Ending December 2002-2006
  - Table 3: The UK Market for Men's and Women's Lifestyle Magazines by Purchasers' Expenditure (m), Years Ending December 2003-2007
- DISTRIBUTION
  - Table 4: Average Weekly Expenditure on Magazines and Periodicals by Place of Purchase ( and %),1999/2000 and 2006
- COMPETITIVE STRUCTURE
- LAUNCHES AND CLOSURES
  - Table 5: Major Magazine Launches and Closures by Date, 2006-2008
- ADVERTISING AND MARKETING
  - Table 6: Advertising and Purchasers' Expenditure in Consumer Magazines as a Percentage of Total Revenue, Years Ending December 2002-2006
  - Table 7: Advertising Expenditure in Consumer Magazines by Type (m), Years Ending December 2002-2006
- THE CONSUMER
- MARKET FORECASTS
  - Table 8: The Forecast UK Market for Men's and Women's Lifestyle Magazines by Purchasers' Expenditure (m), Years Ending December 2008-2012
3. Women's Lifestyle Magazines
- BACKGROUND
- MARKET SIZE
  - Table 9: The UK Sector for Women's Lifestyle Magazines by Purchasers' Expenditure (m), Years Ending December 2003-2007
- Lifestyle Magazines Contents
- Key Note Ltd 2008
- MARKET SEGMENTATION
  - Table 10: The UK Sector for Women's Lifestyle Magazines by Subsector (%), Years Ending December 2003-2007
- Weekly Magazines
  - Table 11: The UK Subsector for Women's Weekly Lifestyle Magazines by Purchasers' Expenditure (m), Years Ending December 2003-2007
- Monthly Magazines
  - Table 12: The UK Subsector for Women's Monthly Lifestyle Magazines by Purchasers' Expenditure (m), Years Ending December 2003-2007
- CIRCULATION TRENDS
- Weekly Magazines
  - Table 13: Selected Women's Weekly Magazines by Average Net Circulation, July-December 2003-2007
- Monthly Magazines
  - Table 14: Selected Women's Monthly Magazines by Average Net Circulation, July-December 2003-2007
- CONSUMER TRENDS
  - Table 15: Adults' and Women's Attitudes Towards Magazines (% of respondents), February 2008
- RECENT DEVELOPMENTS
- Launches and Closures
- Relaunches
- Other Recent Developments
- MARKETING AND ADVERTISING
  - Table 16: Main Media Advertising Expenditure for Selected Women's Magazines (000), Years Ending December 2006 and 2007
4. Men's Lifestyle Magazines
- BACKGROUND
- MARKET SIZE
  - Table 17: The UK Sector for Men's Lifestyle Magazines by Purchasers' Expenditure (m), Years Ending December 2003-2007
- MARKET SEGMENTATION
  - Table 18: The UK Sector for Men's Lifestyle Magazines by Subsector by Volume (%), 2004 and 2007
- CIRCULATION TRENDS
  - Table 19: Selected Men's Lifestyle Magazines by Average Net Circulation, July-December 2003-2007
- CONSUMER TRENDS
  - Table 20: Adults' and Men's Attitudes Towards Magazines (% of respondents), February 2008
- RECENT DEVELOPMENTS
- Launches and Closures
- Relaunches
- Other Recent Developments
- Lifestyle Magazines Contents
- Key Note Ltd 2008
- MARKETING AND ADVERTISING
  - Table 21: Main Media Advertising Expenditure for Selected Men's Magazines (000), Years Ending December 2006 and 2007
5. Specialist and Leisure Magazines
- BACKGROUND
- MARKET SIZE
- CIRCULATION TRENDS
- Home-Interest Titles
  - Table 22: Selected Home Interest Magazines by Average Net Circulation, July-December 2003-2007
- Music and Film Titles
- Music Titles
  - Table 23: Selected Music Magazines by Average Net Circulation, July-December 2003-2007
- Film Titles
  - Table 24: Selected Film Magazines by Average Net Circulation, July-December 2003-2007
- Computer and Gaming Titles
  - Table 25: Selected Computer and Gaming Magazines by Average Net Circulation, July-December 2003-2007
- CONSUMER TRENDS
  - Table 26: Attitudes Towards Specialist Magazines (% of respondents), February 2008
- RECENT DEVELOPMENTS
- Home-Interest Titles
- Music and Film Titles
- Motoring Titles
- Computer and Gaming Titles
- Parenting Titles
- Other Titles
- MARKETING AND ADVERTISING
  - Table 27: Main Media Advertising Expenditure for Selected Specialist Magazines (000), Years Ending December 2006 and 2007
6. An International Perspective
- OVERVIEW
7. PEST Analysis
- POLITICAL FACTORS
- ECONOMIC FACTORS
- SOCIAL FACTORS
- TECHNOLOGICAL FACTORS
- Lifestyle Magazines Contents
- Key Note Ltd 2008
8. Consumer Dynamics
- OVERVIEW
  - Table 28: Summary of Research Findings Regarding Consumers' Habits and Attitudes Concerning Magazines (% of respondents), February 2008
- Magazine Purchasing and Reading
- Specialist Magazines
- Product Endorsements and Brand Extensions
- The Competition
- Magazines Online
- MAGAZINE-PURCHASING HABITS
- I Usually Buy The Same Magazine Or Magazines Every Week Or Month (S1)/
- When I Buy Magazines I Always Browse First, And Buy What Looks
- Interesting To Me That Month (S2)
  - Table 29: Magazine-Purchasing Habits (% of respondents), February 2008
- I Don't Buy Magazines But I Enjoy Looking At Them (S3)
  - Table 30: Non-Purchasers of Magazines Who Enjoy Looking at Them (% of respondents), February 2008
- MAGAZINE-READING HABITS
- I Am Not Interested In Magazines (S4)/I Am Too Busy To Read Magazines (S5)
  - Table 31: Non-Readers of Magazines (% of respondents), February 2008
- I Read Magazines More Now Than I Did 5 Years Ago (S6)/I Read Magazines
- Less Now Than I Did 5 Years Ago (S7)
  - Table 32: Changes in Magazine-Reading Habits (% of respondents), February 2008
- SPECIALIST MAGAZINES
- I Regularly Read Magazines To Keep Me Up To Date On A Hobby Or Leisure
- Activity (S8)/I Find The Advertisements In Magazines Connected With
- My Hobby Or Interest Very Useful (S9)
  - Table 33: Attitudes Towards Specialist Magazines (% of respondents), February 2008
- PRODUCT ENDORSEMENTS AND BRAND EXTENSIONS
- 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 (S10)/I'm More Likely To Buy A Product
- If A Magazine Recommends It Than If I Have Just Seen An Advert For It (S11)
  - Table 34: Attitudes Towards Brand Extensions and Advertising in Magazines (% of respondents), February 2008
- THE COMPETITION
- Newspapers Carry So Many 'Lifestyle' And Other Magazine Sections
- That There Is Less Need To Read Or Buy Magazines (S12)
- Television Programmes Deal With The Same Subjects As Magazines So
- There Is Less Need To Read Or Buy Magazines (S13)
  - Table 35: The Competition - Newspapers and Television (% of respondents), February 2008
- The Internet Is Such A Readily Available Source Of Information That There Is Less
- Need To Read Or Buy Magazines (S14)
  - Table 36: The Competition - The Internet (% of respondents), February 2008
- Lifestyle Magazines Contents
- Key Note Ltd 2008
- MAGAZINE WEBSITES
- 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 37: Use of Magazine Websites (% of respondents), February 2008
9. Company Profiles
- COND NAST PUBLICATIONS LTD
- Corporate Strategy
- Advertising
- Profitability
  - Table 38: Financial Results for Cond Nast Publications Ltd (000), Years Ending 31st December 2004-2006
- Recent and Future Developments
- DC THOMSON & COMPANY LTD
- Corporate Strategy
- Advertising
- Profitability
  - Table 39: Financial Results for DC Thomson & Company Ltd (000), Years Ending 31st March 2005-2007
- Recent and Future Developments
- DENNIS PUBLISHING LTD
- Corporate Strategy
- Advertising
- Profitability
  - Table 40: Financial Results for Dennis Publishing Ltd (000), Years Ending 31st December 2004-2006
- Recent and Future Developments
- EMAP PLC
- Corporate Strategy
- Advertising
- Profitability
  - Table 41: Financial Results for Emap PLC (000), Years Ending 31st March 2005-2007
- Recent and Future Developments
- FUTURE PLC
- Corporate Strategy
- Advertising
- Profitability
  - Table 42: Financial Results for Future Publishing Ltd (000), Years Ending 30th September 2004-2006
- Recent and Future Developments
- H BAUER PUBLISHING LTD
- Corporate Strategy
- Advertising
- Profitability
- Lifestyle Magazines Contents
- Key Note Ltd 2008
- Recent and Future Developments
- HACHETTE FILIPACCHI (UK) LTD
- Corporate Strategy
- Advertising
- Profitability
  - Table 43: Financial Results for Hachette Filipacchi (UK) Ltd (000), Years Ending 31st December 2004-2006
- Recent and Future Developments
- HAYMARKET MEDIA GROUP LTD
- Corporate Strategy
- Advertising
- Profitability
  - Table 44: Financial Results for Haymarket Media Group Ltd (000), Years Ending 31st December 2004-2006
- Recent and Future Developments
- IPC MEDIA LTD
- Corporate Strategy
- Advertising
- Profitability
  - Table 45: Financial Results for IPC Media Ltd (000), Years Ending 31st December 2004-2006
- Recent and Future Developments
- THE NATIONAL MAGAZINE COMPANY LTD (NATMAGS)
- Corporate Strategy
- Advertising
- Profitability
  - Table 46: Financial Results for The National Magazine Company Ltd (000), Years Ending 31st December 2004-2006
- Recent and Future Developments
- NORTHERN & SHELL MAGAZINES LTD
- Corporate Strategy
- Advertising
- Profitability
  - Table 47: Financial Results for Northern & Shell Magazines Ltd (000), Years Ending 31st December 2004-2006
Recent and Future Developments
10. The Future
- THE CONSUMER
- A VOLATILE MARKET
- TECHNOLOGICAL ADVANCES
- FORECASTS 2008 TO 2012
  - Table 48: The Forecast UK Market for Men's and Women's Lifestyle Magazines by Purchasers' Expenditure (m), Years Ending December 2008-2012
- Lifestyle Magazines Contents
- Key Note Ltd 2008
11. Further Sources
- Associations
- Publications
- General Sources
- Government Sources
- Bisnode Sources
- Key Note Research
- The Key Note Range of Reports