Abstract
About this report
The market for children' s magazines is worth an estimated £136 million in 2008 having grown strongly in value, up by 44% in real terms on 2003. Always fluid in its composition - over a quarter of current titles have launched post-2006 - a mix of refreshment of established favourites plus new characters and concepts is boosting growth.
Kids enjoy reading and sharing magazines and there is no real indication of replacement by other media, although there are signs of reduced self-purchase. Their enthusiasm together with the all-important part played parental purchase will ensure healthy sales.
BBC Magazines and Egmont continue to lead the market, and are joined in third place by Titan Magazines, which has greatly extended its reach into the early years and pre-teen sectors.
The report asks: "Will kids' magazines continue to remain largely immune to the pressures that have hit the teenage market so hard?"
Main report themes
- The difference in market drivers between the early years and pre-teen sectors
- The critical differences between boys and girls as they move beyond the pre-school age
- The parental role in purchase and how it might change
- Existing and potential involvement with the internet and other digital media.
Table of Contents
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- Market in Brief
- A booming market
- How the market is structured
- Flux and vulnerability
- Strength of parental purchase
- Enthusiasm
- Future prospects
- Internal Market Environment
- Key points
- How much cash do kids have to play with
- Figure 1: Pocket money received per week -- 7-10s, 2003-07
- Figure 2: Pocket money received per week -- 11-14s, 2003-07
- Other money
- Figure 3: Trends in sources of additional money received -- 7-10s,
2003-07
- Figure 4: Trends in sources of additional money received -- 11-14s,
2003-07
- Where does the money go?
- Figure 5: Where money is spent -- 7-10s, 2003-07
- Figure 6: Where money is spent -- 11-14s, 2003-07
- Media options in and out of home
- Figure 7: Trends for usage and access to media -- 7-14s, 2003-07
- Some impact on traditional media
- Figure 8: Trends in attitudes towards reading -- 7-12s, 2003-07
- Magazines hold their own
- Figure 9: Consumption of media in the context of magazine reading --
7-14s, 2007
- Cross-media fertilisation
- Broader Market Environment
- Key points
- Good news round the corner
- Figure 10: Child and youth population, by age and gender, 2003-13
- Lifestage trends and their impact
- Figure 11: Trends in the adult population, by lifestage, 2003-13
- A hiccup in growth
- Figure 12: Trends in personal disposable income and consumer
expenditure, 2003-13
- Working mothers
- Figure 13: Working population, by gender, 2003-13
- Ad revenues
- Competitive Context
- Key points
- Different print sectors
- Figure 14: Comparison of selected print media sectors, 2003-08
- Sources of strength
- Movieland
- Figure 15: UK cinema market, 2003-08
- qaThe music and video markets
- Figure 16: Pre-recorded music and video/DVD markets, 2003-08
- Strengths and Weaknesses in the Market
- Strengths
- Good fun
- Something to share
- Something just for me
- Useful learning tool
- Encourage more reluctant readers
- Weaknesses
- Risk from cover-price rises
- Media challenges -- digital
- Media challenges -- print
- What if childhood passes more quickly?
- What if parental attitudes change?
- Market Size and Forecast
- Key points
- All change for growth
- Figure 17: Sales of children' s magazines and comics, 2003-13
- Constant churn and pragmatism
- Robust and growing
- Cover prices and parental purchase
- The future looks good
- Factors used in the forecast
- GDP
- Under-14s
- Working women
- Segment Performance
- Key points
- Targeting by age
- Figure 18: UK retail sales of children' s comics/magazines, by age
category, 2003-07
- Tighter targeting
- The relevance of the decision-maker
- Figure 19: Source of comic -- 7-14s, by age, 2007
- Targeting by gender
- Figure 20: UK retail sales of children' s comics/magazines, by gender,
2003-07
- Boys and girls together
- Boys -- the trickier area
- Girls are another matter
- Market Share
- Key points
- Circulation trends and share
- Figure 21: Circulation of most popular audited children' s
comics/magazines, July-December 2003-07
- Two characteristics
- Publishers and market share
- Figure 22: Market shares of children' s comics/magazines market, by
publisher, 2003-07
- New kid on the block
- Companies and Products
- BBC Magazines
- Egmont Magazines
- Titan Magazines UK
- Redan Publishing
- DC Thomson
- Panini UK
- Other companies
- Who' s Reading and Buying?
- Key points
- Summary results
- Figure 23: Summary of reading and buying data -- 7-10s, 2007*
- Readership is high
- Figure 24: Trend for readership of magazines and comics -- 7-10s,
2003-07*
- Where do the magazines come from?
- Figure 25: Trends for how magazines were obtained -- 7-14s, 2003-07
- Affordability and other factors
- Figure 26: Amount spent on magazines or comics -- 11-14s, by gender, age
and socio-economic group, 2007
- Commitment a little lower
- Figure 27: Trends for frequency of purchasing for magazines -- 7-14s,
2003-07
- The how and when
- Figure 28: Where magazines are usually bought -- 11-14s, 2007
- Appendix -- Issues in The Market
- Figure 33: Children' s titles, 2008
- Appendix -- Internal Market Environment
- Figure 34: Usage and access to media -- 7-14s, by gender, age and
socio-economic group, 2007
- Figure 35: Usage and access to media -- 7-14s, by gender, age and
socio-economic group, 2007
- Appendix -- Competitive Context
- Figure 36: Consumption of media in the context of magazine reading --
7-14s, 2007
- Appendix -- Who' s Reading and Buying?
- Figure 37: Readership of magazines and comics -- 7-14s, by gender, age
and socio-economic group, 2007
- Figure 38: How magazines were obtained -- 7-14s, by gender, age and
socio-economic group, 2007
- Figure 39: Frequency of purchasing for magazines -- 7-14s, by gender,
age and socio-economic group, 2007
- Figure 40: Days on which magazines are usually bought -- 7-14s, 2003-07
- Figure 41: Which day magazines usually bought -- 7-14s, by gender, age
and socio-economic group, 2007
- Figure 42: Where magazines are usually bought -- 7-14s, by gender, age
and socio-economic group, 2007*
- Figure 43: Buyers of magazines/comics -- 7-10s, by gender, age and
socio-economic group, 2008
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