Abstract
About this report
The market for women' s magazines is estimated to be worth £700 million in 2008, up by 21% in value on 2003 compared to 7% in volume. This is a sound performance for a mature market sector in a crowded and changing media environment. However, sales have fallen back since 2006.
Although weeklies have driven growth, and they have taken a little share from the monthly sector, the underlying strength and stability of the more upmarket monthlies has become more evident in recent times. It is also increasingly clear that much of the decline in sales is the result of over-supply, not helped by too many titles offering a similar product.
On the supply side, with its acquisition of the large Emap group of titles, Bauer has, in one step, overtaken IPC Media to become market leader. All the other major publishers maintained their 2005 ranking in 2007.
The report asks: "Does the oft-quoted special relationship between women' s magazines and their readers give them added protection at a time when all print media face tougher challenges from digital alternatives? In addition, might a worsening economic climate actually benefit magazine sales as a cheap treat?"
Main report themes:
- The report considers five key issues and their implications for future sales. These are:
- What makes women' s magazines special in a competitive environment?
- What is women' s involvement with the internet and other digital media and its potential impact on print media?
- What are the implications of teens' attitudes towards media for future sales of women' s magazines?
- Is there a permanent shift to a shorter publishing cycle and away from the monthly?
- Celebrity gossip has been a major sales driver, but has it made magazines more vulnerable?
Table of Contents
- Issues in the MarketMain issues
- Definition
- Figure 1: Women' s magazine titles, as at November 2008
- Abbreviations
- Market in Brief
- Withstanding knocks
- A bolstered weekly sector
- Wide readership but still untapped potential
- Predictability as well as change
- Publisher breadth
- A company shake-up
- Future prospects
- Internal Market Environment
- Key points
- Core topics: Fashion & style
- Figure 2: Trends in female attitudes towards looks, 2003-07
- Not forgetting the weight issue
- Figure 3: Body mass index for women compared to men, 2007
- Other media want their share
- Do online opportunities outweigh threats?
- Is celebrity a weakness as well as a strength?
- Showing your colours
- Ads -- a two-way benefit
- Additional revenue sources
- Will today' s teenagers become buyers?
- Figure 4: Attitudes towards selected media, 11-19-year-old girls, 2007
- Broader Market Environment
- Key points
- A tougher economy
- Figure 5: Trends in GDP, PDI and consumer expenditure, 2003-13
- Have to go with the flow
- Figure 6: UK female population, by age group, 2003-13
- Potential opportunities unfolding
- Figure 7: UK adult population, by lifestage, 2003-13
- The aspirational read
- Figure 8: UK adult female population, by socio-economic group, 2003-13
- Competitive Context
- Key points
- A brief look at surrounding competitors online
- Figure 9: Selected websites and blogs by type, as at November 2008
- Competitors in print
- Figure 10: Selected audited customer titles and their circulation,
(January-June), 2004-08
- The impact on the reader
- Leisure: the wider context
- Figure 11: Consumer expenditure on selected leisure goods and
activities, 2003-07
- Strengths and Weaknesses in the Market
- Strengths
- A quick read or a relaxing treat
- Diversity in style and content
- Resilient and adaptable
- The value of print
- Advertiser value
- Weaknesses
- Growing encroachment from other media
- Current offer not wide enough
- Insufficient differentiation
- Expensive and frivolous
- Is there another ' next big idea' ?
- Market Size and Forecast
- Key points
- A longer view
- Figure 12: UK retail sales of women' s magazines, by value and volume,
2003-13
- The future -- keep up the impetus
- Factors used in the forecast
- Segment Performance
- Key points
- Interesting times
- Figure 13: Volume sales of women' s magazines, 2003-08
- Figure 14: UK sales of women' s magazines, by type, 2003-07
- New titles and concepts
- A shifting balance?
- Quality underpins the monthlies
- Weeklies
- Figure 15: UK retail sales of women' s weeklies, by value and volume,
2003-08
- Incremental growth
- Circulation trends -- weeklies
- Figure 16: Circulation trends for weekly magazines (January-June),
2004-08
- Celebs still have pulling power but...
- New young fashion is a winner
- Meanwhile in the ' real life' world
- Monthlies
- A fundamental difference
- Figure 17: UK sales of women' s monthlies, 2003-08
- Not all gloom
- Circulation trends -- monthlies
- Figure 18: Circulation trends for monthly magazines, (January-June),
2004-08
- The pluses outnumber the minuses
- Gloss, fashion and focus
- Changes
- Market Share
- Key points
- Total market share
- Figure 19: Total market share for women' s magazines, by publisher*,
2003-07
- With one giant step
- Companies and Products
- Bauer
- IPC Media
- Northern & Shell
- National Magazines
- Hello!
- CondéNastHachette Filipacchi
- Hachette Filipacchi online
- DC Thomson
- Other publishers
- Who is Reading and Buying?
- Key points
- Magazines a large part of reading repertoire
- Figure 32: Readership habits, 2006 and 2008
- Substantial but apparently slipping
- ABC1s and over 55s under-represented
- Who reads what
- Committed buyers
- Figure 33: Frequency of buying women' s magazines, by type of magazine,
October 2008
- Appendix: Internal Market Environment
- Figure 37: Women' s attitudes towards looks, by demographic sub-group,
2007
- Figure 38: Female body mass index, by demographic sub group, 2007
- Appendix: Competitive Context
- Spending priorities
- Figure 39: Expenditure priorities, 2007 and 2008
- Appendix: Segment Performance
- Segmentation of weeklies
- Figure 40: UK sales of women' s weeklies magazines by type, 2003-07
- Appendix: Market Share
- Figure 41: UK market share for weekly magazines, by publisher, 2003-07
- Figure 42: UK market shares for monthly magazines, by publisher, 2003-07
- Appendix: Who is Reading and Buying?
- Figure 43: Women' s magazines, by demographic sub group, October 2008
- Figure 44: Frequency of buying women' s magazines, by demographic sub
group, October 2008
- Figure 45: Analysis of reading crossover, October 2008
|
相關報告
|
